Imaging in Advertising - Johnson, Fern L
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While scholarship on the visual elements of advertising has advanced our understanding of communication and media, the language elements - or 'verbal images' of the advertisement tend to be downplayed, providing a truncated analysis. Imaging in Advertising explores how the verbal and visual work together to create a language of advertising that speaks to audiences and moves them to particular thoughts and actions. Through a series of case studies, Fern L. Johnson examines how the verbal and visual produce meaning - exploring advertisements for cigarettes, alcohol, and cosmetics - and argues…mehr

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Produktbeschreibung
While scholarship on the visual elements of advertising has advanced our understanding of communication and media, the language elements - or 'verbal images' of the advertisement tend to be downplayed, providing a truncated analysis. Imaging in Advertising explores how the verbal and visual work together to create a language of advertising that speaks to audiences and moves them to particular thoughts and actions. Through a series of case studies, Fern L. Johnson examines how the verbal and visual produce meaning - exploring advertisements for cigarettes, alcohol, and cosmetics - and argues that the verbal images in advertising are as important as the visual images, treating advertisements as a structured whole, rather than a series of fragments.
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Autorenporträt
Fern L. Johnson is Professor of English and participating faculty member in the interdisciplinary Communication and Culture Program at Clark University. She is author of Speaking Culturally: Language Diversity in the United States.