Why It Sells

Decoding the Meanings of Brand Names, Logos, Ads, and Other Marketing and Advertising Ploys

AvMarcel Danesi

Häftad, Engelska, 2007

Del i serien R&L Series in Mass Communication

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Beskrivning

Advertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesi—an entertaining and insightful tour guide—decodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.

Produktinformation

Utgivningsdatum:2007-09-21
Mått:154 x 231 x 14 mm
Vikt:358 g
Format:Häftad
Språk:Engelska
Serie:R&L Series in Mass Communication
Antal sidor:220
Förlag:Bloomsbury Publishing Plc
ISBN:9780742555457

Utforska kategorier

Reklam inom Ekonomi och Ledarskap

Mer om författaren

Marcel Danesi is professor of anthropology, semiotics, and communication theory at the University of Toronto. His books include My Son Is an Alien: A Cultural Portrait of Today's Youth and Cool: The Signs and Meanings of Adolescence, and he is the editor-in-chief of Semiotica.

Recensioner i media

This volume is easy to read and understand, and is supported with a glossary, reference, and list of online resources. Summing Up: Recommended. Lower- and upper-division undergraduates, graduate students, faculty.

Innehållsförteckning

Chapter 1 PrefaceChapter 2 1 What Is Advertising?Chapter 3 2 General Techniques and StrategiesChapter 4 3 Brand NamesChapter 5 4 LogosChapter 6 5 Language-Based TechniquesChapter 7 6 ArtChapter 8 7 The Meanings of AdsChapter 9 8 MarketingChapter 10 9 Advertising and SocietyChapter 11 GlossaryChapter 12 ReferencesChapter 13 Further ReadingChapter 14 Online Resources