Kaubanduskeskuste representatsioon trükireklaamis ja ekspertintervjuudes
Date
2005
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Abstract
Description
The goal of this BA thesis ‘Representation of Shopping Centers Through Expert Interviews
and Printed Advertisements’ is to compare constructed self-representations of the shopping
centers among and between towns – Tallinn, Tartu and Pärnu.
The empirical analysis of the thesis is based on in-depth oral expert interviews (12) with
representatives of shopping malls, their ad-agencies and outdoor advertising texts (11). Used
research methods are in-depth interview analysis and social semiotics approach companied
with critical media discourse analysis. Due to the fact, that present analysis is not companied
by the profound comparison with previous advertising texts nor representations of target
customers, results the lack of opportunity to present complete picture of the essence of
shopping malls. Despite that fact current thesis allows to introduce on the ground of present
case analysis of used images of self-represented values.
The background of given analysis is competitive situation between shopping centers not so
advanced in years while they all try to appear as special, unique, important for their
consumers. In other hand, centers can only offer quite similar experience – converged goods,
stationary entertainment opportunities, changing program of events. Difference appears in
sense of place that should reflect on self-representations of centers.
Presented self-representations vary in limitedness of market, profile of target costumer group,
conclusions based on competitors’ actions, selected strategy of advertisement and application
of shopping practice. Last one echoes most dynamically in communication of Tallinn’
shopping malls. Two most common target group orientations are family shopping centers for
all agegroup and fashion centers for women. In general family shopping centers are rich in
opportunities and pragmatism, concern about comfort if consumers. Fashion shopping centers
are connected with self-indulgence and entertainment, emotionality.
Through immaterial messages occur ambitions of centers to form relationship between
consumer and ones’ self-image. Behind that intention are economic benefit and reproduction
of the operative system. Concentrating on offers of good sense of self through spending leisure time in shopping centers is used to avoid presumption of having financial resources
(having money).
With the help of advertising as sociocultural communication and marketing means, which are
supported by interviews, all shopping centers make an effort to communicate their constructed
arguments. Advertising text reflect certain elaborated and well-phrased fragments of
constructed self-representations. Pleasant values for consumer are attached to patterns of
lifestyle, that reflects on images of values. Here begins competition of images that mists
borders between reality and constructed reality. Shopping center, that communicates different
values from functionality to spiritual, cannot always assure worthy content to the presented
view. One can say that given statement met its substantiation during analysis. In particularly
with reference to cases more profound and personal presented values and less connected with
consumer topic.
Keywords
H Social Sciences (General), bakalaureusetööd