000			03616nam a2200337 a 4500
001			9298
003			BD-DhEWU
005			20231015163011.0
008			231015r19881982enka g b 001 0 eng d
010			_a 88018516
020			_a0415027810
020			_a 9780415027816
035			_a(OCLC)18225553
040			_aDLC _cDLC _dDLC _dBD-DhEWU _beng
041			_aeng
082	0	0	_a659.1 _bDYA 1988
100	1		_aDyer, Gillian. _913024
245	1	0	_aAdvertising as communication / _cGillian Dyer.
260			_aLondon ; _aNew York : _bRoutledge, _c1988
300			_axiv, 230 p. : _bill. ; _c22 cm.
440		0	_aStudies in culture and communication
500			_aOriginally published: London ; New York : Methuen, 1982.
504			_aIncludes bibliographical references (p. 215-226) and index.
505			_tTOC _aGeneral 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
526			_aEnglish _bEnglish
650		0	_aAdvertising.
856	4	2	_3WorldCat Details _uhttps://www.worldcat.org/title/18225553
942			_2ddc _cTEXT