March 8, 2017

Advertising as Communication (Studies in Culture and by Gillian Dyer

By Gillian Dyer

As shoppers, all of us come upon ads as a part of our day-by-day lives. even though we're frequently blind to its extra sophisticated type of persuasion. This e-book examies ads in sleek society and in addition perspectives its cultural and monetary effect. ebook conceal; name; COPYRIGHT; CONTENTS; normal EDITOR'S PREFACE; PREFACE; ACKNOWLEDGEMENTS; advent; 1 THE ORIGINS AND improvement OF ads; 2 the recent advertisements; three the hot MEDIA; four the results OF ads; five WHAT DO ads MEAN?; 6 SEMIOTICS and beliefs; 7 THE LANGUAGE OF advertisements; eight THE RHETORIC OF advertisements; end; APPENDIX I; APPENDIX II; APPENDIX III; APPENDIX IV; APPENDIX V; REFERENCES; BIBLIOGRAPHY; INDEX

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2 THE NEW ADVERTISING Fundamental and far-reaching changes in the British economy, which were responsible for the transformation of advertising, took place at the end of the nineteenth century. Organizing the market During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products. g. processed foods, came onto the market, national advertising campaigns and brand-naming of products became necessary.

L Not only do advertisers on British and American television want large audience figures or ratings, but the audience that TV provides must be of the right age and socio-economic group. In a word, advertisers want audiences with purchasing power. Sometimes programmes have been taken off the screen because the audience, although large, was not the kind which was in a financial position to buy the products advertised. Some programmes, probably quite important ones, never even reach TV screens in America because of lack of sponsorship.

Among them were the first motor cars, although these were not widely advertised until Henry Ford extended his publicity methods to the British market. Perhaps the most expensive and chauvinistic campaign of this period was one launched in 1901 by leading British cigarette companies under threat from the American Tobacco Company. One advertisement in this tobacco war covered four pages in the Star newspaper and boasted that it was the ‘most costly, colossal and convincing advertisement ever used in an evening newspaper the wide world o’er’.

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