Johnson F.L. Imaging in advertising: verbal and visual codes of commerce. - New York; London: Routledge, 2008. - xv, 251 p.: ill. - Ref.: p.236-244. - Ind.: p.245-251. - ISBN 0-415-97881-5  Место хранения:   01 | ГПНТБ СО РАН | Новосибирск

Оглавление / Contents

List of figures ................................................ ix List of tables and transcripts ................................. xi Acknowledgements ............................................. xiii 1 Advertising images and discourse ............................. 1 Imaging in advertising ....................................... 3 Defining discourse ........................................... 6 Exploited discourse elements in advertising .................. 9 Overview of chapters ........................................ 13 2 Smoke and mirrors-circulating racial images in cigarette advertising ................................................. 15 Race and cigarettes ......................................... 18 Tobacco industry targeting of African Americans ............. 21 The cultural text of racialized ads ......................... 23 Verbal and visual imaging in black and white ................ 33 Conclusions and implications ................................ 58 3 Keeping race in place-multicultural visions and voices in teen advertising ............................................ 62 Ideological codes and diversity ............................. 65 Teen demographics and cultural diversity .................... 68 Representation and "doing diversity" in advertising ......... 71 The uneasy representation of cultural diversity in teen advertising ................................................. 80 Conclusions and implications ............................... 102 4 Different tropes for different folks-advertising and face-fixing ................................................ 106 Advertising and beauty as a never-ending quest ............. 107 Thematic tropes for fixing the face ........................ 114 Conclusions and implications ............................... 141 5 Madison Avenue meets Silicon Valley-technology imprints on advertising ............................................. 154 The who and what of technology use ......................... 158 Technographic discourse types in advertising ............... 164 Conclusions and implications ............................... 203 6 From Barbie to BudTV-advertising in the Fifth Frame ........ 206 Conceptual foundations ..................................... 207 Narratives as advertising text ............................. 214 Self absorption and the Fifth Frame meet the Internet ...... 221 Conclusions and implications ............................... 232 References .................................................... 236 Index ......................................................... 245