Abby
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Transcript of Abby
![Page 1: Abby](https://reader038.fdocuments.fr/reader038/viewer/2022100723/58f042b21a28ab1f6a8b45f5/html5/thumbnails/1.jpg)
The Analysis of Alipay
Student ID: 27688011XIE YI (Abby)
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Branding and MarketingThe first media technology which is using the third-party payment model
https://www.youtube.com/watch?v=ocLjjZkr32E
(Please watch this video 0:01~0:30)
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Branding and Marketing
(The workflow of online third-party payment platform)
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Branding and Marketing
Slogan: Alipay, we understand your consignments
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Branding and Marketing
Advertising:
You are the centre
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Technological AffordancesEasy to setup; Detailed instruction; Unique symbol
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Technological Affordances
it is important to see that
affordances are not just
functional but also relational
aspects of an object’s
material presence in the
world (Hutchby, 2001)
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User Experience
The loophole of real-name authentication system
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ReferenceFill,C.,Hughes,G.,and De Francesco,S. (2013) Advertising: strategy, creativity and media.[online]Harlow:Pearson.Available from: http://lib.myilibrary.com/Open.aspx?id=462975[Accessed:15 August 2015]
Fischer,P. et al. (2010) Physically Attractive Social Information Sources Lead to Increased Selective Exposure to Information. Basic & Applied Social Psychology. 32(4). P340-347
Hung,K. (2014) Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement. Journal of Advertising.43(2).p155-166.
Hung, K.,Chan , K.and Tse,C. (2011) Assessing Celebrity Endorsement Effects in China. Journal of Advertising Research. 51(4).p608-623
McFall,L. (2004) Advertising: A Cultural Economy.SAGE Publications Inc.
Motta.M.(2014)Brand ambassador, testimonial, endorser: very different roles.[online]Available from:https://www.linkedin.com/pulse/20140628134119-31548243-brand-ambassador-testimonial-endorser-very-different-roles[Accessed:15 August 2015]
Till, B.D.,Shimp, T.A.(1998) Endorsers in Advertising: The case of Negative Celebrity information.Journal of Advertising Research.27(1).p67-82