Advertising and Identity in Europe ：The I of the Beholder ( 1 )

Publication subTitle ：The I of the Beholder

Publication series ：1

Author： Cannon   Jacqueline;Patricia Odber de   Baubeta;Warner   Robin  

Publisher： Intellect‎

Publication year： 2000

E-ISBN: 9781841508726

P-ISBN(Paperback): 9781841500379

P-ISBN(Hardback):  9781841500379

Subject： D Political and Legal

Keyword： 政治、法律

Language： ENG

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Description

As European Business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This is the first analysis of the impact of adverstising, in terms of culture and of business, across the national boundaries of Europe. With examples from Siberia to the Iberian Peninsula, chapters explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. They also consider the successes and failures of several Europewide strategic marketing plans, and describe stylistic and persuasive qualities of specific promotional texts.

Chapter

Front Cover

Preliminaries

Contents

Acknowledgements

Preface

1 Image and Spanish Country of Origin Effect

2 Supra-Nationality and Sub-Nationality in Spanish Advertising

3 ‘Danes don’t tell lies’: On the Place of ‘Made In’ Advertising in a Post- National Trading Environment

4 Rhetorical Devices In Television Advertising

5 Voices with or without Faces: Address and Reader Participation in Recent French Magazine Advertising

6 What makes a Promotional Brochure Persuasive?: A Contrastive Analysis of Writer Self-reference in a Corpus of French and English Promotional Brochures

7 This is your Lifestyle: Self-Identity and Coherence in some English and Spanish Advertisements

8 The Dull, the Conventional and the Sexist: Portuguese Wine Advertising

9 Spreading the Word and Sticking Your Tongue Out: The Dual Rhetoric of Language Advertising in Catalan

10 Discovering Advertising

11 Whose Prize is it Anyway?: Press Coverage of the 1998 Nobel Prize-Winner for Literature

12 Nation and Nostalgia: The Place of Advertising in Popular Fictions

13 Beyond the Modern and the Postmodern: European Soap Operas and their Adverts

14 Fools, Philosophers and Fanatics: Modes of Masculinity in World Cup-Related Advertising

Back Cover

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