Comment: Advertising Won’t Die, But Defining It Will
Continue to be Challenging
Jisu Huh
University of Minnesota, Minneapolis, Minnesota, USA
The evolution of the field of advertising has constantly
demanded redefining what advertising is and what topics fit
under the rubric of “advertising research.” In response, both
academic and industry organizations have often developed
definitions resembling a laundry list of new advertising types
added to earlier definitions of advertising. While this might be
useful for temporarily addressing the gap between the estab-
lished concept of advertising and the changing reality of the
phenomenon, more thoughtful and rigorous conceptualization
of advertising has been long overdue.
Thus, I am excited to see Dahlen and Rosengren’s (2016)
article and thank the authors for their contribution to the adver-
tising discipline by reinitiating the important discussion about
how advertising should be defined. This work presents the
compelling need for redefining advertising, a thoughtful over-
view of the historical development of advertising definitions, a
systematic conceptual approach focusing on three specific
dynamics, and well-developed empirical studies testing the
new definition.
While Dahlen and Rosengren (2016) make an excellent
effort, developing a universally accepted definition that delin-
eates the boundaries of the phenomenon that is the central
focus of scholarly inquiry is not easy for any academic disci-
pline. Especially for a field like ours, which is closely linked
to constantly evolving phenomena, it seems impossible to
develop the perfect definition including everything and satisfy-
ing everyone. Thus, an important question preceding “What is
advertising?” would be “What is the purpose and motivation
of (re-)defining advertising?” Is it to include everything prac-
ticed under the name of advertising? To expand the size of the
academic field of advertising? To advance advertising
scholarship and theory building? Or to determine what should
be covered in advertising education?
Some of these questions are present in every call to develop
a better definition of advertising. However, would it be truly
attainable, or even desirable, to try to address all of these ques-
tions in a single definition? In an ideal sense, research, educa-
tion, and practice should be closely connected, but they are not
exactly the same field because of differences in the missions,
objectives, and environmental/structural factors between aca-
demia and industry, and even within the academic community.
Keeping this in mind, I respond here to Dahlen and Rose-
ngren’s (2016) proposed working definition and pose some
questions with the purpose of advancing the academic field of
advertising and advertising theory building. I hope my com-
ments serve as food for thought and help advance the impor-
tant dialogue about the definition of advertising.
TO ADVANCE THE ACADEMIC FIELD OF ...
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This document discusses how an anthropologist working within an advertising agency has advantages in accessing information and knowledge compared to studying advertising from the outside. Working internally provides access to consumer research documents and forming relationships with clients that produce knowledge and situate information in positions of power. The anthropologist draws on 15 years of experience observing how knowledge sustains structures of power within relationships in advertising. Specifically, consumer research projects launched for clients function to both learn about consumers but also build relationships between the agency and client. Interactions between the anthropologist and client in research shape insights and enhance the client-agency relationship as a form of constructed knowledge capital.
Writing an essay about advertisements presents several challenges. The topic is vast, spanning various mediums like television, print, and social media, requiring careful selection of what to focus on. Additionally, the advertising landscape is constantly changing as new trends and strategies emerge, making it difficult to keep information current. Another challenge is balancing objective analysis with ethical critique, examining both positive impacts of ads as well as potential negative consequences. Crafting a coherent thesis that captures the essence of the topic in a nuanced way while engaging readers is also difficult. Despite these challenges, tackling this complex subject can provide insightful analysis and a better understanding of the pervasive world of advertising.
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Advertising Message
Welcome to the world of advertising! How many of you think advertisers unfairly influence us and “make” us buy items we do not need, cannot afford, and will not use? If you raised your hand or silently said “I do,” then you are among a majority of people who think advertisers will lie to encourage sales and believe consumers are helpless pawns in the corporate game of profitability.
Nothing could be further from the truth! Advertisers design catchy slogans, phrases, and songs to help us remember the points about a particular item the organization thinks will appeal to us. Did advertisers create the need? No! Did advertisers determine whether or not we wanted an item? Again, no! Although the psychology behind buyer motivation is the focus for another course, advertisers only use what is known to appeal to a specific group of buyers in hopes of affecting sales.
We are entering a world of bright lights, vivid colors, and every sensory perception will become aware when a commercial is on that appeals to something we have decided we need. Why do we want a Mercedes? Good quality? No, superior quality! But does it really cost $30,000 more to manufacturer a Mercedes than, say, a Ford? Most likely not. Then why do we have a mental image of a Mercedes as a premium product? Why, advertisers, of course! Keep in mind as we move throughout our course . . . advertisers work very hard to write messages and music that will appeal to us and motivate us into action.
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Week Three Lecture
Advertising Message
Welcome to the world of advertising! How many of you think advertisers unfairly influence us and “make” us buy items we do not need, cannot afford, and will not use? If you raised your hand or silently said “I do,” then you are among a majority of people who think advertisers will lie to encourage sales and believe consumers are helpless pawns in the corporate game of profitability.
Nothing could be further from the truth! Advertisers design catchy slogans, phrases, and songs to help us remember the points about a particular item the organization thinks will appeal to us. Did advertisers create the need? No! Did advertisers determine whether or not we wanted an item? Again, no! Although the psychology behind buyer motivation is the focus for another course, advertisers only use what is known to appeal to a specific group of buyers in hopes of affecting sales.
We are entering a world of bright lights, vivid colors, and every sensory perception will become aware when a commercial is on that appeals to something we have decided we need. Why do we want a Mercedes? Good quality? No, superior quality! But does it really cost $30,000 more to manufacturer a Mercedes than, say, a Ford? Most likely not. Then why do we have a mental image of a Mercedes as a premium product? Why, advertisers, of course! Keep in mind as we move throughout our course . . . advertisers work very hard to write messages and music that will appeal to us and motivate us into action.
The objective of advertising is to “inform, persuade, and reminder consumers about business and organizational products and other offerings” (Ogden & Ogden, 2014, section 4.1). There are three message executional frameworks: cognitive; affective; and conative, and how marketers determine which strategy has the highest probability of producing the desired effect on consumer behavior (Clow & Baack, 2012). Parker (2013) stated national universities tend to use more emotional, ego-based ads whereas regional universities tend to use more informational and rational ads. National universities use the affective message strategy, whereas regional universities use the cognitive message strategy. The key is to determine what type of message has the greatest chance of impacting consumer behavior.
Writing an advertising plan requires tedious and detailed concentration on many items. Figure 4.1 (Ogden & Ogden, 2014) in our text lists the ten steps in writing an advertising plan. As you can see from the figure, there is a tremendous amount of work involved in the planning. Today’s marketing managers are being held responsible for ROI within their allocated budget, so time must be taken to get th.
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The document discusses the evolution of public relations from traditional to modern practices with the rise of digital technologies and social media. It covers key topics such as:
1) How public relations has shifted from one-way communication models to two-way symmetrical models that emphasize mutual understanding between organizations and their publics.
2) The changing roles of PR from controlled messaging to dealing with uncontrolled online communication.
3) The rise of owned, paid, and earned media and how organizations use these different channels for public relations. Owned media refers to channels an organization fully controls like their website or social media, while earned media involves third party endorsements.
4) Grunig's models of public relations that progressed
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2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
3. Objectives of advertising include introducing new products, supporting personal selling, reaching new audiences, entering new markets, increasing sales, and enhancing goodwill. The importance of advertising is also highlighted, such as in promoting sales, introducing new products, creating a good public
Journal of Public Relations Education, Vol. 2 Issue 1
Authors
Joyce Haley, Abilene Christian University
Margaret Ritsch, Texas Christian University
Jessica†Smith, Abilene Christian University
Abstract
Student-led advertising and/or public relations agencies have increasingly become an educational component of university ad/PR programs. Previous research has established the value that advisers see in the agencies, and this study reports student perceptions of agency involvement. The survey (N = 210) found that participants rated the opportunity to work with real clients, the importance of their universities having agencies, and the increase in their own job marketability as the most positive aspects of the agency experience. Participants said that the most highly rated skills that agency participation built were the ability to work with clients, working in a team structure, and interpersonal skills.
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INSTRUCTIONS
Discussion 1: Contextualizing Quantitative Data in the Workplace- CORPORATE BANK FACILITATOR
What role does quantitative research play in your current (Corporate Bank Facilitator) professional role?
Share 1-2 specific examples of ways in which you have, or might, use quantitative data.
Include projects where you would like to do some analysis (quantitative, qualitative or mixed methods) but have not.
Describe the project and ask your classmates for their feedback!
· Your initial post (approximately 200-250 words) should address each question in the discussion
Running head: RESEARCH PROPOSAL 1
RESEARCH PROPOSAL 5
Topic: “The Effect of Social Media Marketing On Business Growth and Prosperity”
Introduction
Since early 2000s, businesses have seen the need of utilizing social media as a convenient platform to reach and engage their potential customers (Pourkhani et al., 2019). Social media has revolutionized the way businesses connect with consumers for the purpose of growing their brand. Notably, social media offers cheaper and highly accessible tools of marketing used by businesses to advance their promotional activities (Fan & Gordon, 2014). In United States, social media has highly transformed the world of business –allowing firms to innovate and improve their business plans in order to attain maximum growth and prosperity (As' ad & Alhadid, 2014). Therefore, this study explores the impact, benefit, and importance of social media to the growth and performance of businesses.
Purpose of the Study
According to Kane (2015), a researcher should have a tangible reason (s) for undertaking a particular study in any filed. Marketing is very crucial to each and every business. Marketing entails the need for companies to access the target markets and engage their potential customers. This is aimed at understanding customer needs and wants –something that is crucial in developing a product (s) which offer maximum satisfaction to consumers. Until late 90s, businesses relied on traditional mode of marketing which included radio, TV, newspaper, billboards, field-marketing, among others. Notably, these marketing channels were very expensive. However, the introduction of social media platforms in early 2000s availed cheap, accessible, and reliable means of reaching the target audiences. Consequently, there is need to explore the element of social media in order to establish its superiority and contribution in helping organizations to attain maximum growth and performance. Thus, this study seeks to establish the impact and benefit of social media platforms to organizations as far as elements of building brand awareness, increasing sales, and expanding markets are concerned.
Study Rationale
Before conducting a research, a researcher is supposed to explain clearly the importance of the study he or she is carrying out. This involves providing specific, valid, and ideally arguments in support of the research topic. The rationale of th ...
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This study examines how non-paid (earned) media coverage impacts the effectiveness of paid advertising for AT&T and Hotels.com over a 9-month period. PR data including media clips analyzed for favorability and impressions were collected for each company. Advertising creative effectiveness scores from the Advertising Benchmark Index were also collected every 2 weeks for ads from each company. The goal is to see if major positive or negative events in earned media coverage correlate with changes in advertising creative scores, with the long term aim of developing a predictive model. Methodology details the PR and advertising data collection processes.
More Than a Product Launch: A Comparative Analysis of Selected Influencer Mar...Reanne Franco
A comparison of the #YSLBlackOpiumExperience and
#UDSummerNights influencer marketing events. The purpose of this study was to examine the effectiveness of the selected influencer marketing events in the cosmetic industry.
This document summarizes research on perceptions of advertising on social media and its implications for word-of-mouth advocacy. It finds that social media users are more receptive to ads that provide entertainment, interactively engage users, or satisfy their information needs. Specifically, ads that foster participation and conversation tend to create more positive brand perceptions. The uses and gratifications theory, which posits that people use media to fulfill personal and social needs, helps explain why. Ads seen as invasive or distracting from users' goals tend to be viewed negatively.
Option #2Researching a Leader Complete preliminary rese.docxmccormicknadine86
Option #2:
Researching a Leader
Complete preliminary research on the Internet and/or using online library databases. Compose a 1 PAGE summary of sources and an overview of each source.
Post any questions or comments about the content or requirements of the Portfolio Project to the questions thread in the Discussion Forum.
.
Option 1 ImperialismThe exploitation of colonial resources.docxmccormicknadine86
Option 1: Imperialism
The exploitation of colonial resources and indigenous labor was one of the key elements in the success of imperialism. Such exploitation was a result of the prevalent ethnocentrism of the time and was justified by the unscientific concept of social Darwinism, which praised the characteristics of white Europeans and inaccurately ascribed negative characteristics to indigenous peoples. A famous poem of the time by Rudyard Kipling, "White Man's Burden," called on imperial powers, and particularly the U.S., at whom the poem was directed, to take up the mission of civilizing these "savage" peoples.
Read the poem at the following link:
Link (website):
White Man's Burden (Links to an external site.)
(Rudyard Kipling)
After reading the poem, address the following in a case study analysis:
Select a specific part of the world (a country), and examine imperialism in that country. What was the relationship between the invading country and the native people? You can select from these examples or choose your own:
Belgium & Africa
Britain & India
Germany & Africa
France & Africa
Apply social Darwinism to this specific case.
Analyze the motivations of the invading country?
How did ethnocentrism manifest in their interactions?
How does Kipling's poem apply to your specific example? You can quote lines for comparison.
.
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Writing an advertising plan requires tedious and detailed concentration on many items. Figure 4.1 (Ogden & Ogden, 2014) in our text lists the ten steps in writing an advertising plan. As you can see from the figure, there is a tremendous amount of work involved in the planning. Today’s marketing managers are being held responsible for ROI within their allocated budget, so time must be taken to get the advertising plan written in a manner for the .
LICA426 Major Research Project - YI TING LIAO-0814逸亭 廖
This document provides an overview of a research project investigating the sustainability performance of advertising agencies in the UK. It begins with an introduction that defines key terms and outlines the research questions. The literature review defines advertising agencies and discusses their influence. It examines sustainable development and performance in agencies in the context of workflows, creations/productions, and client relationships. The methodology uses qualitative interviews with an association officer and 10 agency managers to explore perceptions and challenges regarding sustainability. The findings and discussion/recommendations chapters analyze the results. The conclusion discusses limitations and opportunities for future research.
Select three advertisements from three different countries using tra.docxzenobiakeeney
Select three advertisements from three different countries using traditional advertising venues and Internet advertising venues. Assess how culture and ethics influence understanding the ad from each country.Incorporate concepts and examples from this week’s lecture in your post.
Week Three Lecture
Advertising Message
Welcome to the world of advertising! How many of you think advertisers unfairly influence us and “make” us buy items we do not need, cannot afford, and will not use? If you raised your hand or silently said “I do,” then you are among a majority of people who think advertisers will lie to encourage sales and believe consumers are helpless pawns in the corporate game of profitability.
Nothing could be further from the truth! Advertisers design catchy slogans, phrases, and songs to help us remember the points about a particular item the organization thinks will appeal to us. Did advertisers create the need? No! Did advertisers determine whether or not we wanted an item? Again, no! Although the psychology behind buyer motivation is the focus for another course, advertisers only use what is known to appeal to a specific group of buyers in hopes of affecting sales.
We are entering a world of bright lights, vivid colors, and every sensory perception will become aware when a commercial is on that appeals to something we have decided we need. Why do we want a Mercedes? Good quality? No, superior quality! But does it really cost $30,000 more to manufacturer a Mercedes than, say, a Ford? Most likely not. Then why do we have a mental image of a Mercedes as a premium product? Why, advertisers, of course! Keep in mind as we move throughout our course . . . advertisers work very hard to write messages and music that will appeal to us and motivate us into action.
The objective of advertising is to “inform, persuade, and reminder consumers about business and organizational products and other offerings” (Ogden & Ogden, 2014, section 4.1). There are three message executional frameworks: cognitive; affective; and conative, and how marketers determine which strategy has the highest probability of producing the desired effect on consumer behavior (Clow & Baack, 2012). Parker (2013) stated national universities tend to use more emotional, ego-based ads whereas regional universities tend to use more informational and rational ads. National universities use the affective message strategy, whereas regional universities use the cognitive message strategy. The key is to determine what type of message has the greatest chance of impacting consumer behavior.
Writing an advertising plan requires tedious and detailed concentration on many items. Figure 4.1 (Ogden & Ogden, 2014) in our text lists the ten steps in writing an advertising plan. As you can see from the figure, there is a tremendous amount of work involved in the planning. Today’s marketing managers are being held responsible for ROI within their allocated budget, so time must be taken to get th.
Assignment models public relations quotesenock nyoni
The document discusses the evolution of public relations from traditional to modern practices with the rise of digital technologies and social media. It covers key topics such as:
1) How public relations has shifted from one-way communication models to two-way symmetrical models that emphasize mutual understanding between organizations and their publics.
2) The changing roles of PR from controlled messaging to dealing with uncontrolled online communication.
3) The rise of owned, paid, and earned media and how organizations use these different channels for public relations. Owned media refers to channels an organization fully controls like their website or social media, while earned media involves third party endorsements.
4) Grunig's models of public relations that progressed
1. The document discusses marketing communication and advertising. It defines marketing communication as messages used to communicate with the market, including advertising, direct marketing, branding, packaging, online presence, and more.
2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
3. Objectives of advertising include introducing new products, supporting personal selling, reaching new audiences, entering new markets, increasing sales, and enhancing goodwill. The importance of advertising is also highlighted, such as in promoting sales, introducing new products, creating a good public
Journal of Public Relations Education, Vol. 2 Issue 1
Authors
Joyce Haley, Abilene Christian University
Margaret Ritsch, Texas Christian University
Jessica†Smith, Abilene Christian University
Abstract
Student-led advertising and/or public relations agencies have increasingly become an educational component of university ad/PR programs. Previous research has established the value that advisers see in the agencies, and this study reports student perceptions of agency involvement. The survey (N = 210) found that participants rated the opportunity to work with real clients, the importance of their universities having agencies, and the increase in their own job marketability as the most positive aspects of the agency experience. Participants said that the most highly rated skills that agency participation built were the ability to work with clients, working in a team structure, and interpersonal skills.
This document provides an abstract and introduction for a master's thesis that investigates whether single media or cross-media storytelling is more successful for affecting outcomes. The study compares the cognitive, affective, and behavioral effects of a print-only storytelling campaign versus a print and internet cross-media storytelling campaign, while also considering the moderating role of consumer product involvement. The introduction reviews literature on storytelling in advertising, different storytelling formats and components, and research on the effectiveness of single media versus cross-media campaigns. The author aims to contribute new insights on using storytelling within a single medium and how media choices should differ based on consumer involvement levels.
How do green firms appeal users with pop ups...sibr pptDaniel LK
This document summarizes a study that explored how green firms use pop-up and in-line ads to appeal to and influence consumers' attitudes. The study developed a research framework based on existing advertising literature and proposed hypotheses about how factors like emotion, entertainment, credibility and irritation affect attitudes toward green ads. A quantitative survey was conducted and found entertainment and credibility were most important in influencing attitudes, while irritation was less so. The study provides suggestions for further research with larger sample sizes and examining specific green products or media.
This document discusses the challenges involved in writing an essay about the complex topic of advertising. It notes that advertising encompasses various mediums and has evolved over time, requiring an understanding of history and changing trends. An analysis must also delve into the psychological and ethical aspects of how advertising influences consumers and shapes culture. Constructing a comprehensive essay demands navigating a vast landscape of sources to substantiate arguments and provide different viewpoints. The language used must balance accessibility and intellectual rigor to engage both experts and lay readers. Overall, an essay on this multifaceted subject requires dedication, research skills, and the ability to handle diverse perspectives.
INSTRUCTIONSDiscussion 1 Contextualizing Quantitative Data .docxcarliotwaycave
INSTRUCTIONS
Discussion 1: Contextualizing Quantitative Data in the Workplace- CORPORATE BANK FACILITATOR
What role does quantitative research play in your current (Corporate Bank Facilitator) professional role?
Share 1-2 specific examples of ways in which you have, or might, use quantitative data.
Include projects where you would like to do some analysis (quantitative, qualitative or mixed methods) but have not.
Describe the project and ask your classmates for their feedback!
· Your initial post (approximately 200-250 words) should address each question in the discussion
Running head: RESEARCH PROPOSAL 1
RESEARCH PROPOSAL 5
Topic: “The Effect of Social Media Marketing On Business Growth and Prosperity”
Introduction
Since early 2000s, businesses have seen the need of utilizing social media as a convenient platform to reach and engage their potential customers (Pourkhani et al., 2019). Social media has revolutionized the way businesses connect with consumers for the purpose of growing their brand. Notably, social media offers cheaper and highly accessible tools of marketing used by businesses to advance their promotional activities (Fan & Gordon, 2014). In United States, social media has highly transformed the world of business –allowing firms to innovate and improve their business plans in order to attain maximum growth and prosperity (As' ad & Alhadid, 2014). Therefore, this study explores the impact, benefit, and importance of social media to the growth and performance of businesses.
Purpose of the Study
According to Kane (2015), a researcher should have a tangible reason (s) for undertaking a particular study in any filed. Marketing is very crucial to each and every business. Marketing entails the need for companies to access the target markets and engage their potential customers. This is aimed at understanding customer needs and wants –something that is crucial in developing a product (s) which offer maximum satisfaction to consumers. Until late 90s, businesses relied on traditional mode of marketing which included radio, TV, newspaper, billboards, field-marketing, among others. Notably, these marketing channels were very expensive. However, the introduction of social media platforms in early 2000s availed cheap, accessible, and reliable means of reaching the target audiences. Consequently, there is need to explore the element of social media in order to establish its superiority and contribution in helping organizations to attain maximum growth and performance. Thus, this study seeks to establish the impact and benefit of social media platforms to organizations as far as elements of building brand awareness, increasing sales, and expanding markets are concerned.
Study Rationale
Before conducting a research, a researcher is supposed to explain clearly the importance of the study he or she is carrying out. This involves providing specific, valid, and ideally arguments in support of the research topic. The rationale of th ...
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
This document summarizes a research study that aimed to determine the influence of integrated marketing communication (IMC) on consumer decision-making in the pharmaceutical sector in Tamil Nadu, India. The study involved designing a questionnaire to survey marketing managers and analyzing the collected data using SPSS software. Descriptive statistics on the survey responses are provided. The results of hypothesis testing using regression analysis are also presented, showing that IMC and factors like coordinated marketing, synergy, and consumer behavior have a significant relationship and impact on one another. Over 60% of the variations in IMC are explained by the independent variables in the study.
How Does Non-Paid Media Impact the Effectiveness of Paid Ads?Sarah Jackson
This study examines how non-paid (earned) media coverage impacts the effectiveness of paid advertising for AT&T and Hotels.com over a 9-month period. PR data including media clips analyzed for favorability and impressions were collected for each company. Advertising creative effectiveness scores from the Advertising Benchmark Index were also collected every 2 weeks for ads from each company. The goal is to see if major positive or negative events in earned media coverage correlate with changes in advertising creative scores, with the long term aim of developing a predictive model. Methodology details the PR and advertising data collection processes.
More Than a Product Launch: A Comparative Analysis of Selected Influencer Mar...Reanne Franco
A comparison of the #YSLBlackOpiumExperience and
#UDSummerNights influencer marketing events. The purpose of this study was to examine the effectiveness of the selected influencer marketing events in the cosmetic industry.
This document summarizes research on perceptions of advertising on social media and its implications for word-of-mouth advocacy. It finds that social media users are more receptive to ads that provide entertainment, interactively engage users, or satisfy their information needs. Specifically, ads that foster participation and conversation tend to create more positive brand perceptions. The uses and gratifications theory, which posits that people use media to fulfill personal and social needs, helps explain why. Ads seen as invasive or distracting from users' goals tend to be viewed negatively.
Similar to Comment Advertising Won’t Die, But Defining It WillContinue.docx (20)
Option #2Researching a Leader Complete preliminary rese.docxmccormicknadine86
Option #2:
Researching a Leader
Complete preliminary research on the Internet and/or using online library databases. Compose a 1 PAGE summary of sources and an overview of each source.
Post any questions or comments about the content or requirements of the Portfolio Project to the questions thread in the Discussion Forum.
.
Option 1 ImperialismThe exploitation of colonial resources.docxmccormicknadine86
Option 1: Imperialism
The exploitation of colonial resources and indigenous labor was one of the key elements in the success of imperialism. Such exploitation was a result of the prevalent ethnocentrism of the time and was justified by the unscientific concept of social Darwinism, which praised the characteristics of white Europeans and inaccurately ascribed negative characteristics to indigenous peoples. A famous poem of the time by Rudyard Kipling, "White Man's Burden," called on imperial powers, and particularly the U.S., at whom the poem was directed, to take up the mission of civilizing these "savage" peoples.
Read the poem at the following link:
Link (website):
White Man's Burden (Links to an external site.)
(Rudyard Kipling)
After reading the poem, address the following in a case study analysis:
Select a specific part of the world (a country), and examine imperialism in that country. What was the relationship between the invading country and the native people? You can select from these examples or choose your own:
Belgium & Africa
Britain & India
Germany & Africa
France & Africa
Apply social Darwinism to this specific case.
Analyze the motivations of the invading country?
How did ethnocentrism manifest in their interactions?
How does Kipling's poem apply to your specific example? You can quote lines for comparison.
.
Option Wireless LTD v. OpenPeak, Inc.Be sure to save an elec.docxmccormicknadine86
Option Wireless LTD v. OpenPeak, Inc.
Be sure to save an electronic copy of your answers before submitting it to Ashworth College for grading. Unless otherwise stated, you should answer in complete sentences, and be sure to use correct English, spelling, and grammar. Sources must be cited in APA format.
Your response should be a minimum of four (4) double-spaced pages; refer to the Length and Formatting instructions below for additional details.
In complete sentences respond to the following prompts:
Summarize the facts of the case;
Identify the parties and explain each party’s position;
Outline the case’s procedural history including any appeals;
What is the legal issue in question in this case?
How did the court rule on the legal issue of this case?
What facts did the court find to be most important in making its decision?
Respond to the following questions:
Are there any situations in which it might be a good idea to include additional or different terms in the “acceptance” without making the acceptance expressly conditional on assent to the additional or different terms?
Under what conditions can a contract be formed by the parties’ conduct? Why wasn’t the conduct of the parties here used as the basis for a contract?
Do you agree or disagree with the court’s decision? Provide an explanation for your reasoning either agree or disagree.
UNITED STATES DISTRICT COURT SOUTHERN DISTRICT OF FLORIDA CASE NO. 12-80165-CIV-MARRA
OPTION WIRELESS, LTD., an Irish limited liability company, Plaintiff, v. OPENPEAK, INC., a Delaware corporation, Defendant. ______________________________/
OPINION AND ORDER
THIS CAUSE is before the Court upon Plaintiff/Counter-Defendant’s Motion to Dismiss Defendant/Counter-Plaintiff’s Counterclaim (DE 6). Counter-Plaintiff OpenPeak Inc. filed its 1 Memorandum in Opposition (DE 8). Counter-Defendant Option Wireless, Ltd, replied. (DE 12). The Court has carefully considered the briefs ofthe parties and is otherwise fully advised in the premises. I. Introduction2 In July 2010, Counter-Plaintiff OpenPeak Inc. was producing a computer tablet product for AT&T. (DE 4 ¶ 5). Seeking embedded wireless data modules for the tablet, Counter-Plaintiff submitted a purchase order to Counter-Defendant Option Wireless, Ltd, for 12,300 units of the modules at the price of $848,700.00. (DE 4 ¶ 4). Section 9 of the purchase order, labeled “BUYER’S TERMS AND CONDITIONS,” provided that [a]ll purchase orders and sales are made only upon these terms and conditions and those on the front of this document. This document, and not any quotation, invoice, or other Seller document (which, if construed to be an offer is hereby rejected), will Option Wireless, Ltd. v. OpenPeak, Inc. Doc. 19 Dockets.Justia.com 2 be deemed an offer or an appropriate counter-offer and is a rejection of any other terms or conditions. Seller, byaccepting any orders or deliverin.
Option A Land SharkWhen is a shark just a shark Consider the.docxmccormicknadine86
Option A: Land Shark
When is a shark just a shark? Consider the movie
Jaws
. What could the shark symbolize in our culture, society, or collective human mythology other than a man-eating fish? Why? Support your answer.
Next, think about a theatrical staging of
Jaws
. Describe the artistic choices you would make to bring
Jaws
the movie to Broadway. What genre would you choose? Describe at least three other elements of production and how you would approach them in your staging of
Jaws
as a stage play or musical.
Create
a response to these concepts in one of the following formats:
350- to 700-word paper
Apply
appropriate APA formatting.
.
Option 3 Discuss your thoughts on drugs and deviance. Do you think .docxmccormicknadine86
Option 3: Discuss your thoughts on drugs and deviance. Do you think using drugs is deviant behavior? Why do you think alcohol and tobacco are legal drugs and their use is not considered deviant when they are addictive, physically harmful, and socially disruptive?
No quotes or references needed.
.
OPTION 2 Can we make the changes we need to make After the pandemi.docxmccormicknadine86
OPTION 2: Can we make the changes we need to make? After the pandemic, we are in a time of significant upheaval and transition. We are all more keenly aware that economic shifts and transformations can happen suddenly and dramatically. As the World shut itself down in March 2020, it makes us all aware that we can change behavior globally and as a matter of will. In the U.S., people began to quarantine themselves ahead of government action more often than as a result of government mandates. Write a cohesive 1-2 page single-spaced document that answers the following questions.
2a. Reflecting on the profound changes we have all seen in the past year, how does that change your views regarding what might be possible with regard to energy use, carbon reductions, or other major transformations that might be needed to impact the type of climate change Earth has been experiencing.
2b. Reflect on the type of transformations that would be involved to address global warming. Now that you have seen the recent major transformations, does this make you believe that global warming threats can prompt the type of major economic and industrial changes needed to reduce the impacts that have been anticipated with increasing climate changes?
2c. What are the "experts" saying about the possibility of these transformations in light of what they have seen during the pandemic? Are researchers more or less optimistic about our global ability to reduce green house gases and control climate change after seeing the impact of the pandemic? Be sure to include REFERENCES both at the end of the text and in the text, like (Author, year)
.
Option 1 You will create a PowerPoint (or equivalent) of your p.docxmccormicknadine86
Option 1: You will create a PowerPoint (or equivalent) of your presentation and add voice over.
Option 2: If you are unable to add voice over to your PowerPoint, you will create a PowerPoint (or equivalent) of your presentation. Next, you will use
Screencast-o-
Matic
(or a similar program) to create a video recording of your screen and voice as your present the information. Third, you will upload the video presentation to
YouTube
so your instructor can view it. If you choose this option, you will submit your article as well as the PowerPoint (or equivalent) file and the link to the YouTube presentation to complete this assignment.
Guidelines:
The presentation must include both audio (your voice explaining the information) and visual (PowerPoint presentation including text and/or images). Videos should not be used within the presentation.
The presentation should include the following three aspects:
An overview of your specific topic and its importance and application in current society. Include historical information as appropriate to understand your topic.
Identification, discussion, and
critical evaluation
of the most frequently used assessment instruments related to your topic. Include the typical settings and purposes for which assessment instruments are used.
Discussion of the ethical, cultural, and societal issues concerning the use of psychological tests and assessment as related to your topic.
The presentation must be 15 minutes long (no more than 20).
The presentation must include information from at least 10 scholarly sources (if used, the course textbook does not count as one of these 10 sources).
APA style citations should be used within the presentation. A reference section (in APA style) should appear at the end of the presentation.
Resources:
.
Option A Description of Dance StylesSelect two styles of danc.docxmccormicknadine86
Option A: Description of Dance Styles
Select
two styles of dance, such as ballet, modern dance, or folk dance.
Describe
each style of dance, and
include
the following:
History and development of the style
Discussion of your understanding of the use of line, form, repetition, and rhythm in each piece
Description of what the movements of both styles communicate to you in terms of mood
Description of how artistic choice can affect the viewer in the selected style
Submit
your assignment in one of the following formats:
700- to 1,050-word paper
.
Option #2Provide several slides that explain the key section.docxmccormicknadine86
Option #2
Provide several slides that explain the key sections of your strategy you will use in the final Portfolio Project. Provide section headers and a brief description of each.
FINAL PROJECT GUIDE
In a 6- to 10-page paper, as the local Union President, design a managing union handbook for union relationship building and a process that favors union employees as well as identifying key components of the bargaining process that can easily be sold to your union members. Apply theory and design systems and policies throughout your work covering:
Contextual factors (historical and legislative) that have impacted and still impact the union environment;
policies that create a more sustainable union model;
management strategy for union collective bargaining that includes: innovative wage, benefit, and non-wage factors; and
employee engagement and involvement strategies that take into consideration the diverse and changing labor force.
.
Option 2 Slavery vs. Indentured ServitudeExplain how and wh.docxmccormicknadine86
Option 2: Slavery vs. Indentured Servitude
Explain how and why slavery developed in the American colonies.
Describe in what ways the practice of slavery was different between each colonial region in British North America.
Analyze the differences between slaves and indentured servants.
Writing Requirements (APA format)
Length: 1-2 pages (not including title page or references page)
Use standard essay writing process by including an introduction, body paragraphs, and a conclusion.
1-inch margins
Double spaced
12-point Times New Roman font
Title page
References page (minimum of 1 scholarly source)
No abstract is required
In-text citations that correspond with your end references
.
Option 2 ArtSelect any 2 of works of art about the Holocaus.docxmccormicknadine86
Option 2: Art
Select any 2 of works of art about the Holocaust. You can select from the following list or conduct additional research on Holocaust art. Make sure to get approval from your instructor if you are selecting something not on the list. Click on the link to see the list:
Link: List of Artists/Artworks
Write an analysis of each artwork, including the following information:
Identify the title, artist, date completed, and medium used.
Explain the content of the artwork - what do the images show?
How does the artwork relate to the bigger picture of the Holocaust?
How effective is the artwork in relating the Holocaust to viewers?
LIST OF ARTISTS AND ARTWORK
Morris Kestelman:
Lama Sabachthani [Why Have You Forsaken Me?]
George Mayer-Marton:
Women with Boudlers
Bill Spira:
Prisoners Carrying Cement
Jan Hartman:
Death March (Czechowice-Bielsko, January 1945)
Edgar Ainsworth:
Belsen
Leslie Cole:
One of the Death Pits, Belsen. SS Guards Collecting Bodies
Doris Zinkeisen:
Human Laundry, Belsen: April 1945
Eric Taylor:
A Young Boy from Belsen Concentration Camp
Mary Kessell:
Notes from Belsen Camp
Edith Birkin:
The Death Cart - Lodz Ghetto
Shmuel Dresner:
Benjamin
Roman Halter:
Mother with Babies
Leo Breuer:
Path Between the Barracks, Gurs Camp
Leo (Lev) Haas:
Transport Arrival, Theresienstadt Ghetto
Jacob Lipschitz:
Beaten (My Brother Gedalyahu)
Norbert Troller:
Terezin
Anselm Kiefer:
Sternenfall
.
Option #1 Stanford University Prison Experiment Causality, C.docxmccormicknadine86
Option #1:
Stanford University Prison Experiment: Causality, Controlling Patterns, and Growth Mode
Revisit Philip Zimbardo's (1971) Stanford University Prison Experiment. Analyze the experiment in terms of causality, controlling patterns, and its growth mode.
What lessons can be learned from this experiment that can be generalized to business social systems, such as organizational design/organizational structures?
Your well-written paper should meet the following requirements:
· Be 5 pages in length.
· Be formatted according to APA
· Include at least five scholarly or peer-reviewed articles
· Include a title page, section headers, introduction, conclusion, and references page.
Reference:
Revisiting the Stanford Prison Experiment: a Lesson in the Power of Situation
~~~~~~~~
BY THE 1970s, psychologists had done a series of studies establishing the social power of groups. They showed, for example, that groups of strangers could persuade people to believe statements that were obviously false. Psychologists had also found that research participants were often willing to obey authority figures even when doing so violated their personal beliefs. The Yale studies by Stanley Milgram in 1963 demonstrated that a majority of ordinary citizens would continually shock an innocent man, even up to near-lethal levels, if commanded to do so by someone acting as an authority. The "authority" figure in this case was merely a high-school biology teacher who wore a lab coat and acted in an official manner. The majority of people shocked their victims over and over again despite increasingly desperate pleas to stop.
In my own work, I wanted to explore the fictional notion from William Golding's Lord of the Flies about the power of anonymity to unleash violent behavior. In one experiment from 1969, female students who were made to feel anonymous and given permission for aggression became significantly more hostile than students with their identities intact. Those and a host of other social-psychological studies were showing that human nature was more pliable than previously imagined and more responsive to situational pressures than we cared to acknowledge. In sum, these studies challenged the sacrosanct view that inner determinants of behavior--personality traits, morality, and religious upbringing--directed good people down righteous paths.
Missing from the body of social-science research at the time was the direct confrontation of good versus evil, of good people pitted against the forces inherent in bad situations. It was evident from everyday life that smart people made dumb decisions when they were engaged in mindless groupthink, as in the disastrous Bay of Pigs invasion by the smart guys in President John F. Kennedy's cabinet. It was also clear that smart people surrounding President Richard M. Nixon, like Henry A. Kissinger and Robert S. McNamara, escalated the Vietnam War when they knew, and later admitted, it was not winnable. They were .
Option A Gender CrimesCriminal acts occur against individu.docxmccormicknadine86
Option A: Gender Crimes
Criminal acts occur against individuals because of gender – some of these are labeled as hate crimes in the U.S. (consider cases of violence against transgendered and homosexual individuals) and others occur across cultures. Choose two other types of “gender crimes” and discuss what these acts reveal about deep-seated cultural values and beliefs. One possibility is to examine bride burning or dowry death in India.
Submit a paper (750-1250 words) that explores gender crimes. Provide at least three references cited within the text and listed in the references section.
.
opic 4 Discussion Question 1 May students express religious bel.docxmccormicknadine86
opic 4: Discussion Question 1
May students express religious beliefs in class discussion or assignments or engage in prayer in the classroom? What are some limitations? Support your position with examples from case law, the U.S. Constitution, or other readings.
Topic 4: Discussion Question 2
Do all student-led religious groups have an absolute right to meet at K-12 schools? If not, discuss one limitation under the Equal Access Act. May a teacher be a sponsor of the club? Can the teacher participate in its activities? Why or why not? Support your position with examples from case law, the U.S. Constitution, or other readings.
.
Option 1Choose a philosopher who interests you. Research that p.docxmccormicknadine86
Option 1:
Choose a philosopher who interests you. Research that philosopher, detailing how they developed their ideas and the importance of those ideas to the progress of philosophy and human understanding. Keep in mind that you should be focusing on their philosophy, not simply their biography, although some basic details of their life not related to philosophy may be needed, especially when it involves experiences that influenced their thinking.
Option 2:
Look at a specific Philosophical movement. Explain the ideas important to that movement (such as existentialism and positivism) and the influence they had. I am pretty flexible on what you can do with this one, so if you have an idea, don’t hesitate to ask!
Requirements
The typed body of your paper must be a minimum of 1500 words.
It should be typed, 12 point, double spaced. A minimum of three sources must be used,
.
Option #1The Stanford University Prison Experiment Structu.docxmccormicknadine86
Option #1:
The Stanford University Prison Experiment: Structure, Behavior, and Results
Philip Zimbardo’s Stanford University Prison Experiment could be described as a system whose systemic properties enabled the behaviors of the system's actors, leading to disturbing results.
Analyze the situation. What were the key elements of the system? How did the system operate? Why did the participants behave as they did? What lessons can be learned from this experiment about systems in relation to management?
Your well-written paper should meet the following requirements:
Be six pages in length.
Be formatted according to the APA
Include at least seven scholarly or peer-reviewed articles.
Include a title page, section headers, introduction, conclusion, and references page.
Reference:
Zimbardo, P. G. (2007).
Revisiting the Stanford prison experiment: A lesson in the power of situation (Links to an external site.)
.
Chronicle of Higher Education, 53(
30), B6.
BY THE 1970s, psychologists had done a series of studies establishing the social power of groups. They showed, for example, that groups of strangers could persuade people to believe statements that were obviously false. Psychologists had also found that research participants were often willing to obey authority figures even when doing so violated their personal beliefs. The Yale studies by Stanley Milgram in 1963 demonstrated that a majority of ordinary citizens would continually shock an innocent man, even up to near-lethal levels, if commanded to do so by someone acting as an authority. The "authority" figure in this case was merely a high-school biology teacher who wore a lab coat and acted in an official manner. The majority of people shocked their victims over and over again despite increasingly desperate pleas to stop.
In my own work, I wanted to explore the fictional notion from William Golding's Lord of the Flies about the power of anonymity to unleash violent behavior. In one experiment from 1969, female students who were made to feel anonymous and given permission for aggression became significantly more hostile than students with their identities intact. Those and a host of other social-psychological studies were showing that human nature was more pliable than previously imagined and more responsive to situational pressures than we cared to acknowledge. In sum, these studies challenged the sacrosanct view that inner determinants of behavior--personality traits, morality, and religious upbringing--directed good people down righteous paths.
Missing from the body of social-science research at the time was the direct confrontation of good versus evil, of good people pitted against the forces inherent in bad situations. It was evident from everyday life that smart people made dumb decisions when they were engaged in mindless groupthink, as in the disastrous Bay of Pigs invasion by the smart guys in President John F. Kennedy's cabinet. It was also clear that smart people su.
Open the file (Undergrad Reqt_Individual In-Depth Case Study) for in.docxmccormicknadine86
Open the file (Undergrad Reqt_Individual In-Depth Case Study) for instruction which is
blue highlighted
and I already
highlighted yellow
for the section that you need to answer which is
SECTION 2.
I
uploaded 2 articles that you need to read to answer the questions
and Pay attention to (Individual In-Depth Case Study Rubric).
.
onsider whether you think means-tested programs, such as the Tem.docxmccormicknadine86
onsider whether you think means-tested programs, such as the Temporary Assistance for Needy Families (TANF), Supplemental Nutrition Assistance Program (SNAP), and Supplemental Security Income (SSI), create dependency among its recipients. Then, think about how the potential perception of dependency might contribute to the stigma surrounding welfare programs. Finally, reflect on the perceptions you might have regarding individuals who receive means-tested welfare and how that perception might affect your work with clients.
By Day 4
Post
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7 - 10 slides total (
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Comment Advertising Won’t Die, But Defining It WillContinue.docx
1. Comment: Advertising Won’t Die, But Defining It Will
Continue to be Challenging
Jisu Huh
University of Minnesota, Minneapolis, Minnesota, USA
The evolution of the field of advertising has constantly
demanded redefining what advertising is and what topics fit
under the rubric of “advertising research.” In response, both
academic and industry organizations have often developed
definitions resembling a laundry list of new advertising types
added to earlier definitions of advertising. While this might be
useful for temporarily addressing the gap between the estab-
lished concept of advertising and the changing reality of the
phenomenon, more thoughtful and rigorous conceptualization
of advertising has been long overdue.
Thus, I am excited to see Dahlen and Rosengren’s (2016)
article and thank the authors for their contribution to the adver-
tising discipline by reinitiating the important discussion about
2. how advertising should be defined. This work presents the
compelling need for redefining advertising, a thoughtful over-
view of the historical development of advertising definitions, a
systematic conceptual approach focusing on three specific
dynamics, and well-developed empirical studies testing the
new definition.
While Dahlen and Rosengren (2016) make an excellent
effort, developing a universally accepted definition that delin-
eates the boundaries of the phenomenon that is the central
focus of scholarly inquiry is not easy for any academic disci-
pline. Especially for a field like ours, which is closely linked
to constantly evolving phenomena, it seems impossible to
develop the perfect definition including everything and satisfy-
ing everyone. Thus, an important question preceding “What is
advertising?” would be “What is the purpose and motivation
of (re-)defining advertising?” Is it to include everything prac-
ticed under the name of advertising? To expand the size of the
academic field of advertising? To advance advertising
3. scholarship and theory building? Or to determine what should
be covered in advertising education?
Some of these questions are present in every call to develop
a better definition of advertising. However, would it be truly
attainable, or even desirable, to try to address all of these ques-
tions in a single definition? In an ideal sense, research, educa-
tion, and practice should be closely connected, but they are not
exactly the same field because of differences in the missions,
objectives, and environmental/structural factors between aca-
demia and industry, and even within the academic community.
Keeping this in mind, I respond here to Dahlen and Rose-
ngren’s (2016) proposed working definition and pose some
questions with the purpose of advancing the academic field of
advertising and advertising theory building. I hope my com-
ments serve as food for thought and help advance the impor-
tant dialogue about the definition of advertising.
TO ADVANCE THE ACADEMIC FIELD OF ADVERTISING
AS A UNIQUE AND COHESIVE DISCIPLINE
Is advertising a unique scientific field? This question has
4. been confronting us for decades, and with our collective
actions we suggest an answer of “yes” to this question (for a
detailed discussion, see Thorson and Rodgers 2012). The aca-
demic discipline of advertising is a unique and cohesive field
that is “formed around advertisements” (Thorson and Rodgers
2012, p. 13) and situated at the intersection of mass communi-
cation, journalism, and marketing.
To establish and advance an academic discipline, it is
essential for its members to share an understanding of the
unique attributes of the phenomenon of the collective schol-
arly interest that distinguish it from related others. Thus, the
definition of advertising is inherently linked to the legitimacy
of the advertising field as a unique scientific discipline and
fundamental to the field’s cohesive identity.
This seemingly straightforward task becomes complicated
due to the complex and accidental nature of the academic ori-
gin of the advertising field and diverse backgrounds of its
Address correspondence to Jisu Huh, School of Journalism and
5. Mass
Communication, University of Minnesota, 206 Church Street
SE, Mur-
phy Hall 338, Minneapolis, MN 55455. E-mail:
[email protected]
Jisu Huh (PhD, University of Georgia) is Professor, Raymond
O.
Mithun Chair in Advertising, School of Journalism and Mass
Communication, University of Minnesota, and 2016 President of
the
American Academy of Advertising.
356
Journal of Advertising, 45(3), 356–358
Copyright � 2016, American Academy of Advertising
ISSN: 0091-3367 print / 1557-7805 online
DOI: 10.1080/00913367.2016.1191391
members (Ross and Richards 2008). Depending on individual
backgrounds and academic affiliations, an attribute that is
important and unique to some might not be so to others. This
perspective-driven difference is noticeable in Dahlen and
Rosengren’s (2016) study. Reviewing the previous advertising
definitions, for example, the authors criticize use of the term
mediated as confusing and suggest it should be dropped from
6. the definition, and argue paid is too limiting and should be
replaced with brand-initiated.
The confusion about the term mediated may stem from the
Dahlen and Rosengren’s (2016) marketing-oriented back-
grounds. The authors state that “brands are increasingly adver-
tising through own channels, ranging from social media to
Web sites and apps, which would not be a mediated
communication,” but all of these examples are actually medi-
ated forms of communication. Mediated communication is a
concept referring to communication performed through media,
not through face-to-face interpersonal communication. From
the marketing scholars’ perspectives, mediated and paid might
not be considered unique attributes that matter for advertising
research. However, from the mass communication perspective,
distinguishing advertising from other forms of communication
is important for the purpose of establishing advertising as a
unique academic field and as a unique academic unit within a
university. Dahlen and Rosengren (2016) are too quick to
7. identify advertising as a discipline in marketing. However,
given that about two-thirds of the members of the American
Academy of Advertising are from journalism and mass com-
munication programs, and 95% of advertising programs in the
United States are situated in journalism and mass communica-
tion or arts and sciences colleges (Ross and Richards 2008), it
would be important to bring in the mass communication per-
spectives and compare them to those from the marketing
perspectives.
Within the broad field of communication, interpersonal
communication and mediated communication are clearly dis-
tinguished and studied in separate disciplines where unique
theoretical parameters exist, causing different directions in
theory development. In the previous definitions of advertising,
mass communication or mediated form of communication has
served the purpose of distinguishing advertising from interper-
sonal/speech communication. Likewise, paid has distinguished
advertising from public relations and other forms of communi-
8. cation that are not under the advertiser’s control (Richards and
Curran 2002).
I agree with Dahlen and Rosengren’s (2016) contention that
the terms paid and identifiable sources might be too limiting
given new forms of advertising. However, I still struggle with
the disciplinary distinctions that exist in the academe, espe-
cially in the broad field of communication. It is true that
boundaries in the business practices of advertising and public
relations have been blurring. However, is a changing business
practice sufficient justification for eliminating key components
in the definition of the phenomenon that identifies an academic
discipline? Furthermore, would the convergence trend in mar-
keting communication necessarily make the academic disci-
plinary distinction between advertising and other forms of
communication obsolete and meaningless? These questions
need to be examined thoughtfully to advance our field as a
unique and cohesive academic discipline.
TO DRAW CONCEPTUAL BOUNDARIES FOR
9. ADVERTISING THEORY
Applying the conceptualization of level fields versus vari-
able fields, Faber, Duff, and Nan (2012) elegantly described
the nature of theory building in variable fields: “rather than
desiring theories with broad abstract generalizations, variable
fields should be concerned with identifying the boundary con-
ditions where a broader theory might no longer be true. To do
this, a variable field needs to recognize what makes it unique
and to identify the variables that it can contribute to testing
and qualifying broad theories from level fields” (pp. 19–20).
For advertising theory building, therefore, it is imperative to
identify the unique attributes of advertising and recognize how
they may influence more general theories.
Faber, Duff, and Nan (2012) proposed four unique attrib-
utes that could serve to challenge the boundary conditions for
general theories and thereby advance advertising theory build-
ing: consumer skepticism, repetition, message coordination,
and clutter. If we agree that “persuasive intent by an identifi-
10. able source” are two essential elements of an advertising defi-
nition, consumer skepticism and persuasion knowledge would
be important variables of interest that would lead to meaning-
ful advertising theory development. However, if such concep-
tual elements are not part of the definition, researchers would
have to qualify their theoretical contributions as confined to
only certain types of advertising but not all.
The issue of boundary conditions for advertising theory is
inherently linked to the issue of ecological and external validity
of
advertising research. Advertising theories should be relevant to
practice, and advertising research should be based on real-world
advertising issues. The definition of advertising, therefore, is
fun-
damental for determining the ecological validity of research and
identifying true advertising research as such, and disguised mar-
keting, consumer behavior, psychology, and mass
communication
research as such. I would encourage the authors to consider the
issues of boundary conditions for advertising theory building,
11. external and ecological validity, and the implications of their
pro-
posed definition for addressing these issues.
TO EXPAND THE FIELD OF ADVERTISING RESEARCH
The expansion of advertising practice and research has been
happening in multiple dimensions, including expansion beyond
traditional mass media advertising, advertising agency work,
effect outcomes, and branding/marketing communication. I
agree
with Dahlen and Rosengren’s (2016) suggestion that a revised
COMMENT: ADVERTISING WON’T DIE, BUT DEFINING IT
WILL CONTINUE TO BE CHALLENGING 357
definition of advertising should update the term receiver to
reflect
the more active roles of consumers and broaden the scope of
advertising effects.
However, the fourth expansion area and the growing trend
in grant-oriented research in the mass communication field
call the brand-initiated component in the proposed definition
12. into question. What would be the implications of the term
brand-initiated for the growing subareas of advertising that
are not branding or marketing communication? If we are to
embrace or even foster research about communication cam-
paigns promoting ideas, issues, or health for the benefits of
general public, brand-initiated might not be the best word
choice, even with a qualifying explanation of the term. Per-
haps a less marketing-oriented phrase, for example,
“communication initiated by an organization or person,”
would make the definition more open to the growing research
areas focusing on nonmarketing, nonbranding communication
campaigns.
CONCLUDING THOUGHTS
Advertising will be alive and well, constantly transformed,
and continue to be understood differently by different stake-
holders. Some aspects of the conceptualization of advertising
can and should cover the common denominator agreed by
everyone (e.g., “communication”), but other aspects will likely
13. be debated continuously and disagreed upon regularly. How-
ever, such disagreement should be considered not a sign of a
discipline in crisis but a sign of a vigorously growing field
with many new avenues for future research.
The advertising academic field has been dealing with the
criticism of lagging behind real-world practice and its seeming
unwillingness to broaden the definition of advertising. Dahlen
and Rosengren’s (2016) proposed working definition is defi-
nitely less narrow than the previous ones. As acknowledged
by the authors, however, the trade-off between the overinclu-
siveness and underinclusiveness of a definition is an important
issue. Depending on the motivation of an author, different defi-
nitions would likely err on different sides. The current working
definition errs on the overinclusive side in an attempt to “stay
relevant,” which brings up another important balancing issue:
dealing with the different motivations of practitioners and
academics.
Many verbatim comments quoted in Richards and Curran
14. (2002) indicate significantly different viewpoints of the two
groups. The mean scores reported in the current study about
practitioners’ and academics’ ratings of different definitions
also showed that academics rated the previous definition as
more proper than the new definition, but professionals rated
the new definition as more proper. Unfortunately, this very
interesting result did not get adequate attention from the
authors, who focused more on a general discussion arguing
that the new definition was improvement over the previous
one.
The missions and motivations driving advertising practice and
academic research and education, and challenges and opportuni-
ties affecting them, are intertwined but not the same across the
dif-
ferent sectors. Our different backgrounds would likely have
significant impact on what each of us would consider an accept-
able or perfect definition of advertising. Finding a definition
that
satisfies everyone might be impossible, but the chance of doing
15. so
would improve if additional studies and open discussion
continue.
In doing so, more thoughtful consideration of purpose-driven
defi-
nitions and cross-fertilization across scholars with different
back-
grounds is strongly recommended.
REFERENCES
Dahlen, Micael, and Sara Rosengren (2016), “If Advertising
Won’t Die, What
Will It Be? Toward a Working Definition of Advertising,”
Journal of
Advertising, 45 (3), 334–345.
Faber, Ronald J., Brittany R.L. Duff, and Xiaoli Nan (2012),
“Coloring Out-
side the Lines: Suggestions for Making Advertising Theory
More Mean-
ingful,” in Advertising Theory, Shelly Rodgers and Esther
Thorson, eds.,
New York: Routledge, 18–32.
Richards, Jef I., and Catherine M. Curran (2002), “Oracles on
‘Advertising’:
16. Searching for a Definition,” Journal of Advertising, 31 (2), 63–
77.
Ross, Billy I., and Jef I. Richards (2008), A Century of
Advertising Education,
American Academy of Advertising.
Thorson, Esther, and Shelly Rodgers (2012), “What Does
‘Theories of
Advertising’ Mean?” in Advertising Theory, Shelly Rodgers and
Esther
Thorson, eds., New York: Routledge, 3–17.
358 J. HUH
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3. Access and authority control
Access points are often under some form of authority control
(also called access control or terminology control). Authority
control is a mechanism for bringing consistency to data values
in an information organization system. Data entered in fields
17. that are under authority control must come from a file or list of
authorized (or controlled) terms. In your system, terms related
to subjects and to names of people and corporations are under
authority control. You can establish authority control in two
forms for purposes of this assignment:
· thesaurus (external to the main database file) for subject terms
(section 4.2, required)
· name authority file (external to the main database file) for
names in the records (section 5, required)
In this section, you explain authority control in general and
state which fields are under which type of control.
Tasks: Determine which fields (both physical description and
subject description) are under some form of authority control.
Consider the following:
· Fields with simple, predictable terms. These are usually
physical description fields such as Format with terms such as
"book" and "video." Decide whether any such field should be
under control of a controlled vocabulary
· The field with the greatest number of potential terms and the
most semantically (conceptually) complex terms, especially how
the terms are related to one another is a candidate for a
thesaurus. Usually this is a subject field. Choose one field only
for vocabulary control using a thesaurus.
· Fields with proper names. These may be personal names
(people) or corporate names (companies, organizations).
Usually all name fields are controlled by a name authority file.
The name authority file also controls the form of names used in
subject fields.
Write narrative.
Narrative:
· Discuss the purpose of authority control and its importance in
18. your system.
· Explain how it works.
· Explain the relationship to controlled vocabularies.
· Explain why it is beneficial to have specific access points
under authority control from the perspectives of the end user
searching the system and the technical user creating the records.
· State the kinds of authority control in your system. Note that
access points do not always have to be under authority control,
and you can have authority control on non-access points.
· Discuss the fields under control of a thesaurus, and a name
authority file. State explicitly which fields are under which type
of control mechanism.
Hint: If you have trouble completing this section, come back to
it after completing section 4.
4. Representation of information content
Given the basic resource description for the information
container developed in section 2, you now need to determine the
metadata elements necessary for representing information
content (or intellectual content, subjects, topics). Section 4
focuses on problems of describing subjects, including use of
controlled vocabulary in section 4.2, and subject-based
classification in section 4.3.
4.1. Subject access
Tasks:
· Determine how to provide subject representation, or how to
represent the information content of the objects.
· The subject representations will be the basis for providing
subject access in your system.
· Consider the kinds of subjects (e.g., topics, themes, time
period, geographic area) of the information objects.
· Note that, although fields such as title and table of contents
can provide clues to aboutness, these fields are
19. considered physical description of the information container,
not subject description of the information content.
· Decide how many subject fields you need.
· You may translate Subject into more than one field (e.g.,
Topics and Time Period) and/or you may rename the metadata
element and database field.
· You may have some subject fields controlled by a subject
heading list, or controlled by a thesaurus, or fields that contain
natural language terms (e.g., abstracts, summaries, etc.).
The classification code to be developed in Draft 3 should be
based in part on information content.
Narrative:
· Define and discuss subject representation, subject analysis and
subject access.
· Explain the importance of subject access for your users.
· Describe how your organization system provides subject
access by listing all fields in your records that contain subject-
related data or information.
· Explain that classification is partially based on subject,
identify the subject-based facet(s) in your classification scheme,
and name the field that contains the classification code. (You
may need to return to this after you complete section 4.3).
4.2. Thesaurus structure
This section addresses subject authority control (also called
vocabulary control or terminology control) using a thesaurus. A
thesaurus is a list of controlled vocabulary terms that provides
data values (terms) for a single field under subject authority
control. It serves both technical users (indexers, cataloguers) as
a source of terms to enter in the record and end users as a
source of search terms.
Tasks:
· Review the Thesaurus Tutorial in the Canvas course site.
20. · Review, discuss and demonstrate the three semantic
(conceptual) relationships in the thesaurus, and understand how
mandatory reciprocals are used to indicate these three
relationships. This should be a thorough discussion that fully
informs the readers on this topic.
· Determine the domain and scope of the thesaurus.
· Make decisions concerning specificity and exhaustivity.
· Consider how each decision may affect information retrieval
performance based on measures of precision and recall.
Write narrative.
Narrative:
· Explain the purpose of subject authority control, how it is
implemented in your system, and why it is important for both
end users and technical users of your system.
· Discuss why the subject field needs authority control
· Define the thesaurus as a kind of controlled vocabulary.
Explain the purpose of its syndetic structure.
· Define and describe the three (3) kinds of semantic
relationships and how each is displayed.
· Explain mandatory reciprocals and how they are used.
· Describe the domain and scope of the thesaurus.
· Define specificity.
· State the level of specificity in the thesaurus (high, moderate,
low) and explain why it is appropriate for the users and/or
information objects.
· Discuss the probable effect of this level of specificity
on precision and recall measures of information retrieval
performance.
· Define exhaustivity. State the level of exhaustivity for
indexing, that is, whether the indexer should tend more
toward depth indexing or summarization.
· Explain why this level is appropriate for the users and/or
information objects.
· Discuss the probable effect of this level of exhaustivity
on precision and recall measures of information retrieval
21. performance.
Refer to Appendix D: Sample thesaurus.
Note: The instructor understands that your thesaurus is only a
sample and that it is not comprehensive. The reader should have
a thorough understanding of how a thesaurus works, how the
three relationships work, how they look in the thesaurus, what
mandatory reciprocals are, and how they are shown in the
thesaurus. Actual examples go a long way here.
4.3. Classification scheme
Classification is a process of categorizing objects according to
one or more attributes or characteristics. Formal classification
systems such as Dewey Decimal and Library of Congress are
called schemes. Classification codes are derived from schemes
and assigned to objects to group items that are similar in one or
more ways together. The primary function of bibliographic
classification is to bring items together that contain similar
intellectual content or subject matter. In the library world,
bibliographic classification systems are also used as the basis
for physical location. Classification schemes are used by
technical users who create the codes and by end users who want
to understand the organization of materials. Ultimately, your
classification codes will be your call numbers.
Tasks:
· Review Faceted Classification Tutorial and/or Hierarchical
Classification Tutorial in the Canvas course site.
· Determine your approach to classification: faceted
(recommended) or hybrid (hierarchical first facet) .
· Choose three or four attributes of the objects (e.g., subject,
creator, literary form or genre, media format, date) to be used in
classification.
· Consider attributes suggested by users' questions and how
these relate to users' expectations for physical arrangement of
22. objects (e.g., whether to arrange objects first by subject or by
format).
· For this project, you should have at least three (3) facets, and
at least one (1) facet must relate to information content or
subjects. Your first facet should not be Author or any other
facet that merely alphabetizes the collection.
· Develop a notation code (you may not use a pre-existing code
such as Dewey or LC) to identify and group the objects by
class.
· In order to physically organize the objects, make this a unique
identifier (call number) by adding to the notation code a unique
number (for example, RecordID) to identify the individual
object.
· Be sure to create a code (call number) for each of your
records.
Create Appendix E: Classification scheme.
Write narrative.
Narrative:
· Define classification and its purposes in general.
· Describe the role of classification in your system with regard
to providing intellectual access and physical access if
appropriate.
· Define and describe the difference between faceted and
hierarchical approaches to classification; state your approach
and explain your choice. The reader should have a thorough
understanding of the differences, pros, cons, etc. of each.
· State the primary facet and explain why you chose it with
regard to providing intellectual access (subject-based). List the
other facets in order.
· Explain why you chose these facets, including their
effectiveness as a system for intellectual and physical
organization of the objects (if applicable).
· Your primary facet should be derived from a field that uses a
controlled vocabulary.
· If you are adding a unique identifier to the classification code
23. for physical arrangement, explain why that is necessary and the
source of the unique identifier.
· In a separate paragraph, illustrate your classification system
by providing a complete example of one classification code:
· Briefly describe one of your 10 objects
· Show the classification code for that object
· Explain what each part of the classification code represents.
3. Access and authority control
An access point is a field for a record that can be searched.
Access points are defined in any record to make the record
searchable. Access points are selected such that they
compliment users’ searching behavior and cater to their needs.
An access point represents information that is returned when a
user enters a search term into a field. Access points generally
have authority control applied to them.
Authority control is an important concept that greatly helps in
standardizing data and reducing inconsistencies. It is defined as
a way of controlling or manipulating data that is entered into a
field so that standardization of data is enforced and achieved.
Authority control ensures that only allowed or acceptable terms
are used when entering data into a field or for searching.
Authority control, when used, is applicable to the cataloguers as
well as users: the cataloguers need to mandatorily adhere to the
authorized terms when entering data into fields; the users in
turn, are provided with relevant results only when they select
the right terms to search for an object. Authority control can be
of the following types:
One type of authority control is where use of controlled
vocabulary is made. Controlled vocabulary is a list of
24. standardized or authorized terms that can be used to retrieve
information about an object. This type of authority control is
very efficient and practical when the authorized terms are
limited; for example, a drop-down menu for Genre field where
terms are limited. This type of authority control does not allow
for increase in number of authorized terms as the collection
grows. In this collection, the field Tags (for Subject and Genre)
has predictable terms and should have controlled vocabulary
applied. Of these, the field Tags (for Subject) has a very large
number of terms as possible input to the field and must
therefore be under controlled vocabulary using a thesaurus.
Comment by Jeannie Naylor: Make sure to clearly define
the two types of authority control- name and subject - and then
the mechanisms - NA File, thesaurus, and validation list. All
three mechanisms are a form of controlled vocabulary. - 1 point
Another type of authority control is one which is very
applicable where name-type fields are being considered. This is
called name authority control. It uses name authority file, and
authorized terms grow with growth in collection. The field
Author in this collection should have name authority control
applied to it. Similarly, the field Publisher should have name
authority control applied to it to ensure different variations of
user input still retrieve relevant objects.
4. Representation of information content
4.1. Subject access
An information object can have two types of descriptions
associated with it. Bibliographic description is information
where physical features of an object, such as title of the object,
number of pages, the audience level, etc. can be determined.
Intellectual description, on the other hand, is relevant to the
aboutness of the object. It refers to the subject of object. A
subject of an object is defined as the central idea, the main
25. theme of the object; such fields as subject, topic, theme, tag,
etc. can be considered to describe an object intellectually.
Comment by Jeannie Naylor: Don’t use etc.
Subject access is a broad concept that deals with the intellectual
content or topic searched by users. It is a collective term that
encompasses all the procedures and measures taken in a system
to provide access to intellectual content of the objects within a
collection. This represents all the fields that cover subject
access such as, in the case of this collection, Subject, Genre,
Plot. Here the concept of natural language indexing versus
authority control is also important. Natural language is what
comes freely to people while communicating, whether written or
oral, and natural language indexing as a result is where no terms
used are controlled and as close to natural language as possible.
Authority control, on the other hand, allows for the use of only
authorized terms. It is essential to remember here that the main
aim is for users to be able to access the right objects in the most
easy and convenient manner. For this collection, the field Plot
is not searchable and as such, needs no indexing, while Subject
and Genre, as discussed above, have controlled vocabulary.
An important process involved in subject representation is
subject analysis. Subject analysis is mainly for cataloguers and
is defined as the process of finding out terms for representing
the information object. Also, depending on the field and field
rules, subject analysis may be done for natural language
indexing or authority control. In both cases, the three steps of
familiarization, extraction and assignment are common.
Familiarization involves figuring out the major theme or idea of
the object, in this case, a book, and this need not be done in
depth, it is done in a cursory manner. Once the cataloguer is
familiar with the book, they move to the next step of extraction,
which is where the cataloguer starts thinking of terms to use
based on what they now know of the book. This is also where
the field and its input rules come into picture and decision on
26. whether to use natural language indexing or authority control is
made. If using natural language indexing, the cataloguer’s
domain knowledge comes into play for term selection and based
on those selected terms, the final step, assignment, is attained.
Assignment is simply entering the selected terms into the field,
adhering to input rules. In the case of authority control
application, after extraction, an additional step of translation
also comes into picture, where the cataloguer compares
extracted terms with what is allowed or authorized. Every term
extracted is compared with the controlled vocabulary and the
term which is most similar or the closest in meaning or
relevance is chosen for the purpose of assignment.
So subject representation involves subject analysis carried out
by the cataloguer, which leads to subject access. It is important
to know that subject analysis also carries partially into the
process of classification in that it determines the physical
location of the object by virtue of the fact that cataloguer
determines the predominant subject term for classification. So
in essence, the process of subject analysis begins right from the
author, to the publishers, the cataloguers, indexers, classifiers
and finally the users.
Classification is the process used to organize information
objects in a systematic way. Using one or more subject based
fields to classify information objects allows technical users to
organize them in a manner that is more user-friendly; users
searching for information objects based on their subject find it
easier to access the information object in such classification. In
this collection, two subject based fields are used in the
classification scheme: Tags (for Subject) and Tags (For Genre).
4.2. Thesaurus structure
Subject authority control is defined as the process of applying
controlled vocabulary to subject search terms as well as subject
27. headings. A subject heading is the closest word or group of
words to the subject of a book. The field chosen in this
collection for subject authority control is the Subject field. This
is because for users using this field to retrieve right results,
controlled vocabulary needs to be applied to it to minimize
inconsistencies and eliminate disparity between what users
search for and what cataloguers enter in the field. Authority
control is applied to Genre field for the same reason, i.e., to
reduce inconsistencies and impose standardization.
Subject authority control makes use of subject authority files
which contain subject records, which in turn contain the
controlled vocabulary that represents the subject. Subject
authority files are of the types thesaurus and subject heading
lists. A thesaurus is defined as a document containing words
with associated relationships and it allows for vocabulary
control, thereby improving search results retrieval. In this
collection, the thesaurus is developed for the Subject field.
Controlled vocabulary, which is previously defined, is a
solution to indexing problems that result from natural language
and it allows usage of a single term, spelled a single, specific
way for content representation purpose. While considering
controlled vocabulary in terms of a thesaurus, it is important to
understand what authorized and unauthorized terms are. An
authorized term is what is selected by the indexer as allowed or
acceptable. Use of any other term than the authorized term in
the field is unacceptable. Unauthorized terms are those terms
that are not to be used or unacceptable in the field; in their
place, the related authorized term needs to be used.
Semantic relationships are associations between words based on
their meanings. Semantic relationships follow the syndetic
structure, which is defined as cross-referencing between terms
used in the controlled vocabulary, in this case, in the thesaurus.
There are three types of semantic relationships taken into
28. consideration for building the thesaurus for the Subject field:
equivalent, hierarchical and associative. Equivalent relationship
is one where the associated words have the same meaning, or
very close to it. For example, the terms bravery and valor are
nearly identical in meaning and therefore share an equivalent
relationship. Hierarchical relationship is where the associated
terms are such that one is a broader representation of the other
and conversely the other is a narrower representation of the
first. For example, armed forces and air force share the broad-
narrow relationship respectively because air force is a type of
armed forces. An associative relationship is where the two
terms considered are associated terms. For example, Holocaust
and concentration camps are associated or related terms and
therefore have an associative relationship.
As previously explained, semantic relationship approaches are
so defined that every relationship contains associations that are
complementary, and these cross references are called mandatory
reciprocals. For example, the equivalent relationship has the
USE FOR – USE cross reference, the hierarchical relationship
has the BROADER TERM – NARROWER TERM cross
reference and the associative relationship has the RELATED
TERM – RELATED TERM cross reference.
The domain of a thesaurus the complete range, concept-wise, of
terms that can be used in the field that the thesaurus is designed
for. The scope, on the other hand, defines the limit or boundary
that is applied on the domain. In this collection, the domain for
the thesaurus is topics and themes related to World War II,
whereas the scope of the thesaurus is that topics and themes
pertaining only to World War II are allowed.
Specificity is the extent of precision of terms used to represent
the subject of the book in the chosen field. Higher the level of
specificity, higher is the precision of the subject representation.
Conversely, lower the level of specificity, lesser the accuracy of
29. subject representation. Specificity partially depends on the
concreteness, or lack thereof, of the chosen terms. For terms
that are more abstract, specificity is generally low. For this
collection, high level of specificity is appropriate as users have
high domain knowledge. The terms selected represent the theme
of the book accurately. High level of specificity results in high
precision and low recall.
Exhaustivity determines the number of terms assigned for
representing the subjects of each object in the collection. It is
the extent of subject representation for every object. Depending
on subject coverage, exhaustivity is classified further into depth
indexing and summarization. Depth indexing covers more
ground, covering main as well as sub- topics, whereas
summarization covers only main subject of the object. Depth
indexing yields high exhaustivity whereas summarization yields
low exhaustivity. Depth indexing is more applicable in case
where selected terms are more abstract and more terms are
assigned to each record. For this thesaurus, the depth-indexing
method is used to yield better results for each search because
the user domain knowledge is high in this case but subject terms
are more abstract. So for example, even though the term bravery
precisely specifies the subject of the book, bravery can also be
described as courage or chivalry and all these terms need to be
taken into consideration. The exhaustivity level is high for this
thesaurus. For depth indexing, recall is high, and precision is
low.
Refer Appendix D for thesaurus for this collection.
4.3. Classification scheme
Classification is a system of information organization that
enables proper organizing and arrangement of information
objects. The system of classification is implemented via
classification schemes, which are useful in that they enable
30. proper ordering of information objects, and also make them
logically easier to locate. Classification can be done using two
approaches: hierarchical approach and faceted approach.
The hierarchical approach uses prearrangement into classes and
subclasses, where classes are a category of similar objects and
sub-classes are a further classification of classes. This approach
is exhaustive in terms of including all possible concepts and is
rigid, modifications are not allowed. The faceted approach
requires prior selection of subject fields that are possible
candidates for facets. Here, there is no prearrangement of
classes and subclasses. This approach requires prior analysis of
the information object, and based on that analysis, the notation
is coined. Faceted approach allows for certain modifications if
required, such as addition of classes in the future, etc.
In the case of this collection, the faceted approach is used.
Facets are different types of classes or categories and they
enable better organization of objects. The user questions are
analyzed and based on this information it is concluded that user
searching behavior involves knowledge of Genre and Subject
fields, which are subject class candidates, as well as author
name. The primary facet is selected to be Genre field as it has
limited terms and allows for better organization and as a result,
retrieval. Along with these, the Publication Date field is
selected to come up with the classification notation, followed
by a unique identifier; the unique identifier is not a facet. A
unique identifier is, in this case, a number which is assigned
only to a single information object, in this case a book, which
distinguishes it from all other information objects, and decides
the physical shelf location of the book. So, the unique identifier
starts from the first record created and increases by one for
every new record created. The facets and unique identifier
enable for precise identification of the book, and the notation
created allows for logical ordering and placement of the book.
31. The classification scheme is for this collection is designed to
produce the following kind of code. Considering a book from
the collection, the genre of which is classified as Holocaust
(Hol), the first Tags (for Subject) term is Auschwitz, the last
name of the author is Morris and the year of publication from
the Publication Date is 2018, following the notation as defined
in Appendix E., the classification code is Hol.Aus.Mor.2018/10.
The notation requires the usage of the abbreviation of the Genre
term as provided in Appendix E table and followed by period,
the use of the first three letters of the first Subject term, first
letter capitalized, followed by period, the first three letters of
the last name of Author with first letter capitalized and
followed by period, the four digits of the year field in
Publication Date followed by a period, followed finally by the
unique identifier assigned to the book.