Polysemy in Advertising Su Mei Koh 344185 INTRODUCTION The world of advertising is continually evolving‚ as consumer culture shifts to incorporate cultural ideologies that have become increasingly progressive over time. A growing body of research
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The Evolution of Advertising Stephen McKenna’s “Advertising as Epideictic Rhetoric” attempts to draw parallels between modern advertising and classic rhetorical theory through the notion of modern advertising as a form of Epideictic rhetoric. In doing so‚ McKenna serves to make classic rhetoric relatable to modern culture and provide a platform for other scholars of rhetoric to comprehensively study the connections between traditional and contemporary rhetoric. Though McKenna’s observations aren’t
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they are not appeals in and of themselves. They are stylistic features‚ influencing the way a basic appeal is presented. The use of humor is one‚ and the use of celebrities is another A third is time imagery‚ past and future‚ which goes to several purposes. For all of its employment in advertising‚ humor can be treacherous‚ because it can get out of hand and smother the product information. Supposedly‚ this is what Alka-Seltzer discovered with its comic commercials of the late sixties; “I can’t believe
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January 2009 – Morning Time: 1 hour 15 minutes You do not need any other materials. Paper Reference 6BI01/01 Total Marks Instructions se b ink or • Uill inlack boxesball-point pen. page with your name‚ a the top of this • F the andt candidate number. centre number uestions. • Answer all qquestions in the spaces provided the • Answermay be more space than you need. – there Information paper • The total markefor thisuestion is 80.shown in brackets T ach q are • –hesemarks
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Summaries Part 1: The Fall of Advertising. Advertising has always suffered from a lack of credibility. An advertisement is the opinion of a company whose motives and judgment are not the same as those of a consumer. Advertising tries to make up for its limitations by massive media expenditures. The emphasis has been on impact rather than on communications. Over the past few decades‚ three developments have seriously undermined the effectiveness of advertising in general. One is the increasing
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PHYSICS OF THE PAST One hundred years ago‚ in a poky apartment in Bern‚ Switzerland‚ Albert Einstein‚ then just a 26-year-old patent office clerk still working part-time towards his PhD‚ published five ground breaking scientific papers. Each of these papers‚ written during Einstein’s annus mirabilis ‚ has become a "classic" in the history of science: On a Heuristic Viewpoint Concerning the Production and Transformation of Light ‚ which discusses optical photons and photoelectric effects. Molecular
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Net present Value‚ Mergers and acquisitions Abstract Main objective of undertaking this to report was learn about NPV present value (NPV) method to make capital budgeting decision(Google NEW Project) and success factors involved in mergers and acquisitions(Google-Groupon Case). Answers to the Assignments Part I: Google should go ahead with the new project. Part-II: Google’s acquisition of Groupon would have been win -win situation for both corporations Now I will discuss both parts in detail
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The concept of memory reveals a tension between past and present‚ as memory spans days‚ years‚ and decades‚ resurrecting the past as an integral part of the present moment. In E.B. White’s essay “Once More to the Lake‚” a father struggles with an internal conflict between the present and the past‚ and between memory and reality. Through the use of contrasting stylistic elements‚ as well as synchronization and repetition‚ the father’s insistence that “there had been no years” (446) blurs the line
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Evolution of Advertising | | | | | Amrit Keyal | | | Introduction The first advertisement may have been a sign painted on a wall of a building. The early outdoor-advertising competitors were town criers employed by merchants to praise their goods. It was Gutenberg’s invention of the moveable-type printing press in 1450 that resulted in the mass production of posters and circulars. The first advertisement printed in English was a handbill printed in 1472. It was primarily
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Revista Alicantina de Estudios Ingleses 13 (2000): 67-88 Text World Creation in Advertising Discourse Laura Hidalgo Downing Universidad Autónoma‚ Madrid lhidalgo@bosque.sdi.uam.es ABSTRACT This article explores the way in which text worlds are created in advertising discourse by analysing linguistic choices and features of context which are crucial in the determination of specific relations between sender(s) and target audience(s)‚ in particular‚ deixis and frame knowledge. The argument
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