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Integrated Communication: The Company “Voice” and the Advertising Persona |
Barbara SternRutgers, the State University of New Jersey-Newark
Try to give each advertiser a becoming style. To create the right individuality is a supreme accomplishment. (Claude Hopkins, in Ogilvy, 1985, p. 204)
The purpose of this chapter is to examine the way a firm communicates the “right individuality” when its voice is projected to the consuming public by means of selection, maintenance, and revision of advertising personas. The paper introduces the concept of the persona to distinguish between “voice” in the singular and “voices” in the plural, at present used interchangeably and somewhat confusingly to refer to company or brand personality, image, or tone ...
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