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Advertising And Advertising As A Type Of Discourse
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Book Synopsis Advertising and Advertising as a type of discourse by : Angelika Felser
Download or read book Advertising and Advertising as a type of discourse written by Angelika Felser and published by GRIN Verlag. This book was released on 2017-10-26 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 1998 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of Münster (Englisches Seminar), language: English, abstract: The topic of this essay is "Advertising" and "The Discourse of Advertising". The author of this essay sums up some of the main ideas of Guy Cook, Geoffrey N. Leech, Greg Myers and Prof. Dr. Klaus Ostheeren, E.M. In order to look at an ad as a discourse type, it is necessary to look at Jacques Dubois and the "Groupe μ" who worked on the structure of language, rhetorical operations, "Isotopies" and "Metabolies". The latter can either evoke the "pleasure of recognition" or the "pleasure of surprise". The AIDA-formular, the term "register", the standard components of press advertisements, etc. are also subject of this essay.
Book Synopsis The Discourse of Advertising by : Guy Cook
Download or read book The Discourse of Advertising written by Guy Cook and published by Psychology Press. This book was released on 2001 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition considers advertising in the context of current changes in communication. All chapters have been fully revised and updated, and substantial new material has been added. The social functions and aesthetic effects of advertisements are comprehensively analysed across a wide range of media, from billboards to email and the Internet. Controversially, advertisements are contrasted and compared with literary texts throughout. The book clearly explains relevant concepts from semiotics, poetics, and linguistics, and can serve as an introduction to all of these disciplines. Practical exercises to stimulate further discussion are included at the end of each chapter.
Book Synopsis The Discourse of Advertising by : Guy Cook
Download or read book The Discourse of Advertising written by Guy Cook and published by Routledge. This book was released on 1992-01-01 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The International Encyclopedia of Language and Social Interaction, 3 Volume Set by : Cornelia Ilie
Download or read book The International Encyclopedia of Language and Social Interaction, 3 Volume Set written by Cornelia Ilie and published by John Wiley & Sons. This book was released on 2015-06-08 with total page 1676 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Encyclopedia of Language and Social Interaction is an invaluable reference work featuring contributions from leading global scholars, available both online and as a three-volume print set. The definitive international reference work on a topic of major and increasing importance, in a new series of sub-disciplinary international encyclopedias Provides state-of-the-art research for scholars in a highly interactive and accessible format, available both online and as a three-volume print set Covers key research topics in the field with contributions from a team of experienced, global editors Successfully brings into a single source, explication of all of the fascinating and ground-breaking Language and Social Interaction work developing globally and across subjects Part of The Wiley Blackwell-ICA International Encyclopedias of Communication series, published in conjunction with the International Communication Association. Online version available at www.wileyicaencyclopedia.com
Download or read book Marketing Discourse written by Per Skålén and published by Routledge. This book was released on 2007-12-14 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book offers a critical survey of the most important contributions to managerial marketing discourse from the earliest twentieth century onwards, articulating a social critique and evaluation of marketing.
Book Synopsis The Language of Persuasion in Advertising. A Corpus-based Critical Discourse Analysis by : Seda Evirgen
Download or read book The Language of Persuasion in Advertising. A Corpus-based Critical Discourse Analysis written by Seda Evirgen and published by GRIN Verlag. This book was released on 2021-05-04 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2020 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, Justus-Liebig-University Giessen, language: English, abstract: The thesis at hand puts a special emphasis on the use of persuasive language in online native advertisements from The New York Times. After careful examination, the corpus will be compiled of three native advertisements from the field of technology, by the sponsors Intel, Dropbox and Slack. The limitation to these native advertisements and persuasive linguistic devices and techniques was necessary with regard to the scope of this thesis. As no linguistic analysis of native advertisements could be found, there also was no reference to follow. Therefore, the thesis at hand lays the foundation for further research in this area. The aim is to conduct a corpus-based Critical Discourse Analysis in order to investigate and answer two main questions: 1. Do online native advertisements make use of the same persuasion methods as previously researched for other advertising types? 2. What are the most prominent persuasive linguistic devices and techniques in the online native advertisements from The New York Times? In addition to the CDA, the corpus-based approach is expected to provide quantitative evidence of the existence of discourse and to identify repetitive linguistic patterns of persuasive language use in native advertising. The thesis will be structured as follows. First, the theoretical framework provides general information about the functions and characteristics of advertising, while further focusing on native advertisement and the language of advertising. It continues with explaining the concept of persuasive language on the basis of ethos, logos and pathos and introduces some powerful persuasive techniques in advertisement. Further, linguistic devices of persuasive language on the phonetic, lexical, morphological and syntactic level will be defined. Additionally, the concept of Critical Discourse Analysis will be explained in detail, as the thesis at hand follows the CDA framework of Fairclough. The data collection method and data analysis procedure will be outlined in Chapter 3. This is followed by an analysis of three online native advertisements from the publisher The New York Times. After the analysis, the results will be presented and evaluated in order to assess the hypothesis. Finally, the conclusion provides a summary of the findings and suggests further research opportunities.
Book Synopsis Television Advertising and Televangelism by : Rosemarie Schmidt
Download or read book Television Advertising and Televangelism written by Rosemarie Schmidt and published by John Benjamins Publishing. This book was released on 1986-01-01 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research reported in this volume attempts to refine our understanding of persuasive messages of television advertising by studying the role of language in persuasion in two ways. First, it comprises an attempt to refine our understanding of how language might function in persuasion by examining relevant work from a variety of related disciplines, potentially germane either in terms of their theoretical approaches to the process or in terms of the actual linguistic techniques which they have suggested as enhancing the persuasive impact of a message. Second, a comparative study was undertaken in order to test the generalizability of the linguistic features found to characterize persuasive language in television advertising.
Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes
Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Book Synopsis The Discourse of Classified Advertising by : Paul Bruthiaux
Download or read book The Discourse of Classified Advertising written by Paul Bruthiaux and published by Oxford University Press, USA. This book was released on 1996 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: He then examines aspects of their conventions to highlight the role of prepatterned and prefabricated segments whose collocational rigidity may force the inclusion of otherwise dispensable items. He finds that there is indeed significant variation across ad categories in terms of syntactic elaboration, and links this to variation in the need to be explicit, as well as in anticipation of interaction between writer and reader.
Book Synopsis LANGUAGE ASPECT IN THE DISCOURSE OF POLITICAL ADVERTISING by : RODI HARTONO
Download or read book LANGUAGE ASPECT IN THE DISCOURSE OF POLITICAL ADVERTISING written by RODI HARTONO and published by Penerbit Qiara Media. This book was released on 2022-10-18 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Language is an essential part in human being’s life. Through language, people can communicate with others. Crystal (1992) defined language as the systemic, conventional use of sounds, signs or written symbol in a human society for communication and selfexpression. Language has a great impact to human’s life and their behavior.
Book Synopsis Handbook of Research on Narrative Advertising by : Yilmaz, Recep
Download or read book Handbook of Research on Narrative Advertising written by Yilmaz, Recep and published by IGI Global. This book was released on 2019-06-28 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt: Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
Book Synopsis Imaging in Advertising by : Fern L. Johnson
Download or read book Imaging in Advertising written by Fern L. Johnson and published by Routledge. This book was released on 2012-08-06 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: The dominance of advertising in everyday life carries potent cultural meaning. As a major force in the rise of "image based culture," advertising spreads images that shape how people live their lives. While scholarship on visual images has advanced our understanding of the role of advertising in society, for example in revealing how images of extremely thin female models and athletic heroes shape ideals and aspirations, images circulated through lagnuage codes--or "verbal images"--in advertising have received less attention. Imaging in Advertising explores how the verbal and visual work together to build a discourse of advertising that speaks to audiences and has the power to move them to particular thoughts and actions. In this book, Fern L. Johnson presents a series of case studies exploring important advertising images--racial connotations in cigarette advertising, representations of cultural diversity in teen television commercials, metaphors of the face appearing in ads for skin care products, language borrowed from technology to sell non-technology products, and the illusion of personal choice that is promoted in many Internet web sites. Johnson argues that examining the interplay of verbal and visual images as a structured whole exposes the invase role of advertising in shaping culture in 21st century America.
Book Synopsis Handbook of Research on New Media Applications in Public Relations and Advertising by : Esiyok, Elif
Download or read book Handbook of Research on New Media Applications in Public Relations and Advertising written by Esiyok, Elif and published by IGI Global. This book was released on 2020-08-07 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt: As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
Book Synopsis Discourse Analysis by : Susan Strauss
Download or read book Discourse Analysis written by Susan Strauss and published by Routledge. This book was released on 2013-12-17 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: This introductory textbook presents a variety of approaches and perspectives that can be employed to analyze any sample of discourse. The perspectives come from multiple disciplines, including linguistics, sociolinguistics, and linguistic anthropology, all of which shed light on meaning and the interactional construction of meaning through language use. Students without prior experience in discourse analysis will appreciate and understand the micro-macro relationship of language use in everyday contexts, in professional and academic settings, in languages other than English, and in a wide variety of media outlets. Each chapter is supported by examples of spoken and written discourse from various types of data sources, including conversations, commercials, university lectures, textbooks, print ads, and blogs, and concludes with hands-on opportunities for readers to actually do discourse analysis on their own. Students can also utilize the book’s comprehensive companion website, with flash cards for key terms, quizzes, and additional data samples, for in-class activities and self-study. With its accessible multi-disciplinary approach and comprehensive data samples from a variety of sources, Discourse Analysis is the ideal core text for the discourse analysis course in applied linguistics, English, education, and communication programs.
Book Synopsis Recruitment Advertising as an Instrument of Employer Branding by : Jolanta Łącka-Badura
Download or read book Recruitment Advertising as an Instrument of Employer Branding written by Jolanta Łącka-Badura and published by Cambridge Scholars Publishing. This book was released on 2015-10-05 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book offers a linguistic analysis of job advertising as an instrument of employer branding, investigating how the creation of the employer brand and the projection of employee value proposition are realised linguistically in a corpus of online job advertisements. The study is methodologically grounded in the current approaches to discourse analysis and business/organisational communication, as it is broadly understood, with particular emphasis on genre and register analysis, the language of persuasion and evaluation, as well as the language of (organisational) values. The analysis conducted in the book demonstrates that job advertisements constitute a distinct promotional business genre, a member of the system of genres applied in the job search context, increasingly resembling multi-modal marketing-type ads. The rhetorical structure of online recruitment advertisements confirms the initial hypothesis that job ads contribute to the projection and reinforcement of employer brands. The register of recruitment ads clearly harmonises with the employer branding function of the genre: extremely positive, encompassing a wide range of persuasive strategies, as well as lexico-grammatical choices contributing to the creation of employer brands, job advertising may justifiably be classified as a “paradigm case” of persuasion. With employer branding being deeply rooted in the values emanating from an organisation, the use of linguistic structures communicating or implying the system of attributes and values declared by the employing organisations is a powerful employer branding strategy, widely reflected in the corpus. Taking into account the interdisciplinary character of the analysis, the book will be of interest not only to linguists and business communication scholars, but also to human resource management and public relations researchers and practitioners.
Book Synopsis The Dynamics of Advertising by : Barry Richards
Download or read book The Dynamics of Advertising written by Barry Richards and published by Psychology Press. This book was released on 2000 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholars of human relations, psycho-social studies, and communications review the extensive literature on advertising in sociology and cultural studies, report the results of a study they did at the University of East London on changes in advertising over the past half century, and develop a method for the psycho-social study of all forms of public communication and of other aspects of daily life. They argue that advertising is far more closely linked to the pragmatics of everyday life than their symbolic richness might suggest. c. Book News Inc.
Book Synopsis The Routledge Handbook of Discourse Analysis by : Michael Handford
Download or read book The Routledge Handbook of Discourse Analysis written by Michael Handford and published by Taylor & Francis. This book was released on 2023-05-15 with total page 865 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Discourse Analysis covers the major approaches to discourse analysis from critical discourse analysis to multimodal discourse analysis and their applications in key educational and institutional settings. The handbook is divided into eight sections: Approaches to Discourse Analysis, Gender, Race and Sexualities, Narrativity and Discourse, Genre and Register, Spoken Discourse, Social Media and Online Discourse, Educational Applications and Institutional Applications. The chapters are written by a wide range of contributors from around the world, each a leading researcher in their respective field. With a focus on the application of discourse analysis to real-life problems, the contributors introduce the reader to a topic and analyse authentic data. This fully revised second edition includes new sections on Gender, Race and Sexualities, Narrativity and Discourse, Genre and Register, Spoken Discourse, Social Media and Online Discourse and nine new chapters on topics such as digital communication and public policy and political discourse. This volume is vital reading for all students and researchers of discourse analysis in linguistics, applied linguistics, communication and cultural studies, social psychology and anthropology.
