Download PDF by Guy Cook: Discourse of Advertising (Interface)

By Guy Cook

ISBN-10: 0415041708

ISBN-13: 9780415041706

The Discourse of Advertising explores the language of latest advertisements. prepare dinner argues that ads are continually in complicated interplay with the texts round them, with tune and images, and with the folks who make and adventure them. This moment variation addresses modern ads within the context of present adjustments in conversation. ads span more than a few mediums from billboards to e mail and the writer sensitively analyses their social capabilities and results at the person. New ads contain these for Barnardos and the Royal Navy,Philips, Wonderbra and Wrigleys, and the booklet has additionally been considerably rewritten. it is a finished and important reference advisor to all points of the language of advertisements.

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Additional resources for Discourse of Advertising (Interface)

Example text

I have no answer to this problem, but I intend to describe the music of ads, where relevant, in impressionistic terms (as I did for the Sprite ad) always remembering that such descriptions may be idiosyncratic, peculiar to a limited section of the audience, or attempts to describe the indescribable. 1 Two tales of soccer and sex 1. A man is decorating an empty flat. He has come by bicycle. He opens a can of lager and sits down in front of the tv to watch a soccer match. The tv has only an indoor aerial and he can’t receive the picture.

As with situation, the interaction between ads and accompanying discourses creates new meanings, either by chance, through manipulation by the advertiser, or, more rarely, through subversive intervention against ads from outside. Thus it was presumably by chance that an ad showing a Vauxhall car dodging through collapsing construction work gained an unpleasant and unforeseen overtone when, on 18 October 1989, it appeared immediately after news coverage of the car-crushing collapse of a two-tier freeway during the San Francisco earthquake.

This raises the issue of whether every product has a dual and ambiguous identity. By having its own brand-name written on it, every product is both itself and an ad for itself. Nor can this issue be dodged by drawing a distinction between contents and wrapping. In many products, such as chocolate and soap, the brand name is not only written on the wrapping, but also cut into the object, making the substance which carries the name the same as the substance to which it refers. If we assume, as seems likely, that the drinks displayed in tennis tournaments 20 THE DISCOURSE OF ADVERTISING Figure 8 Sam Cooke record cover ‘Wonderful World’: Levi 501 jeans are not those actually drunk by the players, but are there only as ads, then there is justification in saying that their existence as ads outweighs their existence as themselves.

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Discourse of Advertising (Interface) by Guy Cook

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