Words in Ads

by Greg Myers (Author)

• Used

  Paperback
  1994

  $4.63

  Advertisements are central to popular culture; they are fun. This introductory text draws on current work in cultural studies and literary stylistics to emphasize the active role of the audience and the intertextual links between adverts, and between adverts and the other types of text. The author discusses the history of soap adverts, the way patterns lead to catchy copy, the analysis of puns and associative meanings, the way the audience is addressed, use of everyday conversation, language varieties and dialects, and the relations between words and pictures. Having outlined a number of ways of analyzing adverts, he shows how these can be applied to specific social topics such as green adverts, AIDS adverts and the effects of advertising on children. The book contains a wealth of examples of print and broadcast adverts drawn from sources worldwide and helps develop a critical and analytical approach to a major area of popular culture and communication.