COMM 2301 Lecture Notes - Lecture 5: Canadian Business, Old Navy, Starbucks

• School: Carleton University
• Department: Communication Studies
• Course: COMM 2301
• Professor: Kirsten Kozolanka

Document Summary

Audiences confer meaning on the activities of the media: traits of an audience, size: equals success, but not necessarily respect, composition: elite, powerful, small or mass, popular, ignored, competence: more sophisticated, need to keep their attention. Internet: webisodes & web-based films relate to stars and/ or tv programs. When a brand has consumer"s trust. it a make shopping easier; you know what you"re getting before you buy. Re/branding canada 1: communicated through party name. : progressive conservative", now conservative": govern in power tend to blur the party with the state, by controlling media & public messages through the public service. : true north strong & free" (website), stand up for canada" (ad) Cormier reading: marketing against climate change: 1997: international summit in kyoto on climate change sets targets to lower greenhouse gas emissions. Why does an audience exist: it is manufactured to increase audiences and profits. What is the purpose of branding: all of the above.