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|
ix | |
| Series editor's preface |
|
xiii | |
| Acknowledgements |
|
xv | |
| Introduction |
|
1 | (22) |
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Advertising and common sense |
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|
23 | (20) |
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23 | (4) |
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27 | (8) |
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35 | (5) |
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The coherence of advertising |
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40 | (3) |
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Advertising agencies: mediation and the creative process |
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43 | (26) |
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Selling things, selling ideas |
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44 | (5) |
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49 | (2) |
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51 | (1) |
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Advertising: provoking engagement |
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52 | (4) |
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The advertising agency and the client |
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56 | (4) |
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Transformation: from product to advertisement |
|
|
60 | (9) |
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Marketing, media and communication |
|
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69 | (40) |
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`Above the line' and ``below the line' |
|
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76 | (4) |
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80 | (2) |
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82 | (4) |
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Advertising, sponsorship and PR |
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86 | (3) |
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`Above the line': media and advertising |
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89 | (18) |
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Critical responses to advertising and other marketing strategies |
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107 | (2) |
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Analysing and historicising advertising |
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109 | (44) |
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This is and is not a `commodity': definitions |
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111 | (1) |
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112 | (3) |
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Advertising as de-commodification |
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115 | (3) |
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118 | (1) |
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Revisiting academic perspectives |
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119 | (3) |
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122 | (2) |
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Media and advertising: critical perspectives |
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124 | (3) |
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Advertising: genres and history |
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127 | (26) |
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153 | (32) |
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Advertising, language and culture |
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160 | (3) |
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Representing a cultural world: advertising well-being |
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163 | (3) |
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Representing people and culture |
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166 | (6) |
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Advertising and representation: examples, exemplars and ideals |
|
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172 | (9) |
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Advertising and a culture of signs |
|
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181 | (4) |
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185 | (32) |
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Engaging environments of signs |
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186 | (1) |
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Advertising and semiotics |
|
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187 | (4) |
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Modelling advertising signs |
|
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191 | (4) |
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|
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195 | (4) |
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Levels of the sign: denotation and connotation |
|
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199 | (1) |
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Advertising syntaxes and paradigms and framing: organising signs |
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200 | (9) |
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Framing: advertising layout |
|
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209 | (2) |
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211 | (6) |
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217 | (7) |
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217 | (1) |
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218 | (1) |
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219 | (1) |
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220 | (3) |
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`Real' stories: pseudo `Divine' to `All Too Human' |
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223 | (1) |
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224 | (1) |
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224 | (2) |
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226 | (3) |
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Genre boundaries: life, death and bodies |
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229 | (2) |
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231 | (3) |
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234 | (1) |
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235 | (2) |
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237 | (40) |
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Entertainment and popular culture |
|
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242 | (1) |
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Reading intertextuality: dispersal and integration |
|
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243 | (3) |
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Changing audiences/changing cultures |
|
|
246 | (1) |
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Creative deconstruction: ad readers and postmodernism |
|
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247 | (6) |
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Inside outside: dynamic and static audiences |
|
|
253 | (1) |
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Advertising and psychoanalysis |
|
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254 | (3) |
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Advertising: articulating and resolving conflict |
|
|
257 | (14) |
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Conclusion: making your mind up |
|
|
271 | (6) |
| Notes |
|
277 | (12) |
| Bibliography |
|
289 | (26) |
| Index |
|
315 | |
Biežāk uzdotie jautājumi par e-grāmatām