| Description |
1 online resource (v, 138 pages) : illustrations |
| Contents |
Machine generated contents note: 1. Image and Spanish Country of Origin Effect / J. Enrique Bigne -- 2. Supra-Nationality and Sub-Nationality in Spanish Advertising / Jackie Cannon -- 3. 'Danes don't tell Lies': On the Place of 'Made In' Advertising in a Post-National Trading Environment / David Head -- 4. Rhetorical Devices in Television Advertising / P.M. Crompton / R. McAlea -- 5. Voices with or without Faces: Address and Reader Participation in Recent French Magazine Advertising / Beatrice Damamme-Gilbert -- 6. What makes a Promotional Brochure Persuasive?: A Contrastive Analysis of Writer Self-reference in a Corpus of French and English Promotional Brochures / Yvonne McLaren -- 7. This is your Lifestyle: Self-Identity and Coherence in some English and Spanish Advertisements / Robin Warner -- 8. Dull, the Conventional and the Sexist: Portuguese Wine Advertising / Cristina Agua-Mel -- 9. Spreading the Word and Sticking Your Tongue Out: The Dual Rhetoric of Language Advertising in Catalan / Helena Buffery -- 10. Discovering Advertising / Patricia Odber de Baubeta -- 11. Whose Prize is it Anyway?: Press Coverage of the 1998 Nobel Prize-Winner for Literature / Sandi Michele de Oliveira -- 12. Nation and Nostalgia: The Place of Advertising in Popular Fictions / Nickianne Moody -- 13. Between the Modern and the Postmodern: European Soap Operas and their Adverts / Hugh O'Donnell |
| Summary |
As European Business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This is the first analysis of the impact of adverstising, in terms of culture and of business, across the national boundaries of Europe. With examples from Siberia to the Iberian Peninsula, chapters explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. They also consider the successes and failures of several Europe-wide strategic marketing plans, and describe stylistic and persuasive qualities of specific promotional texts |
| Bibliography |
Includes bibliographical references |
| Notes |
English |
|
Print version record |
| Subject |
Advertising -- Social aspects -- Europe
|
|
Identity (Psychology) -- Europe
|
|
BUSINESS & ECONOMICS -- Advertising & Promotion.
|
|
Advertising -- Social aspects
|
|
Identity (Psychology)
|
|
Reclame.
|
|
Sociale identiteit.
|
|
Sociale aspecten.
|
|
Europe
|
|
Europa (geografie)
|
| Genre/Form |
Congressen (vorm)
|
| Form |
Electronic book
|
| Author |
Cannon, Jackie
|
|
Baubeta, Patricia Anne Odber de, 1953-
|
|
Warner, Ian Robin, 1940-
|
| ISBN |
1841508721 |
|
9781841508726 |
|
9781841500379 |
|
1841500372 |
|
1280476524 |
|
9781280476525 |
|
9786610476527 |
|
6610476527 |
|
