By Gillian Dyer
As shoppers, all of us come across advertisements as a part of our day-by-day lives. although we're frequently blind to its extra sophisticated type of persuasion. This booklet examies advertisements in glossy society and in addition perspectives its cultural and fiscal effect. e-book hide; name; COPYRIGHT; CONTENTS; normal EDITOR'S PREFACE; PREFACE; ACKNOWLEDGEMENTS; advent; 1 THE ORIGINS AND improvement OF advertisements; 2 the recent ads; three the hot MEDIA; four the consequences OF ads; five WHAT DO ads MEAN?; 6 SEMIOTICS and beliefs; 7 THE LANGUAGE OF advertisements; eight THE RHETORIC OF advertisements; end; APPENDIX I; APPENDIX II; APPENDIX III; APPENDIX IV; APPENDIX V; REFERENCES; BIBLIOGRAPHY; INDEX
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Additional info for Advertising as Communication (Studies in Culture and Communication)
In many cases it replaced the words of the English language that copywriters had previously devalued. Tight skirts were described as ‘stem-slim classics of lethal grace…panther-sleek and fabulously disciplined’; lace was ‘a wicked whisper’; there were ‘moonstruck rayons’ and ‘parody-pearls trilling with pride’. More irritating was the advertiser’s habit of using baby talk to describe various food products. Words like ‘yummy’, ‘tangy’, ‘zippy’, ‘chewy’, ‘crispy’, ‘crunchy’ or ‘Krispy’ and ‘Krunchy’ littered magazine copy.
Aware of the excesses of American television advertising, western European countries have laid down controls which limit the amount and type of advertising. For instance, advertisements are not allowed to occupy more than six minutes per programme hour on the British commercial networks. ) The American model allows much greater freedom to advertisers. Competition for advertising is particularly intense between the three main TV networks in the US and there is a consequent drive for the maximum audience at all times.
The drawing of the family group is detailed and closely observed—the little girl on her father’s lap and the boy playing with toy soldiers on the carpet at his feet. The scene is domestic and not only represents an appeal to patriotism but also plays on basic human relationships and anxieties. Having aroused these anxieties and potential guilt feelings, the poster offers the message that they can be relieved by joining up and helping to win the war in order to preserve the family values portrayed.