Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective

Adam Wojtaszek

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ISBN/ISSN:

978-83-60743-42-3

DOI:

Wydawnictwo:

Uniwersytet Śląski

Rok wydania:

2011

Liczba stron:

283

XML:ISBN/ISSN:

ONIX MARC21

Bibliografia:

Wojtaszek, Adam. Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective. Red. . Katowice: Uniwersytet Śląski, 2011, 283 s. ISBN 978-83-60743-42-3

Bibliografia refWorks:

RT Book, Whole

SR Electronic(1)

A1 Wojtaszek, A.

T1 Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective

PB Uniwersytet Śląski

PP Katowice

YR 2011

SN 978-83-60743-42-3

Bibliografia BibTex:

@Book{ 171850, author = "Wojtaszek, Adam", editor = "", title = "Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective", publisher = "Uniwersytet Śląski", year = "2011", address = "Katowice", isbn = "978-83-60743-42-3" }

Bibliografia endNote:

TY - BOOK

AU - Wojtaszek, Adam

ED -

TI - Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective

PB - Uniwersytet Śląski

CY - Katowice

PY - 2011

SN - 978-83-60743-42-3

ER -

Netografia (standard APA):

Wojtaszek, Adam. Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective [baza danych online] Katowice: Uniwersytet Śląski, 2011 [dostęp: 22 07 2024]. Dostęp w Ibuk Libra: https://libra.ibuk.pl/reader/theoretical-frameworks-in-the-study-of-press-advertisements-polish-adam-wojtaszek-171850.

reklama, press advertisements, methodology of analysis, Politeness Theory, Graded Salience Hypothesis, Dynamic Model of Meaning

Książka stanowi próbę poszerzenia metodologii badań nad reklamami prasowymi poprzez wypracowanie nowych modeli analizy tego szczególnego typu obrazowo-tekstowego artefaktu oraz wykazanie ich zasadności i przydatności w oparciu o obszerny korpus pr...

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ISBN/ISSN:

978-83-60743-42-3

DOI:

Wydawnictwo:

Uniwersytet Śląski

Rok wydania:

2011

Liczba stron:

283

XML:ISBN/ISSN:

ONIX MARC21

Table of contentsAcknowledgements /9
Abbreviations used in the text /11
Preface /13
Chapter OneAcademic reflections on the phenomenon of advertising1.1. Introduction /17
1.2. The scope of analysis /19
1.2.1. The medium /21
1.2.2. Analysts’ favourites /25
1.2.2.1. Code-mixing in advertising /26
1.2.2.2. The wordplay in commercials /28
1.2.2.3. The application of gender stereotyping in advertisements /31
1.2.3. Dissecting advertisements /35
1.2.3.1. Illustrative elements: pictures, videos, music, sound effects /35
1.2.3.2. Slogans /37
1.2.3.3. Brand names /39
1.2.3.4. Disclaimers and disclosures /44
1.3. The input/output perspective /46
1.3.1. The content analysis /47
1.3.1.1. The size of the sample /48
1.3.1.2. The selection of focus /48
1.3.1.3. Aspects of bottom-up and top-down design /51
1.3.1.4. Exemplification of inductive content analysis /53
1.3.2. The processing and responses /55
1.3.2.1. The selection of the input material and the area of focus /56
1.3.2.2. The perspective of the subjects’ responses /62
1.3.2.3. The participant characteristics /66
1.3.2.4. Summary /67
Chapter TwoPoliteness Theory in the analysis of advertisements2.1. Introduction /69
2.2. Brown and Levinson’s model /70
2.3. Reflections on politeness, face and the applicability of the model /75
2.4. Modeling the selected aspects of face /78
2.5. Content-analysis-based illustration /80
2.6. The theoretical basis of the study design /87
2.6.1. The materials and the subjects /89
2.6.2. The questionnaire construction /90
2.7. The qualitative investigation /94
2.7.1. The Polish responses /94
2.7.2. The British responses /105
2.7.3. The Chinese responses /110
2.8. The survey-based intercultural comparison /115
Chapter ThreeThe new perspectives3.1. Introduction /124
3.2. Salient meanings in advertisements /125
3.2.1. Graded Salience Hypothesis – an overview /125
3.2.2. Static and dynamic attributes of salience /129
3.2.3. Salience as the feature of linguistic and extra-linguistic units /138
3.2.3.1. The exploitation of font /139
3.2.3.2. Pictorial metonymy /146
3.2.3.3. Visualisations of idiomatic meanings /151
3.2.3.4. Visuals directing the interpretation /155
3.2.3.5. Summary /159
3.2.4. Optimal innovation in press advertisements /160
3.2.4.1. Study design and elicitation method /161
3.2.4.2. Gauging the level of innovativeness /162
3.2.4.3. Measuring the attractiveness of innovation /163
3.2.4.4. Discussion of the results /164
3.2.5. Salience in advertising: the new territory /167
3.3. Dynamic Nature of Context /172
3.3.1. Dynamic Model of Meaning – an overview /173
3.3.2. The perspective of the sender and the recipient /179
3.3.2.1. Reconstruction of the creative process /180
3.3.2.2. Predicting the viewers’ reactions /185
3.3.2.3. Peculiarities of the low-involvement processing of commercial messages /187
3.3.3. The role and components of context in advertising communication /191
3.3.3.1. Activation of multiple consenses /191
3.3.3.2. The Stratified Model of the actual situational context /197
3.3.3.3. Modelling the interpretation of advertisements /204
3.3.4. Expansion and extended application of the model /206
3.4. Summary /215
References /219
Appendix 1Transcript of advertisements used in the study of face-work /239
The Polish advertisements /240
The British advertisements /246
The Chinese advertisements /250
Appendix 2Investigation of the elements of face and face-work /255
The Polish questionnaire /256
The English questionnaire /257
The Chinese questionnaire /258
Appendix 3Investigation of optimal innovation /259
Originality and innovation: Polish version /260
Originality and innovation: English version /261
Appreciation: Polish version /262
Appreciation: English version /263
Index of names /265
Subject index /271

ChapterOne:Academicreflectionsonthephenomenonofadvertising

wouldbeexpectedonlyinsituationswhenoneoftheexplicitaimsofanalysisis

findingsystematicandimportantdifferencesbetweenadvertisingmessagespre-

sentedindifferentmedia,asinKotlińskiandSobocińska(2006)orOżóg(1995).

Sinceanexhaustivecomparisonofadvertisingindifferentmediaisnotthefocal

pointofourconsiderations,onlybriefcharacteristicsofthemostimportantfea-

turesinthemostprominentmediawillbepresentedbelow.

Thefeaturesofpressadvertisingcopyhavebeenextensivelyanalysedandde-

scribedbyLeech(1966),andmanyresearchershaveappliedtheterminologyand

divisionsintroducedinthatbookwithoutmanysignificantmodifications.Thestyle

andlanguageofpressadvertisementsunderwentamoderateevolution,buttheir

basicstructureremainedmoreorlessthesame.Themostsignificantchangesin-

volveanincreaseduseofsubtletropes,suchaspunsandmetaphors,whichrequire

significantprocessingeffortonthepartofthereader,andanattempttoinvolve

thereaderintheconstructionoftheadvertisingmessageonthebasisofmulti-lay-

erprocessing,ratherthanpresentingthemessageinanystraightforwardmanner

(Phillips&McQuarrie,2002),aswellasgivingmoreweighttothepictorialele-

mentsatthecostoftheverbalcomponents(McQuarrie&Phillips,2008).Leech’s

originaldivisionofpressadvertisementsintoheadline,illustration(s),bodycopy,

signaturelineandstandingdetailsseemstoofferaveryconvenientandfunction-

alframework.Thelanguageformsusedinparticularpartspossessasetofdistinct

characteristics.Thus,slogans,appearingintheheadlineorsignaturelinepart,are

shortandoftenelliptical,itisinthispartwherewordplayorlinguisticinnovations

arefound,whilestandingdetailscontaincontactdetailsanddisclaimers,usually

inmuchsmallerfontsizethantherestofthetext.Itisthebodycopywhichisthe

leastconsistentandregularinitscontent,formandstructure,thisisthepartofthe

advertisementwherecopywriterscanexercisetheircreativityandinventiveness.

Italsohappensmoreandmoreoftenthatthebodycopyinpressadvertisementsis

totallyabsent,especiallywithcertaintypesofproducts,suchascigarettesorper-

fumes.Leech(1966)suggests,andmanyresearchersfollowhisproposal,thathis

originaldivisionofpressadvertisementscanbequiteconvenientlyappliedalsoto

commercialsinothermedia,aftercertainnecessarymodifications.

Comparingpressadvertisementstooutdoordisplays,prototypicallyrepresented

bybillboards,onefeatureseemstobeofutmostsignificance.Namely,billboardad-

vertisementsarecharacterisedbyalmosttotalreductionofthebodycopy.Thisis

necessitatedbythelimitationsrelatedtothetimeofexposureoftheadvertisement

toaverageviewer.Usuallyitisveryshort,sothemessagemustbecommunicat-

edinthemosteconomicalmannerpossible.Thatiswhyinbillboardadvertising

thepictorialelementscommunicatealargeportionofthemessage,whichisac-

companiedbyheadlinesandsignaturelinesallowingfortheidentificationofthe

productandtheproducer.Ifdisclaimersarelegallyrequired,theyarevirtuallyin-

visible.Thus,inoutdooradvertisingtherequirementofbrevityandeconomyof

expressionsexertsthebiggestinfluenceontheformandcontentofthelinguistic

message.

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