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Chapter 8 |
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[8.5] Application of Semiotic Analysis to Ads |
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[8.5.1] Click here for a semiotic analysis of magazine ads for men's fragrances by Alexander Clare. |
[8.5.2] PBS: Food Advertising Tricks |
[8.5.3] Click here for examples of logos. |
[8.5.4] |
[8.5.5] However, in some cases, there are problems with the argument that brand names carry a lot of power. Wolfgang Grassl argues that this concept of “brand idealism” fails to consider the differences between brands and products, when they are often quite different. |
[8.5.6, 8.5.7] In her book on branding, No Logo, Naomi Klein (2000) argues that branding is part of a larger multi-international corporate attempt to assume power and control within the context of economic globalization. She is critical of the emphasis on public relations campaigns designed to sell positive images for companies who are either selling undesirable products or who are violating worker rights or anti-pollution laws.
Education Media Foundation video with Naomi Klein: No Logo: Brands, Globalization & Resistance |
[8.5.8,8.5.9] Both the PBS Frontline documentary, Merchants of Cool (entire documentary online) and Alissa Quart (2003) document the ways in which marketers hire consulting firms and trend-spotters to acquire information about adolescents’ perceptions of what particular brands, fashions, music, and other products are perceived of as trendy or “cool” (See also Chapter 8 on media ethnography).
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[8.5.9a] Commercial Alert: articles on the effect of commercialism on society
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[8.5.10] PBS: The Persuaders, demonstrates some of the subtle techniques employed in marketing products |
[8.5.10a] Hugh Rank: analysis of persuasion techniques in advertising
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[8.5.11] Analyzing persuasive techniques in advertising |
[8.2.11a] 19th Century Advertising
[8.2.11b] Adaholic: magazine ads organized by decades
[8.2.11c] I Have an Idea: Advertising’s Intellectual Archive
[8.2.11d] Duke University Scriptorium: The Emergence of Advertising in America: 1850 – 1920 with over 9,000 images
[8.2.11e] TV ads since 1975
[8.2.11f] Advertising Icon Museum, Kansas City
[8.2.11g] AdAge: The Advertising Century
[8.2.11h] Visible Knowledge Project: American Advertising: A Brief History
[8.2.11i] Vince Norris, Advertising History According to the Textbooks, Stayfree Magazine
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[8.5.12] Finding Faulty Logic |
[8.5.13] Jeffrey Shank: The Language of Advertising Claims
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[8.5.14] Peter Sells and Sarah Gonzalez: The Language of Advertising |
[8.5.15] Marnie MacLennan: A Rhetorical Analysis of an Advertising
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[8.5.16] Dan Chandler: Analysis of Advertising |
[8.5.17] John Fraim, “The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?”, M/C Journal
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[8.5.18] False Advertising |
[8.5.19] |
[8.5.20] Teachingonline: Advertising analysis |
[8.5.21] MERLOT: The Meaning behind the Logo |
[8.5.22] Karen Sheppard: Grade 13 (UK) teaching unit: Advertising |
[8.5.22] Liz Malony: Grade 9-10 (UK) teaching unit: Ad Far as the Eye Can See |
[8.5.23] |
[8.5.23] Media Education Foundation: Behind the Screens: Hollywood Goes Hypercommercial
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For further reading on the semiotics of advertising: |
Forceville, C. (1998). Pictorial metaphor in advertising. New York: Routledge. |
Williamson, J. (1994). Decoding advertisements: Ideology and meaning in advertising. London: Marion Boyars. |
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