Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
Tableofcontents
Acknowledgements..................................................
9
Abbreviationsusedinthetext.........................................11
Preface.............................................................13
ChapterOne
Academicreflectionsonthephenomenonofadvertising
1.1.Introduction....................................................17
1.2.Tescopeofanalysis.............................................19
1.2.1.Temedium.................................................21
1.2.2.Analysts’favourites...........................................25
1.2.2.1.Code-mixinginadvertising.................................26
1.2.2.2.Tewordplayincommercials...............................28
1.2.2.3.Teapplicationofgenderstereotypinginadvertisements.......31
1.2.3.Dissectingadvertisements.....................................35
1.2.3.1.Illustrativeelements:pictures,videos,music,soundefects......35
1.2.3.2.Slogans...................................................37
1.2.3.3.Brandnames..............................................39
1.2.3.4.Disclaimersanddisclosures.................................44
1.3.Teinputloutputperspective......................................46
1.3.1.Tecontentanalysis...........................................47
1.3.1.1.Tesizeofthesample......................................48
1.3.1.2.Teselectionoffocus......................................48
1.3.1.3.Aspectsofbottom-upandtop-downdesign...................51
1.3.1.4.Exemplificationofinductivecontentanalysis..................53
1.3.2.Teprocessingandresponses..................................55
1.3.2.1.Teselectionoftheinputmaterialandtheareaoffocus.........56
1.3.2.2.Teperspectiveofthesubjects’responses.....................62
1.3.2.3.Teparticipantcharacteristics...............................66
1.3.2.4.Summary.................................................67
