Beruflich Dokumente
Kultur Dokumente
These authors claim that any advertising is an instance of communication, like any dialogue or
conversation between an emitter and a receiver, but not necessarily by verbal means, although
words can also appear in advertisements, not only images.
Guy Cook discusses in his book issues such as: materials, text, people or public. Speaking of
materials, interactions between ads, their substance (material support such as wrapping paper,
magazine, electronic and their surroundings, news item appearing just before the ad on TV, opposite
page in magazine) are discussed in this book and their influence on the effectiveness on the ad is
shown on examples in the book. Furthermore, concrete examples display how words (spoken or
written) interact with music and pictures to deliver the message. The connection with Saussurean
semiology and Piercean semiotics, the role of paralanguage (e.g. voice quality, choice of script,
gesturing, facial expression) in carrying meaning is illustrated with various examples in literature
and advertising. The 2nd part of the book examines the text of the ads, first the meaning of words
and phrases is exemplified with the analysis of connotations in several ads of perfume and cars and
with the analysis of a fragment from Romeo and Juliet (Whats in a name?).
The ads are examined for their prosody and their features of parallelism & Roman Jakobsons
Poetics.
3rd, concepts of cohesion, pragmatic principles and coherence are explained and applied in the
analysis of pronouns in a few ads.
Read the profs paper!!! (ad of a leather bag) Asprey vanity case