Catalogue Search | MBRL
Are you sure you want to remove the book from the shelf?
{{itemTitle}}
12,875
result(s) for
"Advertising Language."
Sort by:
Sold on language : how advertisers talk to you and what this says about you
Sold on language examines how the competitive marketplace shapes the ways in which commercial and political advertisers speak to us.: Authored by a team of highly respected language scientists; Written in an informal style with many examples drawn from popular culture; Communicates ideas and research findings about language and the mind, revealing the mental processes behind the daily interactions we all have with contemporary advertising; Brings together insights from fields as varied as linguistics, philosophy, social psychology, behavioral economics, and political science.
Book
'Ad'apting to Markets
This book looks at what goes into localization of advertisements in Indian languages. 'Ad'apting to Markets discusses the process of localization of advertisements (ads) in different Indian languages and its socio-cultural implications. While doing so, it provides insights into the ideologies and cultural values of contemporary societies as they have a powerful influence not only on consumers' product choices but also on their motivations and lifestyles. The book brings out the manner in which the local market is approached in regional languages to woo consumers and increase sales, the various ways in which localization is achieved, and the visual as well as linguistic 'translation' that 'localized' ads involve.
eBook
Sold on language
As citizens of capitalist, free-market societies, we tend to celebrate choice and competition. However, in the 21st century, as we have gained more and more choices, we have also become greater targets for persuasive messages from advertisers who want to make those choices for us. In Sold on Language, noted language scientists Julie Sedivy and Greg Carlson examine how rampant competition shapes the ways in which commercial and political advertisers speak to us. In an environment saturated with information, advertising messages attempt to compress as much persuasive power into as small a linguistic space as possible. These messages, the authors reveal, might take the form of a brand name whose sound evokes a certain impression, a turn of phrase that gently applies peer pressure, or a subtle accent that zeroes in on a target audience. As more and more techniques of persuasion are aimed squarely at the corner of our mind which automatically takes in information without conscious thought or deliberation, does 'endless choice' actually mean the end of true choice? Sold on Language offers thought-provoking insights into the choices we make as consumers and citizens – and the choices that are increasingly being made for us. Click here for more discussion and debate on the authors’ blog:
http://www.psychologytoday.com/blog/sold-language [Wiley disclaims all responsibility and liability for the content of any third-party websites that can be linked to from this website. Users assume sole responsibility for accessing third-party websites and the use of any content appearing on such websites. Any views expressed in such websites are the views of the authors of the content appearing on those websites and not the views of Wiley or its affiliates, nor do they in any way represent an endorsement by Wiley or its affiliates.]
eBook
Recruitment advertising as an instrument of employer branding : a linguistic perspective
The book offers a linguistic analysis of job advertising as an instrument of employer branding, investigating how the creation of the employer brand and the projection of employee value proposition are realised linguistically in a corpus of online job advertisements. The study is methodologically grounded in the current approaches to discourse analysis and business/organisational communication, as it is broadly understood, with particular emphasis on genre and register analysis, the language of persuasion and evaluation, as well as the language of (organisational) values. The analysis conducted in the book demonstrates that job advertisements constitute a distinct promotional business genre, a member of the system of genres applied in the job search context, increasingly resembling multi-modal marketing-type ads. The rhetorical structure of online recruitment advertisements confirms the initial hypothesis that job ads contribute to the projection and reinforcement of employer brands. The register of recruitment ads clearly harmonises with the employer branding function of the genre: extremely positive, encompassing a wide range of persuasive strategies, as well as lexico-grammatical choices contributing to the creation of employer brands, job advertising may justifiably be classified as a \"paradigm case\" of persuasion. With employer branding being deeply rooted in the values emanating from an organisation, the use of linguistic structures communicating or implying the system of attributes and values declared by the employing organisations is a powerful employer branding strategy, widely reflected in the corpus. Taking into account the interdisciplinary character of the analysis, the book will be of interest not only to linguists and business communication scholars, but also to human resource management and public relations researchers and
practitioners.
eBook
Go Figure! New Directions in Advertising Rhetoric
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of \"Go Figure! New Directions in Advertising Rhetoric\" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.
1. Advertising Rhetoric: An Introduction, Edward F. McQuarrie and Barbara J. Phillips; Part I. The Starting Box: Using the Past to Hypothesize the Future; 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures, Eric D. DeRosia; 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences, Barbara B. Stern; 4. What the Symbol Can't the Icon Can: The Indispensable Icon/Symbol Distinction, Val Larsen; Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric; 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising, Bruce A. Huhmann; 6. The Dark Side of Openness for Consumer Response, Paul Ketelaar, Marnix van Gisbergen, and Johannes W.J. Beentjes; 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations, Mark A. Callister and Lesa A. Stern; Part III. The Gift Box: Examining the Structure of Style; 8. A Case for a Complexity Continuum, Tina M. Lowrey; 9. Pictorial and Multimodal Metaphor in Commercials, Charles Forceville; 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images, Kai-Yu Wang and Laura A. Peracchio; 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics, Alfons Maes and Joost Schilperoord; Part IV. The Toolbox: Unpacking the Inquiry Process; 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style, Edward F. McQuarrie; 13. Visual Analysis of Images in Brand Culture, Jonathan E. Schroeder; 14. Expanding Rhetoric, Linda M. Scott; About the Editors and Contributors; Index.
eBook
Multimodal Metaphor and Metonymy in Advertising
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
eBook