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Jonathan E. Schroeder [5]Jonathan Schroeder [2]
  1. Ethical Issues of Global Marketing: Avoiding Bad Faith in Visual Representation.Janet Borgerson & Jonathan Schroeder - 2002 - European Journal of Marketing 36 (5/6):570-594.
    This paper examines visual representation from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. Suggests ways to clarify complex issues of representational ethics in marketing communications and marketing representations, suggesting an analysis that makes identity creation central to societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, drawing upon tourist promotions, advertisements, and mundane objects in material culture. Moreover, music is an important force in marketing communication: visual representations in music (...)
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  2. Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton.Janet L. Borgerson, Jonathan E. Schroeder, Martin Escudero Magnusson & Frank Magnusson - 2009 - Business Ethics, the Environment and Responsibility 18 (3):209-223.
    This article investigates conceptual and strategic relationships between corporate identity, organizational identity and ethics, utilizing the Benetton Corporation as an illustrative case study. Although much attention has been given to visual aspects of Benetton's renowned ethical brand building efforts, few studies have looked at how Benetton's employees, retail environments and trade events express ethical aspects of their well-known corporate identity. A multi-method case study, including interviews at retail outlets and trade events, sheds light on several important yet under-studied components of (...)
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    Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton.Janet L. Borgerson, Jonathan E. Schroeder, Martin Escudero Magnusson & Frank Magnusson - 2009 - Business Ethics: A European Review 18 (3):209-223.
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    Corporate Communication, Ethics, and Identity.Janet Borgerson, Jonathan Schroeder, Martin Escudero Magnusson & Frank Magnusson - 2009 - Business Ethics - A European Review 18 (3):209-223.
    This article investigates conceptual and strategic relationships between corporate identity, organizational identity and ethics, utilizing the Benetton Corporation as an illustrative case study. Although much attention has been given to visual aspects of Benetton's renowned ethical brand building efforts, few studies have looked at how Benetton's employees, retail environments, and trade events express ethical aspects of their well-known corporate identity. Operational identity emerged as a useful complement to models of corporate identity. A multi-method case study, including interviews at retail outlets (...)
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    Making Skin Visible: How Consumer Culture Imagery Commodifies Identity.Jonathan E. Schroeder & Janet L. Borgerson - 2018 - Body and Society 24 (1-2):103-136.
    Human skin, photography, and consumer culture combine to produce striking images designed to promote visions of the good life. Branding and marketing imagery mobilize skin to resonate and communicate with consumers, which influences the meaning-making possibilities of skin more broadly. Representations of skin in consumer culture, including marketing communications, are anything but ‘blank’ backgrounds or ‘neutral’ meaning spaces. We analyse how skin ‘appears’ to work, and how its appearance in consumer culture imagery reveals ideological and pedagogical aspects of skin. Building (...)
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