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Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
by Keiko TanakaKeiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countries. The book provides a compelling analysis of the language of advertising, and an exploration of Relevance Theory that will be of interest to scholars in many fields.
Advertising Theory (Routledge Communication Series)
by Esther Thorson Shelly RodgersAdvertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Advertising and Multilingual Repertoires: from Linguistic Resources to Patterns of Response (Routledge Focus on Linguistics)
by Marco SantelloAdvertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.
Advertising and New Media
by Christina SpurgeonThis comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.Features include: evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.
Advertising and Public Memory: Social, Cultural and Historical Perspectives on Ghost Signs (Routledge Research in Cultural and Media Studies)
by Sam Roberts Leanne White Stefan SchuttThis is the first scholarly collection to examine the social and cultural aspects on the worldwide interest in the faded remains of advertising signage (popularly known as ‘ghost signs’). Contributors to this volume examine the complex relationships between the signs and those who commissioned them, painted them, viewed them and view them today. Topics covered include cultural memory, urban change, modernity and belonging, local history and place-making, the crowd-sourced use of online mobile and social media to document and share digital artefacts, ‘retro’ design and the resurgence in interest in the handmade. The book is international and interdisciplinary, combining academic analysis and critical input from practitioners and researchers in areas such as cultural studies, destination marketing, heritage advertising, design, social history and commercial archaeology.
Advertising and Public Relations Law
by Roy L. Moore Carmen Maye Erik L. CollinsAddressing a critical need, Advertising and Public Relations Law explores the issues and ideas that affect the regulation of advertising and public relations speech. Coverage includes the categorization of different kinds of speech afforded varying levels of First Amendment protection; court-created tests for laws and regulations of speech; and non content-based restrictions on speech and expression. Features of this second edition include: overviews and synopses for each chapter extended excerpts from major court decisions appendices providing a chart of the judicial system, a summary of the judicial process, an overview of alternative dispute resolution mechanisms, and the professional codes for media industry and business associations online materials for instructors. The volume is intended for upper-level undergraduate and graduate students in media, advertising and public relations law or regulation courses. It also serves as an essential reference for advertising and public relations practitioners.
Advertising and Public Relations Law (Routledge Communication Series)
by Roy L. Moore Carmen Maye Erik L. CollinsAddressing a critical need, Advertising and Public Relations Law explores the issues and ideas that affect the regulation of advertising and public relations speech, some of the most dynamic and prevalent areas of professional communications today. This updated third edition explores the categorization of different kinds of speech and their varying levels of First Amendment protection as well as common areas of litigation for communicators such as defamation, invasion of privacy, and copyright and trademark infringement. Features of this edition include: A new chapter on Internet-related laws affecting advertising and public relations speech. History and background of major legal theories affecting professional communicators. Extended excerpts from major court decisions. Overviews of relevant federal and state regulatory schemes, including those promulgated and enforced by the FTC, FCC, FDA and others. Appendices providing a legal glossary, a chart of the judicial system, sample model releases and copyright agreement forms. The volume is developed for upper-level undergraduate and graduate students in media, advertising and public relations law or regulation courses. It also serves as an essential reference for advertising and public relations practitioners.
Advertising at War: Business, Consumers, and Government in the 1940s
by Inger L StoleAdvertising at War challenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more than the legislative battles of the 1930s, defined the role of advertising in U.S. postwar political economy and the nation's cultural firmament. She argues that Washington and Madison Avenue were soon working in tandem with the creation of the Advertising Council in 1942, a joint effort established by the Office of War Information, the Association of National Advertisers, and the American Association of Advertising Agencies. Using archival sources, newspapers accounts, and trade publications, Stole demonstrates that the war elevated and magnified the seeming contradictions of advertising and allowed critics of these practices one final opportunity to corral and regulate the institution of advertising. Exploring how New Dealers and consumer advocates such as the Consumers Union battled the advertising industry, Advertising at War traces the debate over two basic policy questions: whether advertising should continue to be a tax-deductible business expense during the war, and whether the government should require effective standards and labeling for consumer products, which would render most advertising irrelevant. Ultimately the postwar climate of political intolerance and reverence for free enterprise quashed critical investigations into the advertising industry. While advertising could be criticized or lampooned, the institution itself became inviolable.
Advertising to Children on TV: Content, Impact, and Regulation
by Barrie Gunter Caroline Oates Mark BladesConcern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
Advice in Conversation: Corpus Pragmatics Meets Mixed Methods (Elements in Pragmatics)
by Carita Paradis Nele Põldvere Rachele De FeliceThis Element is a contribution to a new generation of corpus pragmatics research by taking as its starting point the multifaceted nature of speech acts in conversation, and by adopting a mixed-methods approach. Through a unique combination of theoretical, qualitative, quantitative, and statistical approaches, it provides a detailed investigation of advice-giving and advice uptake in relation to (i) the range of constructions used to give advice in different discourse contexts and at different points in time, and (ii) their interaction with dialogic and social factors of advice uptake as key components of frames of advice exchanges in natural conversation. Using data from the London-Lund Corpora of spoken British English, the Element shows, firstly, that there are systematic differences in advising between discourse contexts over the past half a century, and, secondly, that who gave the advice and how they did it are the strongest predictors of the advisee's response. This title is also available as Open Access on Cambridge Core.
Advice to Writers: A Compendium of Quotes, Anecdotes, and Writerly Wisdom from a Dazzling Array of Literary Lights
by Jon WinokurJon Winokur, author of the bestselling The Portable Curmudgeon, gathers the counsel of more than four hundred celebrated authors in a treasury on the world of writing. Here are literary lions on everything from the passive voice to promotion and publicity: James Baldwin on the practiced illusion of effortless prose, Isaac Asimov on the despotic tendencies of editors, John Cheever on the perils of drink, Ivan Turgenev on matrimony and the Muse. Here, too, are the secrets behind the sleight-of-hand practiced by artists from Aristotle to Rita Mae Brown. Sagacious, inspiring, and entertaining, Advice to Writers is an essential volume for the writer in every reader.
Advice to the Writer
by Stephen KochFrom Stephen Koch, former chair of Columbia University's graduate creative writing program, comes essential and practical advice drawn from The Modern Library Writer's Workshop. With nearly thirty years of teaching experience, Stephen Koch has earned a reputation as an astute and benevolent mentor; and with Advice to the Writer, his lucid observations and commonsense techniques have never been more accessible. Here Koch dispenses sound guidance for those moments when the muse needs a little help finding her way: in "Shaping the Story," he untangles plot; in "Working and Reworking," he explains the most teachable (yet least often taught) of all writerly skills: revision; and in "The Story of the Self," he delves into autobiography. Featuring handpicked commentary from some of our greatest authors, Advice to the Writer is a unique introduction to this maddening and intoxicating pursuit. Praise for Stephen Koch's The Modern Library Writer's Workshop "An extraordinarily comprehensive and practical work by a master craftsman and a master analyst of the craft."--Madison Smartt Bell, author of All Souls' Rising and Anything Goes "Stephen Koch was my teacher long ago. Now he is everyone's teacher, indelibly. This is a book not just for the beginning writer but for every writer."--Martha McPhee, author of the National Book Award nominee Gorgeous Lies "The Modern Library Writer's Workshop is a treasure trove of wisdom, both immensely practical and philosophical, entertaining and thought-provoking. Koch takes us inside the writing process, and it is impossible not to emerge transformed."--Joanna Hershon, author of Swimming
Advising in Language Learning: Dialogue, Tools and Context
by Jo Mynard Luke CarsonAdvising in Language Learning (ALL) brings together examples of advising practice and research from various international contexts in a fast-developing field. A theoretical model based on constructivism and sociocultural theory (the "Dialogue, Tools and Context Model") is proposed and supported thoughout the book, as each of the contributions focuses on one or more areas of the model. In this volume the editors set out the general aims and understandings of the field, illustrating the innovative manner in which advisors around the world are working with learners and researching the practice of ALL.
Advocacy And Opposition: An Introduction To Argumentation, Seventh Edition
by Karyn Charles Rybacki Donald Jay RybackiAdvocacy and Opposition: An Introduction to Argumentation presents a comprehensive and practical approach to argumentation and critical thinking for the beginner who needs to construct and present arguments on questions of fact, value, and policy. Advocacy and Opposition offers a theoretical view of the nature of argument in our society, a discussion of arguing as a form of communication, and a focus on how arguments are created using the Toulmin model of argument. By blending traditional and contemporary views on the nature of argument (including multicultural perspectives on the purpose and process of argument, ethics, and values), Advocacy and Opposition makes students more aware of both the development of theory and practice, providing a well-rounded approach to their study of argumentation.
Advocacy Research in Literacy Education: Seeking Higher Ground
by Helen Harper Meredith Rogers CherlandThis book reviews what the authors term advocacy research in literacy education-research that explicitly addresses issues of social justice, equity, and democracy with the distinct purpose of social transformation. It surveys what educational researchers who are working for social justice have accomplished, describes current challenges, and outlines future possibilities. The first section maps the terrain of advocacy research in literacy education. The authors group this large and expanding body of research into four categories: Critical Literacy(ies); Radical Counternarratives in Literacy Research; Literacy as Social Practice; and Linguistic Studies. Each chapter describes the research area, traces its history, provides example studies, and assesses the contributions of research to advocacy work now and potentially in the future. The second section provides a deeper consideration of challenges to the field of advocacy research and suggests future directions for research and scholarship; this section reflects the need to complicate and trouble the terms and relations between and among social justice, ethics, democracy, freedom, and literacy. As a whole, this book is a response to the current popular understandings of literacy education that limit the efficacy of advocacy work in these troubled times-understandings that support the proliferation of standardized testing, teacher testing, and scripted lessons and programs, along with the privileging of particular forms of research. Intended for those who work or soon will work in literacy education-students, teacher educators, researchers, and practitioners-this book represents the authors' belief that it is time for advocacy workers to strengthen and intensify their efforts to promote the most principled, effective literacy education for democratic life. It is their hope that this book will contribute to such an effort.
Advocacy and Policy Change for Undocumented Student Success: Critical Readings and Testimonios
by Enrique G. Murillo Sharon Velarde PierceAdvocacy and Policy Change for Undocumented Student Success is a compelling exploration of the undocumented student experience in America, offering a deep dive into the advocacy, education, and systemic challenges faced by undocumented communities.Compiling the most significant work in the field in terms of its contributions to research and professional practice, this volume uncovers the historical struggles and triumphs of undocumented students and their families in their quest for educational access and equity. From pivotal legal milestones to personal narratives of resilience and adversity, this collection paints a comprehensive picture of the ongoing battle against legal and societal barriers. It delves into the mental health impacts of living undocumented and presents innovative strategies and policy reforms aimed at bridging the gap between harsh realities and hopeful aspirations. A clarion call to action, this volume is an invitation to join the fight for a more equitable and inclusive society, recognizing the vital contributions of undocumented individuals and advocating for systemic change.Advocacy and Policy Change for Undocumented Student Success is a must-have resource for graduate students and researchers in Educational Leadership and Policy, Multicultural Education, and Teacher Education. It will also be an important reading for educational leaders, teachers, counselors, administrators, and organizations that share a common interest in and commitment to the educational issues that impact undocumented students and their families.
Advocacy for Social and Linguistic Justice in TESOL: Nurturing Inclusivity, Equity, and Social Responsibility in English Language Teaching (Routledge Research in Language Education)
by Christine E. Poteau Carter A. WinkleRecognizing the need for increased social justice in the fields of TESOL and English Language Teaching (ELT) globally, this volume presents a range of international case studies and empirical research to demonstrate how English language instruction can promote social and linguistic justice through advocacy-oriented pedagogies and curricula. Advocacy for Social and Linguistic Justice in TESOL adopts a critical, and evidence-based approach to identifying effective practice in ensuring inclusive and equitable learning and teaching. Chapters address emergent issues including heritage language and L1 attrition, teacher and learner identity, and linguistic colonialism, as well as wider issues such as global citizenship and human rights. Focus is placed on empowering both educators and learners as advocates of social justice and consideration is also given to how social responsibility can be supported through enhanced teacher preparation and professional development. Making a timely contribution at the intersection of advocacy, social justice, and English language teaching, this book will be key reading for postgraduate researchers, scholars, and academics in the fields of TESOL and ELT, as well as language education, applied linguistics, and the sociology of education more broadly. English language teachers and practitioners will also find this volume of interest.
Advocacy in English Language Teaching and Learning
by Heather A. Linville James WhitingAppropriate for those new to the topic and established scholars, this holistic text examines the nexus of advocacy and English-language teaching, beginning with theories of advocacy, covering constraints and challenges in practice, and offering a range of hands-on perspectives in different contexts and with different populations. Bringing together wide-ranging and diverse viewpoints in TESOL, this volume examines the role of advocacy through a social justice lens in a range of contexts, including K-12 classrooms and schools, adult and higher education settings, families and communities, and teacher-education programs and professional organizations. Advocacy in English Language Teaching and Learning offers readers a deeper understanding of what advocacy is and can be, and gives teacher candidates and educators the tools to advocate for their students, their families and communities, and their profession.
Advocating Weapons, War, and Terrorism: Technological and Rhetorical Paradox (RSA Series in Transdisciplinary Rhetoric #9)
by Ian E. HillTechnē’s Paradox—a frequent theme in science fiction—is the commonplace belief that technology has both the potential to annihilate humanity and to preserve it. Advocating Weapons, War, and Terrorism looks at how this paradox applies to some of the most dangerous of technologies: population bombs, dynamite bombs, chemical weapons, nuclear weapons, and improvised explosive devices.Hill’s study analyzes the rhetoric used to promote such weapons in the nineteenth and twentieth centuries. By examining Thomas R. Malthus’s Essay on the Principle of Population, the courtroom address of accused Haymarket bomber August Spies, the army textbook Chemical Warfare by Major General Amos A. Fries and Clarence J. West, the life and letters of Manhattan Project physicist Leo Szilard, and the writings of Ted “Unabomber” Kaczynski, Hill shows how contemporary societies are equipped with abundant rhetorical means to describe and debate the extreme capacities of weapons to both destroy and protect. The book takes a middle-way approach between language and materialism that combines traditional rhetorical criticism of texts with analyses of the persuasive force of weapons themselves, as objects, irrespective of human intervention. Advocating Weapons, War, and Terrorism is the first study of its kind, revealing how the combination of weapons and rhetoric facilitated the magnitude of killing in the nineteenth and twentieth centuries, and illuminating how humanity understands and acts upon its propensity for violence. This book will be invaluable for scholars of rhetoric, scholars of science and technology, and the study of warfare.
Advocating for Sociolinguistic Justice in the United States: Empowering Spanish-speaking Communities (Routledge Studies in Sociolinguistics)
by Mercedes Niño-Murcia Pellicia, Michelle F. Ramos Patricia MacGregor-MendozaThis collection focuses on social awareness and critical language awareness with the goal of enlightening and empowering multilingual and multicultural communities across the U.S.Each chapter brings to light the trauma, gaps in services and misguided societal perceptions that adversely impact communities whose linguistic and cultural background and/or status as migrants place them in vulnerable situations. In doing so, the authors and editors demonstrate how an increased awareness of diverse communities’ linguistic and cultural wealth can be leveraged to build strength and resilience in order to overcome physical, verbal or symbolic violence and provide remedies for inequities in educational, medical, and legal contexts.Showcasing discussions of the intersectionality and contexts in which language, power, migration, and the cultural funds of knowledge of minoritized communities interact, this volume will be of interest to students, scholars, and educators in sociolinguistics, applied linguistics, and language education.
Aemilia Lanyer as Shakespeare’s Co-Author (Routledge Studies in Shakespeare)
by Mark BradbeerThis book presents original material which indicates that Aemilia Lanyer – female writer, feminist, and Shakespeare contemporary – is Shakespeare’s hidden and arguably most significant co-author. Once dismissed as the mere paramour of Shakespeare’s patron, Lord Hunsdon, she is demonstrated to be a most articulate forerunner of #MeToo fury. Building on previous research into the authorship of Shakespeare’s works, Bradbeer offers evidence in the form of three case studies which signal Aemilia’s collaboration with Shakespeare. The first case study matches the works of "George Wilkins" – who is currently credited as the co-author of the feminist Shakespeare play Pericles (1608) – with Aemilia Lanyer’s writing style, education, feminism and knowledge of Lord Hunsdon’s secret sexual life. The second case-study recognizes Titus Andronicus (1594), a play containing the characters Aemilius and Bassianus, to be a revision of the suppressed play Titus and Vespasian (1592), as authored by the unmarried pregnant Aemilia Bassano, as she then was. Lastly, it is argued that Shakespeare’s clowns, Bottom, Launce, Malvolio, Dromio, Dogberry, Jaques, and Moth, arise in her deeply personal war with the misogynist Thomas Nashe. Each case study reveals new aspects of Lanyer’s feminist activism and involvement in Shakespeare’s work, and allows for a deeper analysis and appreciation of the plays. This research will prove provocative to students and scholars of Shakespeare studies, English literature, literary history, and gender studies.
Aeneas Takes the Metro: The Presence of Virgil in Twentieth-century French Literature
by Fiona Cox"This study traces Virgil's journey through twentieth-century France by examining his profile in the works of Gide, Aragon, Valery, Pagnol, Klossowski, Butor, Simon and Pinget, and by looking at how their Virgilian appropriations complement and modify current readings of the ""Aeneid"" and other works. His presence in these works provides insights not only into modern French culture but into the Virgilian oeuvre itself. This process of mutual illumination is highlighted in Cox's argument by theories of intertextuality and dialogism. Although Virgil's presence in French literature is characterized by its focus on exile and uncertainty, Cox's study reaffirms the multivalency of this great European poet and his continuing relevance at the turn of the millennium."
Aeneid
by Frederick Ahl VirgilFrederick Ahl's new translation captures the excitement, poetic energy, and intellectual force of the original in a way that has never been done before. Ahl has used a version of Virgil's ancient hexameter, a swift-moving six-beat line varying between twelve and seventeen syllables, to reproduce the original poetry in a thrillingly accurate and engaging style. This is anAeneidthat the first-time reader can grasp and enjoy, and whose rendition of Virgil's subtleties of thought and language will enthrall those already familiar with the epic. Unlike most translators, Ahl has chosen to retain Virgil's word-play, the puns and anagrams and other instances of the poet's ebullient wit. "Like Shakespeare and the Greek tragedians, Virgil grasped that humor and earnestness are not mutually exclusive in art any more than they are in life. One should read theAeneidnot in solemn homage, but for enjoyment. " Enhanced by Elaine Fantham's Introduction, Ahl's comprehensive notes and an invaluable indexed glossary, this lively new translation brings readers closer to the original and the myriad enjoyments to be found there.
Aeropuertos
by Alberto FuguetUn relato donde la emoción dibuja el lado B de ser padres. En Aeropuertos importa el cómo por sobre el qué de las cosas. Cómo nos paramos ante el presente, vislumbramos el futuro, recuperamos lo que fue y cómo, finalmente, nos las arreglamos para vivir con los errores cometidos. Otras vidas, vidas que ella nunca tendría, pero que quizás habría tenido si todo hubiera sido diferente. ¿Sería más feliz? No lo sabe. Sí distinta, pero esa es otra cosa, así como esas vidas son otras vidas y esas vidas no tienen a Pablo, su hijo, se dice en voz baja Francisca, la protagonista de esta la última novela de Alberto Fuguet, un relato donde la emoción dibuja el lado B de ser padres. Álvaro escucha una y otra vez el casete de Radiohead, mientras Francisca está embarazada; ellos tienen sólo diecisiete años.
Aeschylus I: The Persians, The Seven Against Thebes, The Suppliant Maidens, Prometheus Bound (The Complete Greek Tragedies)
by AeschylusThe third edition of this volume includes newly revised, authoritative and compelling translations of four timeless works by the Ancient Greek tragedian.Aeschylus I contains “The Persians,” translated by Seth Benardete; “The Seven Against Thebes,” translated by David Grene; “The Suppliant Maidens,” translated by Seth Benardete; and “Prometheus Bound,” translated by David Grene. For this edition, Mark Griffith and Glenn W. Most have carefully updated these translations to bring them even closer to the ancient Greek while retaining the vibrancy for which the renowned University of Chicago Press series is famous. This edition also includes brand-new translations of Euripides’ Medea, The Children of Heracles, Andromache, and Iphigenia among the Taurians, fragments of lost plays by Aeschylus, and the surviving portion of Sophocles’s satyr-drama The Trackers. New introductions for each play offer essential information about its first production, plot, and reception in antiquity and beyond. In addition, each volume includes an introduction to the life and work of its tragedian, as well as notes addressing textual uncertainties and a glossary of names and places mentioned in the plays. The entire series has also been reorganized both within and between volumes to reflect the most up-to-date scholarship on the order in which the plays were originally written.