Fern L. Johnson - Böcker

The dominance of advertising in everyday life carries potent cultural meaning. As a major force in the rise of "image based culture," advertising spreads images that shape how people live their lives. While scholarship on visual images has advanced our understanding of the role of advertising in society, for example in revealing how images of extremely thin female models and athletic heroes shape ideals and aspirations, images circulated through lagnuage codes--or "verbal images"--in advertising have received less attention.Imaging in Advertising explores how the verbal and visual work together to build a discourse of advertising that speaks to audiences and has the power to move them to particular thoughts and actions. In this book, Fern L. Johnson presents a series of case studies exploring important advertising images--racial connotations in cigarette advertising, representations of cultural diversity in teen television commercials, metaphors of the face appearing in ads for skin care products, language borrowed from technology to sell non-technology products, and the illusion of personal choice that is promoted in many Internet web sites. Johnson argues that examining the interplay of verbal and visual images as a structured whole exposes the invase role of advertising in shaping culture in 21st century America.

The dominance of advertising in everyday life carries potent cultural meaning. As a major force in the rise of "image based culture," advertising spreads images that shape how people live their lives. While scholarship on visual images has advanced our understanding of the role of advertising in society, for example in revealing how images of extremely thin female models and athletic heroes shape ideals and aspirations, images circulated through lagnuage codes--or "verbal images"--in advertising have received less attention.Imaging in Advertising explores how the verbal and visual work together to build a discourse of advertising that speaks to audiences and has the power to move them to particular thoughts and actions. In this book, Fern L. Johnson presents a series of case studies exploring important advertising images--racial connotations in cigarette advertising, representations of cultural diversity in teen television commercials, metaphors of the face appearing in ads for skin care products, language borrowed from technology to sell non-technology products, and the illusion of personal choice that is promoted in many Internet web sites. Johnson argues that examining the interplay of verbal and visual images as a structured whole exposes the invase role of advertising in shaping culture in 21st century America.

In Speaking Culturally: Language Diversity in the United States, author Fern Johnson probes the rich cultural legacies and deep cultural dimensions underlying discourse in the U.S. This culturally rich examination of discourse places the changing demographics of the United States in linguistic perspective and draws upon the author's "language-centered perspective on culture" to illuminate the discourses associated with gender and with African Americans, Hispanic Americans, and Asian Americans. Language is placed in the context of the histories, multiplicities, and cultural themes influencing its users.

The final section of the book explores the implications of language diversity, first by showing how culturally nuanced language carries consequences in the justice and medical systems, in school, and at work; and then by examining two of the most heated language issues in the country today: ebonics and bilingual education. Johnson concludes by advocating bilingual education for all citizens, regardless of native language.

In Speaking Culturally: Language Diversity in the United States, author Fern Johnson probes the rich cultural legacies and deep cultural dimensions underlying discourse in the U.S. This culturally rich examination of discourse places the changing demographics of the United States in linguistic perspective and draws upon the author's "language-centered perspective on culture" to illuminate the discourses associated with gender and with African Americans, Hispanic Americans, and Asian Americans. Language is placed in the context of the histories, multiplicities, and cultural themes influencing its users.

The final section of the book explores the implications of language diversity, first by showing how culturally nuanced language carries consequences in the justice and medical systems, in school, and at work; and then by examining two of the most heated language issues in the country today: ebonics and bilingual education. Johnson concludes by advocating bilingual education for all citizens, regardless of native language.