[PDF] Exploring Rhetorical Figures In Advertising Headlines eBook

Author : Maryam Najafian
Publisher : LAP Lambert Academic Publishing
Page : 116 pages
File Size : 49,56 MB
Release : 2012-02
Category :
ISBN : 9783846583975

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Various researches have more than a half century centered upon analyzing advertising discourse from different perspectives but little seems to have been done in the area of Translation Studies. The primary aim of this book is to serve as a guide for students of Marketing and Translation Studies in their struggle to find proper strategies in using rhetorical figures in advertising headline and their corresponding translation. The authors of this book made an attempt to investigate the rhetorical operations used in English print advertising headlines to discover what happens to them while translating into Persian. Attempts were also made in particular to see whether there is any ideological consideration in using each category of figures operations (Tropes/ Schemes).

Author : Edward F. McQuarrie
Publisher : Routledge
Page : 344 pages
File Size : 50,59 MB
Release : 2008
Category : Advertising
ISBN :

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This cutting-edge work assembles the most current and authoritative new perspectives on the scholarship of advertising rhetoric, under the editorial direction of two respected figures in the field.

Author : Edward F. McQuarrie
Publisher : M.E. Sharpe
Page : 330 pages
File Size : 25,16 MB
Release : 2008
Category : Art
ISBN : 0765621339

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Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric

Author : Anne A. Christopher
Publisher :
Page : 644 pages
File Size : 43,31 MB
Release : 2009
Category : Advertising
ISBN :

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This study attempts to analyse developments in the use of rhetorical figures and persuasive strategies in advertising slogans selected from the late 1800s till the beginning of the 21st century. Research has discovered that the use of rhetorical figures, specifically schemes and tropes, in advertising headlines and texts has become more complicated and sophisticated over time. Various persuasive strategies have also been found across different periods. Previous studies have only examined rhetorical figures in isolation rather than a combination of a wide range of figures. Besides, there have not been any studies done on the historical trends of the use of a combination of rhetorical figures. The combination of rhetorical figures in slogans has also not been researched. More significantly, the combination of rhetorical figures and persuasive strategies in advertising slogans has not been examined. A total of 500 advertising slogans were selected from thirteen multinational and established companies and arranged according to the year or decade they were created. The companies selected were ones that existed from the late 1800s or early 1900s and which still exist today. The slogans were then analysed for the presence of schemes and tropes and various persuasive strategies. Two types of analysis were done, that is, a qualitative and a quantitative analysis. The results of the study have revealed changes in the pattern of the rhetorical figures and persuasive strategies employed in advertising slogans through the decades. From the results, a taxonomy has been constructed which can be used to analyse advertising slogans. This taxonomy is a combination of both classical and contemporary approaches, incorporating classical rhetorical figures as well as more contemporary persuasive strategies. The pattern of changes that the results have revealed has also been described.

Author : Georgia-Zozeta Miliopoulou
Publisher : Taylor & Francis
Page : 218 pages
File Size : 34,23 MB
Release : 2024-04-08
Category : Business & Economics
ISBN : 1003858627

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Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.

Author : Salah M. Salih
Publisher : LAP Lambert Academic Publishing
Page : 212 pages
File Size : 43,86 MB
Release : 2021-01-04
Category :
ISBN : 9783330012943

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Persuasion is "a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice." (Perloff 2003) The influence of the power of persuasion can be obviously noticeable in politics, news, and advertising and this in turn influences us. Persuasion can be indefinable, and our response to such sways depends on a variety of factors.This book is an attempt to explore the status of persuasion, both overt and covert. It concentrates on identifying the rhetorical devices, persuasive techniques and strategies employed by politicians and advertisers.Hence, the book aims at developing a taxonomy of rhetorical devices, persuasive techniques, persuasive strategies and the functions each one assumes when employed by politicians and advertisers; exploring the functions of certain rhetorical devices in both election campaigns and advertising language, identifying the persuasive techniques and persuasive strategies the politicians and advertisers employ, finding out whether politicians use more overt or covert persuasion method as compared to advertisers.

Author : Federico Zanettin
Publisher : Routledge
Page : 524 pages
File Size : 35,37 MB
Release : 2022-03-11
Category : Language Arts & Disciplines
ISBN : 1351658093

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The Routledge Handbook of Translation and Methodology provides a comprehensive overview of methodologies in translation studies, including both well-established and more recent approaches. The Handbook is organised into three sections, the first of which covers methodological issues in the two main paradigms to have emerged from within translation studies, namely skopos theory and descriptive translation studies. The second section covers multidisciplinary perspectives in research methodology and considers their application in translation research. The third section deals with practical and pragmatic methodological issues. Each chapter provides a summary of relevant research, a literature overview, critical issues and topics, recommendations for best practice, and some suggestions for further reading. Bringing together over 30 eminent international scholars from a wide range of disciplinary and geographical backgrounds, this Handbook is essential reading for all students and scholars involved in translation methodology and research.