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Mass media and communication in International Management - Essay Example

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Mass media and communication in International Management

Some amount of imagery is associated in a language and communication and complex thoughts are communicated. According to Whorf (2011), language tends to create real and imaginary plurals and conjures up mental patterns. When an image is created or presented, some associations tend to form in the mind and create patterns of objectification. Kramsch (1998) argues that language is the main method where social lives and relations are carried out. It is used for different communication contexts and people express facts, events, ideas that are communicated through words and images. These reflect the culture, attitude and beliefs of the authors and hence language is used to express cultural reality. Therefore, language is a system of signs with a cultural value that is symbolised by social appropriateness norms and social conventions. Language, culture and social norms help people to identify themselves as members of a social group where common ways of viewing the world are acquired. In light of analysing the Ad by Jamie Oliver, these associations become relevant since he is attempting to use the language of cooking to sell products to people. According to Agar (1994), words can have words have multiple meanings and these are connotative or denotative. Denotation refers to the explicit meaning and translation of the word as mentioned in a dictionary.3. DESCRIPTION OF THE ADPlease refer to figure 1.1, where the celebrity cook Jamie Oliver is showing adding vegetables and cooking a dish of chicken. Prominent in the Ad is the ad copy with the words 'Chicken. Jamie Style' and these words are expected to have multiple implications for the audience. He is shown adding leafy vegetables to a large platter containing potatoes and chicken. Another similar dish filled with chicken pieces and potatoes is placed on the right side. In the background, a cupboard is shown and the top is filled with leafy vegetables, potatoes and ...Show more


This paper “Mass media and communication in International Management” provides an analysis of an advertisement and discusses important aspects and meanings of the ad. The Ad selected is of Jamie Oliver, the famous Chef from Britain, endorsing and advertising marinated tray-bake range of chicken…
Mass media and communication in International Management essay example
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