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Jackie Cannon, Robin Warner, Patricia Odber De Baubeta's Advertising and Identity in Europe: The I of the Beholder PDF

By Jackie Cannon, Robin Warner, Patricia Odber De Baubeta

ISBN-10: 1841500372

ISBN-13: 9781841500379

ISBN-10: 1841508721

ISBN-13: 9781841508726

Advertisers aim particular teams of shoppers and entice them accurately when it comes to their feel of staff club. So, as our experience of workforce identification is damaged down by way of worldwide communications applied sciences, how do advertisements proceed to focus on mass audiences?

This quantity stands by myself because the first based overview of the impression of advertisements, by way of tradition and of commercial, around the nationwide limitations of Europe. It considers the successes and screw ups of numerous internaational strategic advertising plans, and describes stylistic and persuasive features of particular promotional texts. With examples from Scandinavia to the Iberian Peninsula, the individuals additionally discover the various structures of nearby, nationwide, social and sexual identities exploited by means of advertisers to render their messages potent. therefore, the publication might be of curiosity to students of media reports, language, and cultural stories in addition to these operating in marketing.

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Additional resources for Advertising and Identity in Europe: The I of the Beholder

Example text

1 The rhetorical trope or figure was and is simply one aspect of the whole field of rhetoric. Even the simple tropes, of which some are familiar and in everyday use, constitute a tiny proportion of the devices that can be used to defend, to exhort and to praise. 3 This is not to say that the devices they describe are not deployed in modern texts, but that their classification in rhetorical terms is probably less familiar than it would be to a medieval or classical author, although there has been a revival of rhetorical studies in literary scholarship and in other fields of research.

The advert is for Vileda mops and lasts twenty seconds. The text is as follows: Vileda Floor mop Voice-over, male A veces los que más queremos Son los que más ensucian. Por eso Vileda presenta Su nueva fregona suave. Más ligera y manejable. Así limpia y seca más. Ayúdate con Vileda Y también la bayeta suave de Vileda. At times those we most love Are those who dirty (things) most. For this reason Vileda presents Its new, gentle mop. More manageable and lighter. So it cleans and dries more. Help yourself with Vileda And also the gentle Vileda cloth.

Indeed, Van der Tas reminds his readers that a discussion paper on European union produced by Germany’s Christian Democrats (the CDU party) had defined national sovereignty in an age of mutually dependent nations as an empty shell. So, for Germany, becoming a ‘normal’ nation state like Britain or France would be a major retrograde step. Earlier, I cited Der Spiegel as the example of a magazine which had recognised the reality of the post-national, global trading environment. As such, Der Spiegel hardly seemed to be the most appropriate context for country/region-of-origin advertising, especially as post-unification Germany was beginning to face up to a post-national destiny.

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Advertising and Identity in Europe: The I of the Beholder by Jackie Cannon, Robin Warner, Patricia Odber De Baubeta


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