Vol 15, No 2 (2023)

Stereotypical Representations of Gender Roles in Romanian Pharmaceutical Advertising

https://doi.org/10.31178/SC.15.2.01

Meda MUCUNDORFEANU, Julia SZAMBOLICS

Abstract. The present study is set out to determine the way in which video advertisements for pharmaceutical products, published online, depicted female, and male consumers, respectively. The paper offers an overview of the gender roles which have been used in Romanian pharmaceutical advertisements, this being the most promoted category of products on TV in the last years. We conducted a content analysis where we included the television commercials of the top ten pharmaceutical companies, as determined by ad ratings, aired on Romanian television during the year 2019. The findings show that more female gender roles than male gender roles have been used in the ads. However, the types of gender roles which have been mostly used are similar, the most common being the career woman/ career man, the mother/ father, the beautiful woman/ attractive man.

Media Coverage of Terrorism in the Television Sphere in Romania: A Multimodal Analysis

https://doi.org/10.31178/SC.15.2.02

Mihail DRAGNEA

Abstract. This article analyzes how Romanian television channels, by mediatizing significant jihadist terrorist attacks that took place in the European Union between 2015 and 2016, have broadcasted audio-visual discursive units in the form of ”short films” that reconstruct the tension and emotion generated by these attacks. Through these short films, television channels create an additional spectacle focusing on human suffering, which adds to the regular spectacle staged during each news broadcast.

“The cuisine is not an old, tired marriage. It is a passionate affair of the heart”: Translation of Gastronomical References in the Film “The Hundred-Foot Journey”

https://doi.org/10.31178/SC.15.2.03

Austė VILIMIENĖ, Jurgita ASTRAUSKIENĖ

Abstract. This article presents an analysis of the translation strategies used for culture-specific items related to gastronomy in the Lithuanian subtitles of the American comedy-drama film “The Hundred-Foot Journey” (2014), directed by Lasse Hallström. The film explores the convergence of diverse cultural perspectives through its culinary practices. Drawing on a theoretical framework that includes translation strategies by Jorge Díaz Cintas and Aline Remael (2021), this study identifies seven distinct translation strategies employed by the Lithuanian translator, including loan translation, literal translation, explication, substitution, calque, transposition, and omission, to render the distinguished 56 culture-specific items from the source language into the target language. The study offers a systematic approach to the analysis of how translators handle culturespecific items within audiovisual media, accounting for spatio-temporal subtitling limitations and parameters that may impact the decision-making process of the translator.

Model of Media Dependency: The Media’s Influence on Romanians’ COVID-19 Vaccination Decisions

https://doi.org/10.31178/SC.15.2.04

Fabia-Roberta BERA, Maria MUSTĂȚEA

Abstract. Crises, such as the COVID-19 pandemic, significantly impacted individuals’ attitudes and behaviors worldwide. Romania suffered considerably during this health crisis due to low vaccination rates influenced by the media’s approach that shaped attitudes towards vaccination. The Media Dependency Theory is relevant in this context, emphasizing the dependent link between individuals, media, and society during high uncertainty periods. This research aimed to look into the media’s influence on Romanian vaccination choices and trust in media and government during the COVID-19 pandemic. The study employed a social survey and content analysis to investigate people’s attitudes as well as media approaches during the pandemic. The primary results of this study highlight the link between media preferences and attitudes toward media and vaccination during the pandemic, as well as generational differences that influence trust in media and government. This study reveals a mixed media approach, with informative and shocking news present in most analyzed articles. The pandemic context, as well as the study’s methods, which include two both traditional and new media and four generations (Z, Y, X, and Baby Boomers), make this research paper relevant for understanding communication as well as the media`s impact on attitude formation in crises.

Whom Do You Believe? Examining the Effects of Different Review Sources on Third Person Effect, Electronic Word of Mouth, and Purchase Intention

https://doi.org/10.31178/SC.15.2.05

Oana Mihaela GRIVASĂ, Maria MUSTĂȚEA

Abstract. A large volume of information from various sources constantly assaults the consumer. It impairs advertisers in reaching their target audience, involving more work and effort to create an effective strategy. Previous studies have shown their importance on consumer behaviors towards the product, but how source typologies affect young people’s consumption behavior on small brands has not yet been explored. This study aims to determine the impact of the sources of the review on the levels of the TPE, eWOM, and purchase intention. Two studies were conducted: an experimental study with three groups exposed to the same stimulus, a smartwatch review for a small brand, and a semi-structured interview. The results of the first study show no differences between the three groups regarding the Effect of the source of the review on the level of the TPE and eWOM. Still, it was found that the subjective and objective sources influence respondents’ purchase intention. The second study reveals that individuals rely on reviews when purchasing and are more likely to share information with friends when they are satisfied with the product. This paper highlights the importance of understanding source typologies in shaping consumer behavior online.

Enhancing Visual Communication and Consumer Choices. A Theoretical Overview on the Role of Packaging in the Decision-Making Process

https://doi.org/10.31178/SC.15.2.06

Ligia ANDREI

Abstract. Product packaging plays an important role in brand communication, encountering the consumer at the most critical moment of the decision-making process. The way companies utilize packaging is particularly significant, given its power to alter the perspectives of those who encounter it. Simultaneously, packaging carries the burden of persuasion in a game of choices among numerous options. The information that companies choose to convey through packaging becomes distinctive and representative of the brand. The focus of brand communication on developing visual concepts that welcome consumers can transform the outcomes of a communication strategy. Evaluating texts that refer to a specific audience can identify gaps and allow impactful interventions. This article will delve into visual communication elements, semiotics, visual metaphors, and explore some current perspectives and trends regarding consumer concerns.