Justine coupland dating advertisements
A critical portion of the model will be tested in the context of print advertising targeted to African Americans.First, a brief review of the existing literature on marketing to ethnic groups will demonstrate that these questions have not been addressed in research to date.BBS), I investigate how users strategically deploy language to construct desirable identities and “sell themselves” online.Drawing upon both quantitative and qualitative analysis, I demonstrate that users of the BBS creatively manipulate stereotypical identity categories known as Types () to construct highly nuanced yet specific discourses of the Self and the desired Other.Similarity-Attractiveness research serves as a common underpinning to both.The purpose of the current work is to (1) outline briefly the key components of thetheory, and (2) provide empirical support for a critical portion of the overall model.First, what is meant by "Intercultural Accommodation"?In this research, the term is used to indicate those efforts on the part of communicators to make themselves more similar to members of another cultural group in order to improve communication.
How can marketers enhance communication by using the target groups language, symbols, and cultural markers as a common backdrop without being patronizing or manipulative?
What happens when customers react negatively to accommodation attempts, and what happens when they react favorably?
The goal of this paper is to answer these questions and increase our understanding of Intercultural Accommodation.
Through a discursive analysis of the strategies users employ to construct their own identities, and the identities of their desired partners, I argue that identity categories marked as masculine and hunky () identities.
Through this analysis, I suggest that users of this particular forum appear to valorise heteronormative masculinity, which they link to being hunky.
Ethnic groups were not considered to be viable market segments and there was no effort to target them or conduct research in this area (Kassarjian 1969).