The Discourse of Advertising explores the language of contemporary advertising. Cook argues that advertisements are always in complex interaction with the texts around them, with music and pictures, and with the people who make and experience them. This second edition addresses contemporary advertising in the context of current changes in communication. Advertisements span a range of mediums from billboards to email and the author sensitively analyses their social functions and effects on the individual. New advertisements include those for Barnardos and the Royal Navy, Philips, Wonderbra and Wrigleys, and the book has also been substantially rewritten. This is a comprehensive and invaluable reference guide to all aspects of the language of advertising.
The Discourse of Advertising is a very readable book that is well suited for undergraduate students whatever their academic background (literature, linguistics, cultural studies, communication studies, etc.). The balance between theory and practice is excellent. Advertising examples are mostly recent, and taken from a variety of supports (e.g. billboards, Internet, TV, magazines). The application of theoretical concepts to ads and literature provides a better understanding of these concepts, and especially allows for the distinction between the two genres. An excellent introductory tool not only to the field of advertising but also to the larger field of discursive studies in general, provided that instructors complete it with examples of ads particularly meaningful for their students..
|Introduction: The Genre of the Advertisement|
|Substance and Surroundings|
|Pictures, Music, Speech and Writing|
|Language and Paralanguage|
|Words and Phrases|
|Prosody Parallelism Poetry|
|Ways of Hearing|
|Conclusion: The Genre of Advertisement|
|Table of Contents provided by Publisher. All Rights Reserved.|
Number Of Pages: 272
Published: 19th July 2001
Dimensions (cm): 23.4 x 15.6 x 1.5
Weight (kg): 0.5