Advertising and Post-Decembrist Popular Culture in Romania
During the last 20 years, Romanian Advertising often paid attention to the popular culture features developed in Communism, because they are the ones that reflect consumers’ lifestyles, profiles and values still alive in our society. It is captivating to notice how many brands took advantages from this return (the eternal coming back to the past) and how varied the creative strategies of some commercials could be. Some interesting categories of products, which describe the old epoch very well, could be analyzed according to the brand history and its positioning. Consequently, national brands are focusing on loyalty, relationship with the consumer and the conformation/adaptation process to the new political and economic background. Moreover, popular culture was very well exploited through some aspects often met in the commercial script such as: specific jobs, symbols, special chromatic (the red signature), spatial and temporal elements, humor and irony, and linguistic characteristic as well. most commercials are focusing on the consumer’s identity so that they could build the best connection with the products they need. The integrative advertising is the dominant type resulted from our research and it reflects beyond any doubt the way the customer tries to be accepted by a social group according falling into certain categories: age, gender, profession. We could even identify some profiles in our samples such as: the non-conformist, the teenager, the housewife, the beggar and, many times, the “pater familias” (the father of the family).
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): (2010)
Issue (Month): 4 ()
|Contact details of provider:|| Postal: |
|Order Information:|| Postal: Editura Ars Docendi, Sos. Panduri 94, sector 5, Bucuresti, Romania – for print copies|
Web: http://www.jurnalism-comunicare.eu/rrjc/ Email:
When requesting a correction, please mention this item's handle: RePEc:foj:journl:y:2010:i:4:p:54-62. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Raluca Radu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.