Imaging in Advertising读书介绍
| 类别 | 页数 | 译者 | 网友评分 | 年代 | 出版社 |
|---|---|---|---|---|---|
| 书籍 | 272页 | 2007 | Routledge |
| 定价 | 出版日期 | 最近访问 | 访问指数 |
|---|---|---|---|
| $ 41.75 | 2007-12-01 … | 2022-11-07 … | 91 |
While scholarship on the visual elements of advertising has advanced our understanding of communication and media, the language elements - or 'verbal images' of the advertisement tend to be downplayed, providing a truncated analysis. "Imaging in Advertising" explores how the verbal and visual work together to create a language of advertising that speaks to audiences and moves them to particular thoughts and actions. Through a series of case studies, Fern L. Johnson examines how the verbal and visual produce meaning - exploring advertisements for cigarettes, alcohol, and cosmetics - and argues that the verbal images in advertising are as important as the visual images, treating advertisements as a structured whole, rather than a series of fragments.
作者简介Fern L. Johnson is Professor of English and participating faculty member in the interdisciplinary Communication and Culture Program at Clark University. She is author of Speaking Culturally: Language Diversity in the United States.
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