StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Mass media and communication in International Management - Essay Example

Cite this document
Summary
This paper “Mass media and communication in International Management” provides an analysis of an advertisement and discusses important aspects and meanings of the ad. The Ad selected is of Jamie Oliver, the famous Chef from Britain, endorsing and advertising marinated tray-bake range of chicken…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.2% of users find it useful
Mass media and communication in International Management
Read Text Preview

Extract of sample "Mass media and communication in International Management"

Mass media and communication in International Management 1. Introduction This paper provides an analysis of an advertisement and discusses important aspects and meanings of the ad. The Ad selected is of Jamie Oliver, the famous Chef from Britain, endorsing and advertising marinated tray-bake range of chicken. The reason for selecting this Ad is because the endorser, Jamie Oliver, is a successful chef and entrepreneur and who has a number of cooking shows such as the Naked Chef and others (Jamie Oliver, 2013). Jamie has successfully managed to campaign for healthier eating habits for schoolchildren in UK schools and for people across the globe. An analysis of the Ad will help in assessing his magnetic personality and use of props that have helped Jamie to become so widely popular (Oliver, 2000). The paper is divided into a number of sections and these cover a literature review of communication and meaning and analysis of the Ad from different perspectives. Given below is a copy of the Ad to be analysed. 2. Theory and literature review The concept of meaning and linguistic turn of language is discussed by Tietze (2008) who suggests that meaning is transferred through a language sensitive enquiry. Metaphors, stories and discourses are related by the use of audio visual aids such as advertisements and product literature. Meaning is transferred through four dimensions of a language and these are descriptive/categorizing dimension; phatic dimension; performative dimension and hegemonial dimensions. Among these, descriptive/categorizing dimension and phatic dimension are more relevant since the former refers to a symbolic sign system where signs are combined with meanings. Advertisements are usually created so that they converge to the English label and different tropes such as synecdoche and metonym are used to create group identities. Phatic dimension indicates that more than the importance of the content, the manner in which it is said is important since it unites people and creates common grounds for the discussions. Some amount of imagery is associated in a language and communication and complex thoughts are communicated. According to Whorf (2011), language tends to create real and imaginary plurals and conjures up mental patterns. When an image is created or presented, some associations tend to form in the mind and create patterns of objectification. Kramsch (1998) argues that language is the main method where social lives and relations are carried out. It is used for different communication contexts and people express facts, events, ideas that are communicated through words and images. These reflect the culture, attitude and beliefs of the authors and hence language is used to express cultural reality. Therefore, language is a system of signs with a cultural value that is symbolised by social appropriateness norms and social conventions. Language, culture and social norms help people to identify themselves as members of a social group where common ways of viewing the world are acquired. In light of analysing the Ad by Jamie Oliver, these associations become relevant since he is attempting to use the language of cooking to sell products to people. According to Agar (1994), words can have words have multiple meanings and these are connotative or denotative. Denotation refers to the explicit meaning and translation of the word as mentioned in a dictionary. 3. Description of the Ad Please refer to figure 1.1, where the celebrity cook Jamie Oliver is showing adding vegetables and cooking a dish of chicken. Prominent in the Ad is the ad copy with the words 'Chicken. Jamie Style' and these words are expected to have multiple implications for the audience. He is shown adding leafy vegetables to a large platter containing potatoes and chicken. Another similar dish filled with chicken pieces and potatoes is placed on the right side. In the background, a cupboard is shown and the top is filled with leafy vegetables, potatoes and other types of vegetables. Jamie is shown wearing casual attire of informal shirt and jeans and his wedding ring is also prominent. The overall image is of an average person, a family man preparing a meal and the meaning derived is that a full meal of delicious and wholesome marinated chicken can be prepared with the least effort. 4. Analysis of the Ad In the Ad, the word “food”, therefore, would mean bread, chicken, meat and other items that form items of food. The connotative meaning of food would mean wholesome, filling, comfort, warmth, home, mother’s cooking and that gives a feeling of security. Important connotative meanings derived from words in the ad copy are tray-bake, high-welfare British chicken, fresh veg and these are analysed as follows (Myers, 1994). Tray bake is a word with denotation meaning of purchasing items that are packed in trays and can be directly placed in the oven without any further preparation. This becomes important and significant since Jamie in the Ads is showing the simplicity of cooking and that elaborate preparations are not needed. Thus, tray-bake becomes a word with connotative meaning (Kramsch, 1998). The term 'high-welfare' chicken also has denotative and connotative meanings. Almost 95% of chicken in UK are bred and grown in very unhygienic conditions that make their life very miserable. High-welfare chickens are reared in much better and hospitable conditions with sufficient air, sunlight, food and daily activity. High-welfare chickens are different from free-range birds that are bred in the open. However, the chickens are treated much better and get natural sunlight with more open spaces and they do not have to live in battery lit light (The Telegraph, 2013). The connotative meaning is that such high-welfare chicken stand for better ethics, fair treatment and a civilised culture on the part of the consumers. 5. Culturally specific and accessibility The Ad is not culturally specific and it is accessible to anyone who likes to make and eat wholesome, healthy and ethical food. While white Britons would be the primary target, other groups such as Africans, Indians, Asians and other minority groups can also use the products. Jamie Oliver is a businessperson and he would not want to include as many demographic groups as possible. Hence, the ad is culturally neutral and it would appeal to all people interested in consuming healthy food made from high-welfare chicken (Oliver, 2009). 6. Target market for the Ad The target market for the Add appears to be people who like to eat and live in healthy manner and who consume wholesome food that is made from high-welfare chicken. The use of tray-baked chicken, use of vegetables and the message of fresh food indicates families with school going children, single people who like to cook at home, men who take up cooking occasionally and other such groups. In other words, the Ad appeals to a wide user group made of people who like healthy food that is simplistic in cooking. Jamie Oliver also known as the 'naked chef' brings about a cooking that is shorn of too many embellishments, and it is simple, direct, wholesome and healthy. Target audience for the Ad, thus, includes a wide range of people (Oliver, 2009). 7. Conclusion The paper has discussed the advertisement by Jamie Oliver and examined the meaning of words, multiple meanings of words and the meaning they convey. The ad has used imagery and words that have connotative or denotative meanings. Some of the words such as tray-baked, high-welfare chicken, food, vegetables and others are used to indicate healthy living, ethical rearing of chicken and fresh vegetables. All these words refer to simplistic cooking of food that not only tastes well but also is also nutritious. The ad indicates how language and imagery is combined to relay complex thoughts and feelings. References List Agar, M., (1994). Language Shock. Understanding the Culture of Conversation. New York: HarperCollins. Jamie Oliver. (2013). Recipes and Dishes. Accessed 30 September 2013 from http://www.jamieoliver.com/ Kramsch, C. (1998). Language and Culture. Oxford: Oxford University Press. Myers. G., (1994). Words in Ads. London: Hodder Education Publishers. Oliver. J., (2000). The Naked Chef. London: Hyperion Publications. Oliver. J., (2009). Jamie's Food Revolution: Rediscover How to Cook Simple, Delicious, Affordable Meals. London: Hyperion Publications. The Telegraph. (2013). Jamie Oliver campaigns for chicken welfare. Accessed 30 September 2013 from http://www.telegraph.co.uk/news/uknews/1574267/Jamie-Oliver-campaigns-for-chicken-welfare.html Tietze, S., (2008). International Management and Language. London: Routledge Publications. Whorf. S., (2011). The relation of habitual thought and behaviour to language. (Eds) Zhu, H., (2011). The Language and Intercultural Communication Reader. Abingdon: Routledge. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Mass media and communication in International Management Essay”, n.d.)
Mass media and communication in International Management Essay. Retrieved from https://studentshare.org/journalism-communication/1486670-communication-in-international-management
(Mass Media and Communication in International Management Essay)
Mass Media and Communication in International Management Essay. https://studentshare.org/journalism-communication/1486670-communication-in-international-management.
“Mass Media and Communication in International Management Essay”, n.d. https://studentshare.org/journalism-communication/1486670-communication-in-international-management.
  • Cited: 0 times

CHECK THESE SAMPLES OF Mass media and communication in International Management

The Contribution of New Communications Media to the Diffusion Process for Innovations

With modern technology, especially the mass media and computer networks such as the Internet, now there is even greater scope for diffusion.... Under this economic system, firms have to compete with one another; hence innovation is a common buzzword in management circles nowadays.... How well that innovation succeeds though is not only dependent on the nature or quality of the innovation itself but also how well it is diffused through the process of communication, in other words, how effectively an innovation is communicated through certain channels....
3 Pages (750 words) Essay

Transnational Media and Communication

The paper, Transnational media and communication, comes to the main research question of whether transnational media corporations represent a threat to the world's cultural diversity.... There has been an union of both media and technologies.... nbsp;The deregulation of the worldwide communication sector in the 1990s saw its effects on the media industries.... nbsp;… As the paper highlights, the rapidly growing use of commercial satellites helps in releasing media products such as information, news, and entertainment....
16 Pages (4000 words) Research Paper

Role of Communication in the Development of Cultural Imperialism

media and communication processes run parallel to meet the successful outcome of the communication processes towards the development of the cultural imperialism.... There have been many debates that have taken place in international televisions about cultural imperialism.... This paper "Role of communication in the Development of Cultural Imperialism" aims to rectify the effects of communication on cultural imperialism.... With the advancement of technology, the communication process has been upgraded many times and now the development of cultural imperialism is supported or debated by all kinds of mass media communications like TV, radio, newspaper, internet and even sometimes by word of mouth....
9 Pages (2250 words) Essay

Massification and Communication

This paper "Massification and communication" discusses massification that refers to the act of considering all people in a group together rather than their individual characteristics (Massification 2010).... The nature of mass media is that it does not inculcate the size of the audience; it involves everybody at the same time.... Information and mass media are functionally interrelated (Dagron & Tufte 2006).... The importance of massification of media in marketing can be assimilated from the fact that it is marked by a unilateral channel of communication....
8 Pages (2000 words) Case Study

Journalism, Mass Media and Communication

This paper ''Journalism, mass media and communication'' tells that Communication is the exchange of information from one person or party to another.... Still, they have also found their way into enterprise communications and management strategies, unlike their predecessors.... hellip; As the mass communication industry gets more advanced, it brings along much more diversity while also playing a front role in promoting and alleviating intelligence....
5 Pages (1250 words) Essay

Role of Mass Media Communication in Emergency

… The paper "Role of Mass Media communication in Emergency" is an excellent example of a literature review on media.... nbsp;The significance of mass media communication in emergencies has been a subject of most debates on disaster mitigation.... The paper "Role of Mass Media communication in Emergency" is an excellent example of a literature review on media.... nbsp;The significance of mass media communication in emergencies has been a subject of most debates on disaster mitigation....
8 Pages (2000 words) Literature review

The Role of Mass Communication Media in a Crisis or an Emergency

In the discussion, the report will also highlight various types of media that form under mass media and how they operate during a crisis or emergency.... To put the discussion in context, the report will define media and crisis and highlights various forms of media.... Overview of mass communication media and Crisis 2.... In this information age, the mass media has been regarded as one of the most vital mediums of communication during the crisis....
8 Pages (2000 words) Literature review

International Public Relation and Advertising Proposal in Malaysian Airline

Thus, the need for crisis management to strengthen international cooperation and advocate for a communication camping to intensify activities and programs to secure support and trust globally and Increase trust of the airline services in policymaking.... … The paper " international Public Relation and Advertising Proposal in Malaysian Airline" is a great example of a case study on media.... This document is prepared as a proposal to an effective communication strategy for Malaysian airlines with the aim of creating a strong relationship with both the national and international stakeholders, partners, and customers....
7 Pages (1750 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us