Advertising Across Cultures A Linguistic Semiotic Analysis Of British And Italian Tv Commercials

Author : Nicola Borrelli
Publisher :
ISBN 13 : 9788854830349
Total Pages : 432 pages
Book Rating : 4.48/5 ( download)

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Download or read book Advertising Across Cultures. A Linguistic-semiotic Analysis of British and Italian Tv Commercials written by Nicola Borrelli and published by . This book was released on 2010 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Giuliana Garzone
Publisher : Universal-Publishers
ISBN 13 : 1612337201
Total Pages : 260 pages
Book Rating : 4.03/5 ( download)

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Download or read book Genres and Genre Theory in Transition written by Giuliana Garzone and published by Universal-Publishers. This book was released on 2014 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume features representative studies focusing on the evolution of text genres in corporate and professional communication. Genre change is explored in various contexts in light of the increasing importance of new media and the profound social changes that have occurred in the last few decades. Major theoretical issues are raised and discussed, highlighting the need to reconsider the repertoire of conventions traditionally identified in each specific genre, and to reassess and update the analytical tools used to investigate them, about three decades after the emergence of genre analysis.

Author : Giuseppe Balirano
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527526658
Total Pages : 230 pages
Book Rating : 4.55/5 ( download)

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Download or read book Miss Man? Languaging Gendered Bodies written by Giuseppe Balirano and published by Cambridge Scholars Publishing. This book was released on 2019-01-22 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume draws together contributions containing original research on a number of linguistic and semiotic understandings of gender in the context of current debates about gender non-conforming people and diverse ways of ‘doing’ masculinities. It contests the constraints, stereotypes, and prejudices concerning gender nonconformity by sparking academic inquiry, possibly leading to social change. The book explores various gender non-conforming tropes as they apply either to same-sex related desires, identities, and practices or to other dimensions of gender non-normative experiences, such as weak or socially-perceived as unacceptable representations of manliness. The volume demonstrates that language matters in the everyday experience of gender diversity beyond traditional gender binarism. By modelling some of the approaches that are now being explored in linguistic and gender studies and by addressing language use over a range of diamesic, diastratic and diatopic contexts, all contributors here discuss cogent issues in language and gender.

Author : Christian Wöller
Publisher : GRIN Verlag
ISBN 13 : 3638104648
Total Pages : 114 pages
Book Rating : 4.47/5 ( download)

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Download or read book Intertextuality and Prestige Advertising: A discursive-semiotic analysis of Australian TV advertisements written by Christian Wöller and published by GRIN Verlag. This book was released on 2001-11-20 with total page 114 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thesis (M.A.) from the year 2001 in the subject English Language and Literature Studies - Linguistics, grade: 1.7 (A-), LMU Munich (Institute for English Philology), language: English, abstract: Introduction 1.1. Foreword Intertextuality is a term that has often been discussed in the linguistic analysis of literature texts. More recently it has become a popular term in media research, especially the analysis of advertisements. But what about Intersemioticity? Intersemioticity is a term that was coined only recently by Lipka (personal note). Like intertextuality, it deals with the relationship of texts to each other but refers not only to textual and verbal messages but also to non-verbal information such as pictures or sounds. It can simply be seen as a web of references that link the textual, visual and aural elements of a primary message with textual, visual and aural elements from other messages. Even the interaction of semiotic modes within a message marks a form of intertextuality which can be referred to as intra-semioticity. In modern TV advertising, both intra- and intersemioticity play an important role as visual and verbal information continually overlap each other and consequently can no longer be defined as independent referential systems. Prestige is a relatively broad term that, according to the Cambridge Online Dictionary (dictionary.cambridge.org/), is used to refer to the "respect and admiration given to someone or something, usually because of a reputation for high quality, success or social influence". In advertising, it is often associated with luxurious goods or prestige items such as expensive cars or watches but also with personal prestige. Celebrated public characters often advertise for a product, which enhances the value of both the product and sometimes the celebrity. In a more cultural context, prestige refers to the respect and admiration that is given to a cultural group because of its positive values and qualities. In the opinion of most Australians, Australian culture stands for: friendliness, liberal thinking, personal independence, naturalness, openness, good humour, sportsmanship, nature loving and national pride. Advertisers who wish to boost the sales of an Australian product to Australian consumers often address their target group by making references to these highly estimated "national characteristics". [...]

Author : Gillian Dyer
Publisher : Routledge
ISBN 13 : 1134972342
Total Pages : 206 pages
Book Rating : 4.40/5 ( download)

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Download or read book Advertising as Communication written by Gillian Dyer and published by Routledge. This book was released on 2008-03-07 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates 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.

Author : Niaz Ahmed
Publisher : Universal-Publishers
ISBN 13 : 1581120842
Total Pages : 119 pages
Book Rating : 4.44/5 ( download)

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Download or read book Cross-Cultural Content Analysis of Advertising from the United States and India written by Niaz Ahmed and published by Universal-Publishers. This book was released on 2000 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cross-cultural content analysis (which merged traditional content analysis method with semiotic concepts) compared advertising in the United States (a highly individualistic and low-context culture) and India (a highly collectivist and high-context culture). The study examined the characteristics, differences and similarities in advertising strategies and expressions. A stratified random sample of advertisements for consumer products was selected from nationally circulated news magazines and business magazines of each country between January 1993 and December 1994 (Time and Business Week from the United States; India Today and Business India from India). This study found that there were significant differences in the way the two cultures produced advertising messages and that differential cultural values were reflected in their advertising expressions. The findings revealed that the U.S. advertisements utilized direct rhetorical styles, individualistic visual stances, sexual portrayals of women and comparative approaches more often than their Indian counterparts. The Indian ads utilized indirect rhetorical styles, collective visual stances and stereotypical portrayals of women more frequently than did the U.S. ads. The evidence of specific cross-cultural differences suggests that perhaps the proponents of "standardization of international advertising" have promoted an oversimplification. This cross-cultural study suggests that caution should be exercised when considering standardization in advertising and other forms of promotional communication between divergent cultures. Click here to preview the first 25 pages in Acrobat PDF format.

Author : Beverly Adab
Publisher : Routledge
ISBN 13 : 1134966865
Total Pages : 223 pages
Book Rating : 4.68/5 ( download)

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Download or read book Key Debates in the Translation of Advertising Material written by Beverly Adab and published by Routledge. This book was released on 2016-04-01 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Much has been written about the marketing aspects of promotional material in general, and several scholars (particularly in linguistics) have addressed questions relating to the structure and function of advertisements, focusing on images, rhetorical structure, semiotic functions, discourse features and audio-visual media, amongst other aspects of the genre. Not much, on the other hand, has been written within translation studies about the complexities involved in the transfer of an advertising message. Contributors to this volume explore various interdependent aspects of the interlingual and intercultural transfer of an advertising message. They emphasize features of culture specificity, of multi-medial semiotic interaction, of values and stereotypes, and most importantly, they recommend strategies and approaches to assist translators. Topics covered include a critique of the Western-based approach to advertising in the context of the Far East; different perceptions of the concept of cleanliness in advertising texts in Italy, Russia and the UK; the Walls Cornetto strategy of internationalization of product appeal, followed by localization; the role of the translator in recreating appeal in different lingua-cultural contexts; what constitutes 'Italianness' in advertisements for British consumers; and strategies for repackaging France as a tourist destination.

Author : Lynda Lee Kaid
Publisher : SAGE Publications
ISBN 13 : 1452261547
Total Pages : 505 pages
Book Rating : 4.46/5 ( download)

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Download or read book The SAGE Handbook of Political Advertising written by Lynda Lee Kaid and published by SAGE Publications. This book was released on 2006-06-14 with total page 505 pages. Available in PDF, EPUB and Kindle. Book excerpt: The SAGE Handbook of Political Advertising provides a comprehensive view of the role political advertising plays in democracies around the world. Editors Lynda Lee Kaid and Christina Holtz-Bacha, along with an international group of contributors, examine the differences as well as the similarities of political advertising in established and evolving democratic governments. Key Features: Offers an international perspective: This Handbook examines the political television advertising process that has evolved in democracies around the world, including countries in Asia, Europe, Australia, Africa, Latin America, and North America. In addition, a comparative overview addresses the effects of political advertising on the voters and the systems of which it is a part. Provides comprehensive coverage: For each country presented, an analysis is given of its political advertising history, its cultural implications, the political and regulatory systems related to political advertising, the effects of media system structures, and the effects of new technologies. Includes examples from recent elections: The role specific candidate- or party-controlled television plays in a specific region′s electoral process is examined. Original research on recent elections confirms the expanding significance of this form of political communication. This is an excellent resource for media professionals and practicing journalists, as well as a welcome addition to any academic library. It can also be used as a textbook for advanced undergraduate and graduate courses on Political Advertising in the fields of Political Science, Communication, Broadcasting, Journalism, and International Relations.

Author : E. Martin
Publisher : Springer
ISBN 13 : 0230511902
Total Pages : 286 pages
Book Rating : 4.03/5 ( download)

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Download or read book Marketing Identities Through Language written by E. Martin and published by Springer. This book was released on 2005-11-30 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

Author : Renée Dickason
Publisher : Indiana University Press
ISBN 13 : 9781860205712
Total Pages : 202 pages
Book Rating : 4.12/5 ( download)

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Download or read book British Television Advertising written by Renée Dickason and published by Indiana University Press. This book was released on 2000 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since television in the UK began, advertisements have come to be acceptable to the viewer and to be considered, by some, as a bastion of "Britishness" in a world of increasing media globalization. This study examines the question of television advertising as an expression of cultural identity.