Persuasive signs: the semiotics of advertising
"Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin [u.a.]
Mouton de Gruyter
2002
|
| Schriftenreihe: | Approaches to applied semiotics
4 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form."--BOOK JACKET. |
| Beschreibung: | XI, 193 S. 23 cm |
| ISBN: | 3110173417 3110173409 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | PERSUASIVE SIGNS
THE SEMIOTICS
OF
ADVERTISING
BY
RON
BEASLEY
MARCEL
DANESI
MOUTON
DE
GRUYTER
BERLIN
NEW
YORK
2002
CONTENTS
PREFACE
V
CHAPTERI
ADVERTISING
ASSOCIALDISCOURSE
1
1.
INTRODUCTORY
REMARKS
1
1.1
ASCHEMATIC
HISTORY
OFADVERTISING
4
1.1.1
THEMODEM
ERA
8
1.1.2
POSITIONING
ANDIMAGE-CREATION
11
1.1.3
THEERAOFPERSUASION
14
1.1.4
THEENTRENCHMENT
OFADVERTISING
INSOCIALDISCOURSE
15
1.2
THESEMIOTIC
APPROACH
TOADVERTISING
19
1.2.1
SIGNIFICATION
SYSTEMS
20
1.2.2
ABRIEFTREKTHROUGH
THEHISTORY
OFSEMIOTICS
24
1.2.3
CASE-IN-POINT
1:HIGHHEELSHOES
26
1.3
THEROLEOFSEMIOTICS
INTHEADVERTISING
DEBATE
30
1.3.1
SEMIOTICS
ASAFORMOFIMMUNIZATION
31
1.3.2
THEPARTNERSHIP
WITHPSYCHOLOGY
32
1.3.3
COGNITIVE
STYLE
35
1.4
ELEMENTS
OFSEMIOTIC
ANALYSIS
36
1.4.1
AXIOMS
37
1.4.2
NOTIONS
38
1.4.3
MEANING
43
1.4.4
CASE-IN-POINT
2:ANADFORASPARKLING
WINE
46
CHAPTERII
CREATING
RECOGNIZABILITY
FORTHEPRODUCT
49
2.
INTRODUCTORY
REMARKS
49
2.1
CREATING
ASIGNIFICATION
SYSTEM
50
2.1.1
BRANDNAMES
52
X
CONTENTS
2.1.2
LOGOS
61
2.1.3
!CONICITY
62
2.2
CREATING
TEXTUALITY
62
2.2.1
FEATURES
OFADTEXTS
65
2.2.2
DECODING
70
2.2.3
MYTHOLOGIZING
THEPRODUCT
73
2.3
USINGMULTIPLE
MEDIA
77
2.3.1
PRINTMEDIA
77
2.3.2
ELECTRONIC
MEDIA
79
2.4
ADCAMPAIGNS
81
2.4.1
COOPTION
86
2.4.2
CREATING
HISTORY
88
CHAPTER
III
CREATING
TEXTUALITY
95
3.
INTRODUCTORY
REMARKS
95
3.1
TEXTUALITY
97
3.1.1
LAYOUT
ANDDESIGN
97
3.1.2
AMBIGUITY
101
3.2
CONNOTATION
102
3.2.1
CONNOTATIVE
CHAINS
103
3.2.2
THECONNOTATIVE
INDEX
108
3.2.3
INTERTEXTUALITY
110
3.3
VERBAL
TECHNIQUES
112
3.3.1
FIGURATIVE
LANGUAGE
113
3.3.2
OTHER
RHETORICAL
DEVICES
120
3.4
NONVERBAL
TECHNIQUES
123
3.4.1
MODELING
123
3.4.2
ASYNTHESIS
129
CONTENTS
XI
CHAPTER
IV
ADVERTISING ANDCULTURE
131
4.
INTRODUCTORYREMARKS
131
4.1
MARKETTESTINGTHEPRODUCT S
SIGNIFICATIONSYSTEM
132
4.1.1
CASESTUDY1:DETERMININGSIGNIFICATIONSYSTEMS
133
4.1.2
CASESTUDY2:CO-BRANDING
137
4.1.3
OTHERTECHNIQUES
143
4.2
ADVERTISINGCULTURE
145
4.2.1
THEADVERTISINGINDUSTRY
148
4.2.2
PROMOTINGCONSUMERISM
149
4.2.3
ADVERTISINGASART
151
4.3
THESEMIOTICPURVIEW
153
4.3.1
THEEFFECTSOFADVERTISING
153
4.3.2
FINALREFLECTIONS
157
APPENDIX:EXERCISESFORCLASSROOMORPERSONALSTUDYUSE
161
GLOSSARYOFTECHNICALTERMS
167
WORKSCITEDANDGENERALBIBLIOGRAPHY
175
INDEX
191
|
| any_adam_object | 1 |
| author | Beasley, Ron 1945- Danesi, Marcel 1946- |
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| author_facet | Beasley, Ron 1945- Danesi, Marcel 1946- |
| author_role | aut aut |
| author_sort | Beasley, Ron 1945- |
| author_variant | r b rb m d md |
| building | Verbundindex |
| bvnumber | BV014443985 |
| callnumber-first | H - Social Science |
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| callnumber-raw | HF5823.B3725 2002 |
| callnumber-search | HF5823.B3725 2002 |
| callnumber-sort | HF 45823 B3725 42002 |
| callnumber-subject | HF - Commerce |
| classification_rvk | ER 735 ES 155 ES 980 QP 632 |
| ctrlnum | (OCoLC)50322957 (DE-599)BVBBV014443985 |
| dewey-full | 659.1/01/421 659.1014 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/01/4 21 659.1014 |
| dewey-search | 659.1/01/4 21 659.1014 |
| dewey-sort | 3659.1 11 14 221 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Sprachwissenschaft Wirtschaftswissenschaften Literaturwissenschaft |
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| indexdate | 2024-07-09T19:02:51Z |
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| isbn | 3110173417 3110173409 |
| language | English |
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| physical | XI, 193 S. 23 cm |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Mouton de Gruyter |
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| series | Approaches to applied semiotics |
| series2 | Approaches to applied semiotics |
| spelling | Beasley, Ron 1945- Verfasser (DE-588)1146386206 aut Persuasive signs the semiotics of advertising by Ron Beasley ; Marcel Danesi Berlin [u.a.] Mouton de Gruyter 2002 XI, 193 S. 23 cm txt rdacontent n rdamedia nc rdacarrier Approaches to applied semiotics 4 "Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form."--BOOK JACKET. Publicité Reclame gtt Semiotiek gtt Signes et symboles Sémiotique Advertising Signs and symbols Semiotics Werbesprache (DE-588)4065535-0 gnd rswk-swf Semiotik (DE-588)4054498-9 gnd rswk-swf Werbebotschaft (DE-588)4193382-5 gnd rswk-swf Werbesprache (DE-588)4065535-0 s Semiotik (DE-588)4054498-9 s DE-604 Werbebotschaft (DE-588)4193382-5 s Danesi, Marcel 1946- Verfasser (DE-588)137512724 aut Approaches to applied semiotics 4 (DE-604)BV013034465 4 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009873399&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Beasley, Ron 1945- Danesi, Marcel 1946- Persuasive signs the semiotics of advertising Approaches to applied semiotics Publicité Reclame gtt Semiotiek gtt Signes et symboles Sémiotique Advertising Signs and symbols Semiotics Werbesprache (DE-588)4065535-0 gnd Semiotik (DE-588)4054498-9 gnd Werbebotschaft (DE-588)4193382-5 gnd |
| subject_GND | (DE-588)4065535-0 (DE-588)4054498-9 (DE-588)4193382-5 |
| title | Persuasive signs the semiotics of advertising |
| title_auth | Persuasive signs the semiotics of advertising |
| title_exact_search | Persuasive signs the semiotics of advertising |
| title_full | Persuasive signs the semiotics of advertising by Ron Beasley ; Marcel Danesi |
| title_fullStr | Persuasive signs the semiotics of advertising by Ron Beasley ; Marcel Danesi |
| title_full_unstemmed | Persuasive signs the semiotics of advertising by Ron Beasley ; Marcel Danesi |
| title_short | Persuasive signs |
| title_sort | persuasive signs the semiotics of advertising |
| title_sub | the semiotics of advertising |
| topic | Publicité Reclame gtt Semiotiek gtt Signes et symboles Sémiotique Advertising Signs and symbols Semiotics Werbesprache (DE-588)4065535-0 gnd Semiotik (DE-588)4054498-9 gnd Werbebotschaft (DE-588)4193382-5 gnd |
| topic_facet | Publicité Reclame Semiotiek Signes et symboles Sémiotique Advertising Signs and symbols Semiotics Werbesprache Semiotik Werbebotschaft |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009873399&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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