Why It Sells

Why It Sells

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Advertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesia€”an entertaining and insightful tour guidea€”decodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.(Toyota Ayso) a€œA vehicle with room for all parts of your lifea€ (Chevrolet Uplander) a€œ Always choose darea€ (Toyota Matrix) a€œWanna play? ... 10, 000 feeta€ (Ford Escape) The car is a means for self-distinction a€œEverything else will seem ordinarya€ ( Nissan Altima) a€œSlip behind the ... Table 5.1 shows some of the conceptual metaphors I found in a survey of car ads from 2006. Other Techniques In addition to the use of conceptual metaphors, there are several LBTs that advertisers use effectively inanbsp;...

Title:Why It Sells
Author:Marcel Danesi
Publisher:Rowman & Littlefield Publishers - 2007-09-21


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