MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02462nam a22002537a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240528093839.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
240528b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
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| International Standard Serial Number |
2319510X |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Language of cataloging |
English |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HD30.4 ASI |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Yu, Tony Fu-Lai |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
A subjectivist approach to advertising: |
| Remainder of title |
the case of vitasoy in Hong Kong |
| Statement of responsibility, etc. |
created by Fu Lai Tony Yu and Diana S. Kwan |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Los Angeles: |
| Name of producer, publisher, distributor, manufacturer |
Sage, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2015. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Asia-Pacific journal of management research and innovation |
| Volume/sequential designation |
Volume 11, number 2015 |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc. |
Contemporary neoclassical economics ignores the subjective evaluation of information and therefore fails to explain the persuasive role of advertising. This article explains the roles of advertising and promotion strategies from a subjectivist lens. In particular, it attempts to use a phenomenological approach to explain the persuasive power of advertising. It will argue that when consumers watch a piece of advertising, they will interpret the message conveyed in the content by their stock of knowledge, which is cumulated from everyday life experience. If consumers fail to interpret the advertising content, we cannot expect them to accept and buy the product. In other words, the content of advertising has to make sense to consumers. Sense making implies subjective understanding. When consumers find the advertising content makes sense, then consumers and the advertising agent (on behalf of the product) share ‘common sense’, or share the same definition of the situation, which can be made possible only through intersubjective communication. Since knowledge is obtained from everyday life experience and has history, in order to share the same biography with consumers, a successful piece of advertising requires the firm to know consumers’ personal growth history, racial identity, culture and social and economic backgrounds. The phenomenological approach to explain the persuasive power of advertising is applied to understand the successful advertising campaign made by Vitasoy, a well-known soybean drink in Hong Kong. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Form subdivision |
Subjectivist economics |
| General subdivision |
Vitasoy International Holdings |
| Geographic subdivision |
Hong Kong |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kwan, Diana S. |
| Relator term |
co author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1177/2319510X15576250 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |