Intertextuality And Prestige Advertising A Discursive Semiotic Analysis Of Australian Tv Advertisements
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Intertextuality And Prestige Advertising A Discursive Semiotic Analysis Of Australian Tv Advertisements
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Author : Christian Wöller
language : en
Publisher: GRIN Verlag
Release Date : 2001-11-20
Intertextuality And Prestige Advertising A Discursive Semiotic Analysis Of Australian Tv Advertisements written by Christian Wöller and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-11-20 with Literary Collections categories.
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". [...]
Persuasive Signs
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Author : Ron Beasley
language : en
Publisher: Walter de Gruyter
Release Date : 2010-12-14
Persuasive Signs written by Ron Beasley and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-14 with Language Arts & Disciplines categories.
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.
Deceptive Discourse In Advertising
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Author : Stephanie Helmer
language : en
Publisher: GRIN Verlag
Release Date : 2005-07-10
Deceptive Discourse In Advertising written by Stephanie Helmer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-07-10 with Literary Collections categories.
Seminar paper from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: 2, LMU Munich (Institut für Englische Philologie), course: Empirical Linguistics: Deceptive Discourse, language: English, abstract: While the first part of this paper aims at exploring deceptive techniques through a mostly semiotic frame, focusing on automobile advertisements present in Germany in 2001 and 2002, the second part of this paper examines the role of psychological components in television advertising.
Critical Discourse Analysis Of Chinese Advertisement
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Author : Chong Wang
language : en
Publisher: Springer
Release Date : 2017-07-04
Critical Discourse Analysis Of Chinese Advertisement written by Chong Wang and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-04 with Language Arts & Disciplines categories.
This book reflects the chronological changes in Chinese cultural values, social relations, economy and politics by critically analyzing the Chinese advertising discourse. The work is based on research into the ideological values portrayed in Chinese household appliance advertisements in the 1980s – 1990s. The analytical framework covers a variety of methods: critical discourse analysis, chronological analysis, visual and verbal analysis, and qualitative and quantitative analysis. The findings suggest that ideological values consciously or unconsciously manifested by the visual and verbal devices in the Chinese advertisements moved in a pattern from simplicity to diversity, from being politically-oriented to being economically and profit-oriented, from conservatism to globalization and westernization, in keeping with the progression of the Chinese economic reform. The findings further indicate that the ideological values in the Chinese household appliance advertisements are embedded in the advertising language and illustrations. Lastly, the work reveals the reality of Chinese politics, economy and society at a time when China experienced the growth of the market economy and evolution of Chinese mainstream ideologies, and demonstrates the impacts of these changes on the ideological meanings in advertisements. This book will help readers discover the more profound meanings behind the superficial content of Chinese advertisements.
The Discourse Of Advertising
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Author : Guy Cook
language : en
Publisher: Routledge
Release Date : 1992-01-01
The Discourse Of Advertising written by Guy Cook and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992-01-01 with Advertising categories.
Televisin Advertisements As A Discourse Genre Verbal Interactions Under Bakhtins Perspective
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Author :
language : pt-BR
Publisher:
Release Date : 2003
Televisin Advertisements As A Discourse Genre Verbal Interactions Under Bakhtins Perspective written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Esta pesquisa tem como objetivo estudar o gênero discursivo propagandatelevisiva e as interações verbais aí presentes sob a perspectiva bakhtiniana. Ocorpus principal da pesquisa compõe-se de dados retirados de algumas propagandastelevisivas, tendo sido gravadas e transcritas 11 propagandas da empresa FIATAutomóveis do Brasil, produzidas no período de 2000 a 2003. A análise daspropagandas televisivas foi realizada com base nos pressupostos da teoria de Bakhtin(1981, 1992 e 1997), considerando-se conceitos de gênero, interação verbal, dialogismo, vozes discursivas, intertextualidade e ironia. A partir dos resultados daanálise, propomos a classificação do gênero propaganda televisiva como um gênerointersemiótico complexo. A análise dos dados permitiu também caracterizar apropaganda televisiva como um gênero em que há a fusão do próprio gêneropropaganda com o seu veículo de suporte, a televisão. O estudo das interaçõesverbais mostrou que este gênero reflete aspectos histórico-sociais, valores eestereótipos, por meio das vozes ideológicas da sociedade, que permeiam o discurso. Este trabalho nos possibilita confirmar que a língua é um fenômeno social, históricoe ideológico e que o contexto é muito importante para a compreensão do que é ditoou do que se quer dizer em uma propaganda televisiva, que se constitui como umenunciado social (Bakhtin, 1981, 124).
Advertising Across Cultures A Linguistic Semiotic Analysis Of British And Italian Tv Commercials
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Author : Nicola Borrelli
language : en
Publisher:
Release Date : 2010
Advertising Across Cultures A Linguistic Semiotic Analysis Of British And Italian Tv Commercials written by Nicola Borrelli and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Language Arts & Disciplines categories.
The Multimodal Analysis Of Television Commercials
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Author : Barry Pennock-Speck
language : en
Publisher:
Release Date : 2013-07
The Multimodal Analysis Of Television Commercials written by Barry Pennock-Speck and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07 with Literary Criticism categories.
Soak Up The Goodness
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Author : Christopher Drew
language : en
Publisher:
Release Date : 2013
Soak Up The Goodness written by Christopher Drew and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Discourse analysis categories.
"Childhood is represented on Australian television advertising so frequently as to be commonplace. Traversing childhood, cultural and media studies disciplines, this thesis works to disrupt and unsettle taken for granted and exclusionary cultural assumptions about childhood that emerge through contemporary television advertisements. I conduct social semiotic and discourse analyses across a corpus of 330 advertisements spanning 2006 to 2012, considering the ways the Australian childhood subject is discursively produced through the advertisements. The television advertisements are found to construct Australian childhood subjectivities in ways that are limiting in terms of race, space, gender and social class.Considering the role of consumption in the reproduction of subjectivity in the contemporary neoliberal context, the advertisements come to be read as addressing viewers as agentive actors exercising choice and aspiring to formulate subjectivities through consumption. In this sense, the advertisements work to encourage agentive viewers to consume in order to achieve idealised yet exclusionary Australian childhood subjectivities. The exclusionary discourses are employed and idealised by advertisers to secure consumption; however, it is also argued that the advertisements simultaneously reinforce and naturalise exclusionary understandings of Australian childhoods through their reiteration.From a post-structuralist perspective which considers cultural truths to emerge through discourse, I argue that the limited representations of Australian childhoods on television advertisements produce and foreclose cultural ways of understanding Australian childhood. Throughout the thesis, I work to challenge representational foreclosures of Australian childhood subjectivities within the advertising texts, in order that cultural truths about Australian childhood subjectivities might be unsettled and unjust representations challenged.Such a critique of limiting discursive representations of Australian childhood matters, I contest, because unjust and exclusionary discourses of Australian childhood can sustain symbolic and performative disadvantage for Australian children and adults alike, particularly those who continue to be excluded from public recognition in a nation that presumes to be inclusive and egalitarian." -- Abstract.
Multimodal Communication
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Author : May Wong
language : en
Publisher: Springer
Release Date : 2019-04-29
Multimodal Communication written by May Wong and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-29 with Literary Criticism categories.
This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.