By Gillian Dyer
As shoppers, all of us come upon advertisements as a part of our day-by-day lives. besides the fact that we're frequently blind to its extra refined type of persuasion. This booklet examies ads in glossy society and likewise perspectives its cultural and financial influence. e-book conceal; identify; COPYRIGHT; CONTENTS; basic EDITOR'S PREFACE; PREFACE; ACKNOWLEDGEMENTS; advent; 1 THE ORIGINS AND improvement OF advertisements; 2 the recent advertisements; three the recent MEDIA; four the consequences OF advertisements; five WHAT DO ads MEAN?; 6 SEMIOTICS and beliefs; 7 THE LANGUAGE OF ads; eight THE RHETORIC OF advertisements; end; APPENDIX I; APPENDIX II; APPENDIX III; APPENDIX IV; APPENDIX V; REFERENCES; BIBLIOGRAPHY; INDEX
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Additional resources for Advertising as Communication (Studies in Culture and Communication)
Two of the more unforgettable, if primitive, British examples of such devices were Beecham’s pills’ ‘Worth a Guinea a Box’ and Pears Soap’s ‘Good Morning! ’ Bubbles The food processing industry was launched around the middle of the nineteenth century and thanks to advertising, names like Bovril, Nestlé, Cadbury, Fry and Kellogg soon became household words. Like their predecessors in the pills and potion trade, the patent food 28 Advertising as Communication advertisers also used testimonials from famous people of the day, and they went to a great deal of trouble to stress the pure and healthy nature of their products.
The advertisements for commercial products in the post-war period reflected this campaign. For instance, the ‘one-job’ woman was a popular theme in advertisements. One for Milk of Magnesia showed a woman looking cheerfully at the viewer and saying ‘I’m clocking in at home’. ‘Glamour is returning’, warbled an ad for handcream. There was a return to ads depicting women in their domestic role usually looking directly out at the consumer from the picture; the ads during wartime had invariably shown women concentrating on their work and unconcerned about the spectator’s gaze.
An American advertising trade journal of the 1920s summed up the advertiser’s task in this statement: ‘Satisfied customers are not as profitable as discontented ones’. The advertisements of the 1920s in America encouraged self-criticism and distrust: ‘sneaker smell’, ‘paralysed pores’, ‘vacation knees’, ‘office hips’, ‘underarm offence’ and ‘ashtray breath’ had Americans running to the nearest store for the latest preventative or cure. The public were taught through the ads that they could consume their way out of any trouble or misfortune, real or invented.
Advertising as Communication (Studies in Culture and Communication) by Gillian Dyer