Advertising as communication / Gillian Dyer.

Originally published: London ; New York : Methuen, 1982.

Includes bibliographical references (p. 215-226) and index.

Table of contents General editor's preface x (2)
Preface xii (2)
Acknowledgements xiv
Introduction 1 (14)
What is advertising? 2 (2)
Commercial consumer advertising 4 (5)
Mass communications 9 (2)
Public relations 11 (4)
1 The origins and development of advertising
15 (24)
Mercuries and newsheets
15 (13)
An `all-deafening blast of puffery'
28 (2)
The break-up of the column lay-out in newspapers
30 (2)
Slogans and catch phrases
32 (1)
Bubbles
33 (4)
Suggestions for further work
37 (2)
2 The new advertising
39 (16)
Organizing the market
39 (2)
The rise of popular journalism
41 (2)
`Daddy, what did you do in the Great War?'
43 (2)
The never-never
45 (1)
The nerve war
46 (4)
The home front
50 (3)
Note
53 (1)
Suggestions for further work
53 (2)
3 The new media
55 (17)
Post-war developments
55 (2)
Television
57 (1)
Commercial television
58 (2)
Commercial television and the BBC
60 (1)
Diversification
61 (1)
The pattern for the future
62 (1)
The press
63 (2)
Advertising sponsorship in the press
65 (2)
Advertising as a publishing authority
67 (2)
The crisis
69 (1)
Note
70 (1)
Suggestions for further work
70 (2)
4 The effects of advertising
72 (14)
Effects research
73 (1)
Market research
74 (1)
Sociological research
75 (3)
Advertising's effectiveness
78 (1)
Cultural effects
79 (3)
Images
82 (1)
The consumers
82 (2)
Notes
84 (1)
Suggestions for further work
84 (2)
5 What do advertisements mean?
86 (28)
Approaches to the study of meaning
87 (5)
Lines of appeal
92 (1)
Approaches to form and content
93 (11)
Props and settings
104 (2)
Analysing photographs
106 (2)
Content analysis
108 (3)
Notes
111 (1)
Suggestions for further work
111 (3)
6 Semiotics and ideology
114 (25)
Semiotics -- concepts and methods
117 (7)
Iconic, indexical and symbolic signs
124 (2)
Syntagmatic and paradigmatic sign relations
126 (1)
Denotation and connotation
127 (4)
Codes
131 (5)
Notes
136 (1)
Suggestions for further work
136 (3)
7 The language of advertising
139 (19)
Words have feelings
140 (1)
The tone of voice
141 (3)
The role of advertising language
144 (3)
Language and the law
147 (2)
Key words
149 (2)
Figurative language
151 (4)
The `absence' of language -- calligraphy
155 (1)
Suggestions for further work
156 (2)
8 The rhetoric of advertising
158 (25)
A theory of rhetoric
159 (2)
Visual rhetoric
161 (21)
Suggestions for further work
182 (1)
Conclusion 183 (5)
Appendices 188 (27)
References 215 (6)
Bibliography 221 (6)
Index 227

English English

Sagar Shahanawaz