A Study on Styles and Contents of Messages in Contemporary Advertising: Advertising Slogans

By Dibakar Pal.

Published by The Organization Collection

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Article: Print $US10.00
Article: Electronic $US5.00

That messages for advertisement change with the changes of time, is a known fact. Even at a particular point of time two messages of the same product may not be equally effective. It is reflected in the fact that two identical products of two different marketers are not able to attract equal number of prospective buyers. One of the probable reasons of this difference may be attributed to the difference in the messages carried by the respective advertisements of the products. So role of styles and contents of messages can never be overstated or dismissed. Thus the objective of this study is to identify suitable messages for a selected group of products and their users/consumers.

Keywords: Slogan, Messages, Consumer, Product, Socio-Economic Status, Time, Place, Manner, Taste, Temperament, Attitude, Personality, Sex, Religion, Caste, Creed, Nationality, Weather, Education

The International Journal of Knowledge, Culture and Change Management, Volume 7, Issue 1, pp.31-70. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.151MB).

Mr Dibakar Pal

Independent Scholar, Kolkata, West Bengal, India

As you know well that Francis Bacon, the immortal essayist, wrote many essays viz., Of Love, Of Friendship, Of Ambition, etc. The genius rightly pointed out that all the words of the dictionary can be the themes of essays one can write. But little has been done, in this regard, since his death to finish his unfinished monumental works. In fact Bacon's way of representation ie his rare individual style kindled the imagination already in me and encouraged me as well to write. I am a Civil Servant in India. Yet I write essays to get relief through Catharsis. This is the essence of my literary interest. Now regarding management, innovation is the first and last word in marketing that is always changing in an environment that is also revolving like earth. As such this paper is a TIPS to the manager in the field of promotion viz., advertising slogans/messages for a target consumer in a particular place,time and socio-economic culture as well.

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