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Advertising as Communication

Advertising as Communication
Advertising as Communication Advertising as Communication
Szerző
Szerkesztő
London
'Gillian Dyer: Advertising as Communication ' összes példány
Kiadó: Methuen & Co. Ltd.
Kiadás helye: London
Kiadás éve:
Kötés típusa: Ragasztott papírkötés
Oldalszám: 230 oldal
Sorozatcím: Studies in Communication
Kötetszám:
Nyelv: Angol  
Méret: 20 cm x 13 cm
ISBN: 0-416-74530-X
Megjegyzés: Fekete-fehér fotókkal, illusztrációkkal.
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Fülszöveg


STUDIES IN COMMUNICATION General Editor: John Fiske

Recent years have seen rapid developments in communications and the media. The possibilities and problems which such developments present us with have affected a number of disciplines and led to new understanding of the links and parallels between them. This series introducés the student to the broad field of study which is covered by the term communication studies, and which includes aspects of psychology, sociology, criticism, semiotics and linguistics as well as the study of popular culture and the media themselves.
Each book covers the most important work in a particular area, introducing the main authorities, theories and methods of approach, while at the same time suggesting topics and methods by which readers may further their own studies.
Advertising as Communication Gillian Dyer
Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle forms of... Tovább

Fülszöveg


STUDIES IN COMMUNICATION General Editor: John Fiske

Recent years have seen rapid developments in communications and the media. The possibilities and problems which such developments present us with have affected a number of disciplines and led to new understanding of the links and parallels between them. This series introducés the student to the broad field of study which is covered by the term communication studies, and which includes aspects of psychology, sociology, criticism, semiotics and linguistics as well as the study of popular culture and the media themselves.
Each book covers the most important work in a particular area, introducing the main authorities, theories and methods of approach, while at the same time suggesting topics and methods by which readers may further their own studies.
Advertising as Communication Gillian Dyer
Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle forms of persuasion, or of the extent to which it manipulâtes our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.
Starting with a broad historical and cultural perspective, the author traces some of the main views and concepts which have been used to discuss the function and the ideology of advertising. She shows how the economic aspects of our society interact with cultural and social meanings in advertising, and draws in her discussion on the concepts and methods of structuralism and semiology and of cultural and ideological readings of media messages. The numerous illustrations, suggestions for further work, appendices and bibliography will be a valuable aid to students and teachers.
Gillian Dyer is a senior lecturer in communication studies at Sheffield City Polytechnic. Vissza

Tartalom


CONTENTS
General editor's preface Preface
Acknowledgements Introduction
What is advertising? 2 Commercial consumer advertising 4 Mass communications 9 Public relations 11
1 The origins and development of advertising
Mercuries and newsheets 15 An 'all-deafening blast of puffery' 28 The break-up of the column lay-out
in newspapers 30 Slogans and catch phrases 32 Bubbles 33
Suggestions for further work 37
2 The new advertising
Organizing the market 39 The rise of popular journalism 41 'Daddy, what did you do in the Great War?' The never-never 45
The nerve war 46 The home front 50 Note 53
Suggestions for further work 3 The new media
Post-war developments 55
Television 57
Commercial television 58
Commercial television and the BBC 60
Diversification 61
The pattern for the future 62
The press 63
Advertising sponsorship in the press 65 Advertising as a publishing authority 67 The crisis 69 Note 70
Suggestions for further work 70
4 The effects of advertising 72
Effects research 7 3 " Market research 74 Sociological research 75 Advertising's effectiveness 78 Cultural effects 79 Images 82 The consumers 82 Notes 84
Suggestions for further work 84
5 What do advertisements mean? 86
Approaches to the study of meaning 87
Lines of appeal 92
Approaches to form and content 93
Props and settings 104
Analysing photographs 106
Content analysis 108
Notes 111
Suggestions for further work 111
6 Semiotics and ideology 114
Semiotics — concepts and methods 117 Iconic, indexical and symbolic signs 124 Syntagmatic and paradigmatic sign relations 126 Denotation and connotation 127 Codes 131 Notes 136
Suggestions for further work 136
7 The language of advertising 139
Words have feelings 140
The tone of voice 141
The rôle of advertising language 144
Language and the law 147
Key words 149
Figurative language 151
The 'absence' of language — calligraphy 155
Suggestions for further work 156
8 The rhetoric of advertising 158
A theory of rhetoric 159 Visual rhetoric 161 Suggestions for further work 182
Conclusion 183
Appendices 188
References 215
Bibliography 221
Index 227

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