Written by a professional marketer and an academic, this text applies semiotic theory to examples from print, electronic, and digital advertising, focusing on the persuasive rhetoric directed at consumers. Coverage includes, for example, how advertisers create recognizability for their products, how they use figurative language to generate product textuality, and how they promote consumerism in the culture at large. Classroom exercises and a glossary of technical terms are found in the appendix. Annotation (c) Book News, Inc., Portland, OR (booknews.com)
