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The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

In fairy tales, male heroes typically come from royalty and villains are categorised as pirates, evil Kings, various animal and supernatural creatures, for example, Scar, the Beast, Rumpelstiltskin, and Bluebeard. In Pirates of the Caribbean (2003), Captain Jack Sparrow lacks the villainous qualities that come from Disney's predecessor, Captain Hook. However, Jack does not possess the classic qualities of a prince. He tries to be heroic when he rescues Elizabeth Swann but turns on her to excel in his own motives. With beads in his hair, his eyes lined with kohl, and a love for accessories, Jack's appearance distorts traditional notions of masculinity. In Alice in Wonderland (2010), Tarrant Hightopp (Mad Hatter) is an untraditional character who has become detached from reality.

His madness, which is evident through his clothes, speech, and actions, comes from the destruction of his family. Jack and Hatter invert the expected order of things, ‘Now up is down’ (Verbinski, 2007). Their hats appear to be symbols of their obscure masculinity. Although they are both played by Johnny Depp, the Hatter and Captain Jack Sparrow possess unconventional male attributes which make them unlikely heroic characters. They offer a fluid perspective on the ever-changing aspects of masculinity. Unconventionality is becoming increasingly popular in Disney works. Therefore, this chapter aims to analyse two non-traditional male fairy tale characters with an emphasis on their fashion choices, lack of true love endeavours and unconventional heroic actions.

This chapter explores how new tourism policy paradigms can emerge and settle in a wicked-problems scenario characterised by high labour informality. Acknowledging the growing importance of the tourism sector in Argentina, where labour informality has long been a concern, the authors focus on an ambitious and unprecedented tourism policy: PreViaje. Established in 2020, PreViaje is a program that promotes the selling of tourism services in advance to residents travelling within Argentina. It is designed around incentives to encourage formality via both tourism supply and demand. After looking at the outcomes of PreViaje, relevant matters to consider for future program editions are identified. These relate to temporal and spatial dispersal concerns, and trade-offs regarding economic, social and environmental matters.

This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.

We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.

We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.

This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.

Civic education in the US has historically centered the nation-state. This is often disempowering for marginalized students who exist outside the national narrative and political sphere.

This year-long ethnographic study considers what counts as civic education in the US Virgin Islands, a territory of the US. This paper draws on critical theory and critical pedagogy to understand ways teachers in a politically and culturally marginalized space can reimagine civic education. Classroom observations, interviews and curriculum content analysis are used as data.

The findings suggest that teachers centered the local by surfacing the unjust political relationship between the US and its territories and incorporating local history, civic engagement, resistance and culture to politically empower their students.

This research will contribute a deeper understanding of the possibilities for civic education to be empowering for those who are marginalized and often excluded from the national political arena.

This study aims to examine the construction of feminine beauty by onnagata kabuki actors in Japan’s history, with a focus on their narratives in modern advertorials about beauty products. The objective is to identify emerging themes in their narratives and to analyze the symbolism and rhetoric used to persuade the audience to enhance traditional feminine “beauty” by using the specific brand in the wake of Japan’s modernization and Westernization.

The study primarily employs semiotic analysis of advertorials in the newspaper and in the kabuki theatre’s program. They are supplemented with images from premodern prints. Visual content is described and analyzed as well.

The narration of the onnagata in the advertorial is the process of “truth-telling,” where the primary concern of the storyteller is persuasion about truth, such as belief in the new method of makeup with the advertised brand, and falsehood, such as belief in the old method of skincare. Four themes and binary oppositions of values emerged from the data: (1) Identity: selves vs others; (2) Material objects, cosmetics: scientific vs primitive; (3) Practice: competent vs incompetent, and (4) Transformations: intentional vs incidental.

The research shows that Japan’s onnagata transvestism tradition and its influences on women’s beauty practice have existed since the premodern period, preceding contemporary cross-gender beauty practices observed in social media.

This paper presents a 10-year systematic review of research on the visual framing of crises to identify the priorities, theories applied and trends in the scholarship of visual framing during crises. The gaps are analyzed to provide evidence-based recommendations for advancing future research.

A total of 269 articles published in 156 peer-reviewed communication journals between January 2014 to December 2023 were reviewed. Data were analyzed using open and axial qualitative coding. A codebook was developed for the quantitative coding and data were analyzed in SPSS descriptive statistics and chi-square tests to answer the research questions.

The proportion of visual framing of crises has remained the same in the last 10 years – there is significantly more research on the visual framing of non-crises. Overall, research on the visual framing of crises is largely exploratory/descriptive and could benefit from a research agenda that is more theory driven. Additionally, there is a skewed focus for research on North America compared to other regions, and for political communication and climate compared to other themes. Environmental sciences and engineering are the most widely investigated journal fields, while disaster is the most common typology studied when looking at the visual framing of crises.

The systematic literature review has some limitations – most particularly that the sample was drawn from a single publisher, which may not be exhaustive enough to represent the full population of articles in the field of visual communication. However, it is a systematic review of the publications that are officially aligned with three of the major communication organizations – the International Communication Association, National Communication Association and World Communication Association. However, future research considering the inclusion of an additional publishers, like Emerald, would further enrich scholarship in visual framing during crises. Second, manual coding of the articles could present potential differences in analysis and interpretation by other researchers. Despite the limitations, the study also provides some important insights into the present and future of the visual framing of crises.

Addressing gaps in the internationalization of visual crisis communication would expand studies for visual framing among underrepresented communities such as populations with low reading literacy, gender minorities and displaced communities and inform visual framing strategies for government and relevant institutions as primary information disseminators during crises.

Addressing the gaps identified in this systematic literature review on the visual framing of crises is important for extending theory in this relatively nascent field and guiding crisis visual framing strategies to mitigate uncertainty and panic, threats to stakeholder relationships, social vulnerabilities and the visual framing of stakeholder-centric crisis responses.

Based on available literature, this is the first systematic literature review investigating the use of all types of visuals used during all crisis typologies, reflecting the ubiquity of crises and the increased focus on the use of visuals in crisis communication in the last decade.