Advertising texts are utility texts confronting us in large numbers day in, day out. The present volume looks at the forms they take, their nature and the way(s) they operate. Proceeding from a discussion of the functions of advertising in political and economic life, the author discusses numerous examples of present-day advertising copy with respect to their economic, communicative and combined scripto-iconographic basis. Further, individual interpretations of print advertising and advertising programs in the media show how the methods, strategies and advertising ploys discussed are combined to form an effective integrated message.

Release date Australia

October 22nd, 2012

Author

Bernhard Sowinski

Series

Grundlagen Der Medienkommunikation

Pages

108

Audience

General (US: Trade)

Illustrations

black & white illustrations, black & white tables

Publisher

Walter de Gruyter

Country of Publication

Germany

Imprint

Walter de Gruyter

Dimensions

156x234x8

ISBN-13

9783484371040

Product ID

12953630

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