Download PDF by Jackie Cannon, Robin Warner, Patricia Odber De Baubeta: Advertising and Identity in Europe: The I of the Beholder

By Jackie Cannon, Robin Warner, Patricia Odber De Baubeta

ISBN-10: 1841500372

ISBN-13: 9781841500379

ISBN-10: 1841508721

ISBN-13: 9781841508726

Advertisers goal particular teams of shoppers and entice them accurately by way of their feel of workforce club. So, as our feel of crew identification is damaged down by means of worldwide communications applied sciences, how do advertisements proceed to focus on mass audiences?

This quantity stands on my own because the first established review of the effect of ads, by way of tradition and of commercial, around the nationwide limitations of Europe. It considers the successes and screw ups of a number of internaational strategic advertising plans, and describes stylistic and persuasive features of particular promotional texts. With examples from Scandinavia to the Iberian Peninsula, the participants additionally discover different buildings of local, nationwide, social and sexual identities exploited through advertisers to render their messages potent. accordingly, the ebook might be of curiosity to students of media experiences, language, and cultural stories in addition to these operating in marketing.

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Notes 1 A very small sample of these works would include: Aristotle, The Art of Rhetoric. by John Henry Freese, Loeb Classical Library, 1982. Quintilian, Institutio Oratoria, Trans. E. Butler, Loeb Classical Library, 1920–2; George Puttenham, The Arte of English Poesie, 1589, Kent State University Press, 1988; Warren Taylor, Tudor Figures of Rhetoric, Whitewater, WI: Language Press, 1972; Lee A. Sonnino, A Handbook to Sixteenth Century Rhetoric, London: Routledge & Kegan Paul, 1968; T. Albaladejo, Retórica.

Consequently it should not surprise us that the resources used in advertising should frequently rest upon the discoveries of Rhetoric, the efficiency of which is tried and tested. A total of 108 television advertisements have been analysed, from Spanish and British television. This is not then an exhaustive survey; even allowing for repetitions, it probably accounts for no more than a fraction of the daily output of television advertising in both countries. Nor is it proposed to identify the maximum number of rhetorical tropes in a large number of advertisements; such a study is beyond the scope of a paper of this length, and must await a more appropriate format.

Thus visually we have a rapid transition from symbol to metaphor, a transition effected by the sequence in which the information is presented, by the clever interaction of audio and visual. For the appearance of the chickens most powerfully suggests the symbolic power of the associations they evoke; innocence, vulnerability, need to be protected, the automatic ‘aah’ factor that urban Western society seems universally to bestow on cuddly animals, especially young animals. But the moment ‘más queremos’ is uttered, the symbol becomes a metaphor; through the process of a reverse catachresis, which is the use of an inappropriate term for description.

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Advertising and Identity in Europe: The I of the Beholder by Jackie Cannon, Robin Warner, Patricia Odber De Baubeta

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