Examination of most-used textbooks discloses a glaring and serious need for introductory advertising text writers to cover ethics within a framework of theory and principle to provide students with the necessary theoretical tools indispensable for arriving at individual ethical conclusions. Instead of ethical principles and theory, the study finds a preoccupation with defense of the advertising profession against common societal criticisms; defenses which omit factual support and strike chords of overcharged emotionalism.

This research is motivated by the significance of advertisements in influencing consumer behavior through the use of persuasive and strategic language. Advertisements not only serve to inform but also to shape consumer perceptions and preferences through emotional and visually appealing messages. This study identifies a significant knowledge gap regarding how various advertising techniques interact with the psychological and social factors of consumers. The research methodology employed a Systemic Functional Linguistics (SFL) approach to analyze business advertisement texts published in (...) print and digital media. The main findings indicate that business advertisement texts tend to be dominated by material processes focused on physical actions such as "buy," "use," and "get," which are effective in driving consumer behavior. Mental and relational processes also play significant roles in influencing thoughts and forming relationships between products and consumers. Additionally, the presence of verbal, existential, and behavioral processes enriches advertisement messages with direct communication, emphasis on the existence of products, and specific behavioral actions. This research highlights the importance of a multidisciplinary approach in analyzing advertisements to understand the complex interactions between advertisements and consumers' socio-psychological factors. The implications of this study provide practical guidance for marketing practitioners in designing more effective and impactful advertisements. (shrink)

This paper provides an overview of semiotic studies about advertising, beginning with the early work done in the 1960s. Advertising communication plays a particular role in semiotic studies in the second half of the twentieth century. Pioneering studies of advertising messages, in particular those of Roland Barthes and Umberto Eco, date to the 1960s and were carried out for the most part using the tools of classical rhetoric. Following a period in which semiotics displayed a relative lack (...) of interest in advertisements, in the 1980s advertising texts were used as examples in applied narratological analysis by Jean-Marie Floch and others. This occurred at the same time as the so-called “passion turn of semiotics,” which stressed that the passions and emotions present in texts are crucial issues in textual semiotics, and it also seemed to offer fresh perspectives for the analysis of advertising communication. The passion turn took account of the evolution of advertising itself, since modern advertising is more and more interested in conveying passions and emotions. The effectiveness of an advert tends to be closely bound up with the presentation of sensations associated with a given product or brand. Recently, semioticians have begun to study more general features of advertising and marketing discourse. (shrink)

Ce texte a déjà paru dans la revue October, N° 131, Winter 2010, p. 23–50. Nous remercions Michael Cowan de nous avoir autorisé à le reproduire ici. In September of 1925, readers leafing through Der Kinematograph or Lichtbildbühne or another such film journal might have encountered a strangely familiar sight : in an advertisement for a major exhibition of the German film and photography industries entitled “Kipho” (“Kino und Photo”), which was to be held in Berlin from September 25th to (...) (...) - Cinéma, animation et vidéo – GALERIE – Nouvel article. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2015 Heft: 204 Seiten: 145-172.

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products (...) through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium. (shrink)

This article examines and presents examples of contemporary advertising within the medical and health professions that continue the process and organisation of knowledge about women and their reproductive bodies. It draws on feminist and poststructural perspectives to inform a critical evaluation of the visual representations of menopausal women and hormone replacement therapy. These representations work to construct certain definitions of the feminine that sustain and support existing contradictory cultural meanings and values about menopause. I argue that the images continue (...) to misrepresent and define what forms of femininity and sexual gender are desirable and acceptable for menopausal women. The article addresses the problems of gender discrimination and bias within the advertising industry, and illustrates the ways in which readers of visual texts may be influenced by stereotypic assumptions concerning a woman's lived experience of menopause. It illustrates how specific symbolic images directed towards men and women for hormone replacement therapy, testosterone deficiency and sexual dysfunction influence the viewer's decision making and action responses. (shrink)

This book was put together over the course of the past three years and is the outcome of the author’s publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//© model. It features four chapters that span different, yet interlocking aspects of ad texts’ multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique (...) methodology of the //rhetor.dixit//© model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//© model is intended to enhance understanding as to how a brand’s intellectual capital is configured and, moreover, to point to directions whereby what I call a brand’s figurative first mover advantage and differential figurative advantages may be furnished to a brand’s discourse. The systematic understanding of a brand’s distinctive modes of rhetorical configuration is not just a ‘nice-to-have’ add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand’s textual essence. (shrink)

With the ternary relationship of influence and cooperation between sign, object, and its interpreter in the semiotic rapport as a starting point, the present study aims to capture the “productive tension” of semiotics and communication in the Japanese advertising discourse. The advertisement, considered a semiotic system which ranks the fundamental functions of language in a particular manner, searches for new methods of communication, of message production, directing the sign towards the symbolic space of communication. In trying to measure this (...) symbolic fund of mass communication, the following text wishes to argue, from the perspective of rhetoric and cultural semiotics, that in the Japanese advertising message which is not transmitted mechanically between speaker and listener, one may recognise a model of impressiveness alongside a model of stimulation or of insertion . Also, calling on “syncretic” semiotics, this research devoted to the Japanese advertising discourse wishes to probe the way in which meaning is constructed through the act of signification resulted from the interaction of the verbal sentence with procedures and strategies that manifest themselves in several types of language, such as the visual, auditory, gestural, etc. (shrink)

As a technology of commemoration, epinician song was a late archaic innovation. To gain acceptance for this innovative genre, Pindar works to anchor it to Greek epic and encomiastic poetry, that is, to demonstrate its continuity with these genres. But Pindar also regularly vaunts his poetry on the grounds that it is novel and inventive, potentially undermining his efforts at anchoring. This paper studies Olympian 13 as an example of a text in which Pindar’s habits of anchoring his poetry and (...) advertising its inventiveness are effectively reconciled. I argue that the ode’s central Bellerophon myth, a pointed rewriting of Homer’s account of Bellerophon (Il. 6.119-211), and the ode’s hybrid meter are showpieces of poetic innovation that demonstrate the worth and originality of Pindaric epinician to the ode’s Corinthian audience, while at the same time anchoring this genre to Homeric epic and dithyrambic song. (shrink)

Multi-modal metaphor is a new perspective in metaphor research developed in modern times. Beyond the metaphor research of language, it combines text, image, sound, and other modes and provides new insights and perspectives for metaphor research. Food advertisements often combine sound, images, and other forms to promote the products and increase consumers’ desire to buy, and they often contain metaphors of multiple modes. However, under the perspective of cross-cultural research, when the same food brand is advertised in different countries, the (...) multi-modal metaphors are varied to appeal to different audiences. This article compares food advertisements in China and in the U.S. from the perspective of multi-modal metaphors, and analyzes the varied applications arising from different cultural influences. The research may act as a reference for advertising strategies on cross-cultural occasions. (shrink)

The main purpose of this paper is to account for the varying analysis and formalisations of a same advertisement text, “Mir Rose”, by Jean Michel Adam. First, we draw the methodological frame of this psycholinguistic approach of composing and understanding-memorizing texts. We refer to the notions of prototypical textual schema, semantic macrostructure and superstructure. Then we point out the differences between argumentative text and argumentative discourse. Last, we try to explain why it has been possible for Adam to analyse (...) and formalise the same text first as a narrative one and a few years later as an argumentative one. We suggest that his narrative approach is not specific and textual “narrative” means here “temporal-causative sequence” or “problem solving”, i.e., deeper and more general psychological devices than those involved in processing narrative text per se. From Toulmin and van Dijk approaches of argumentation, we propose our own analysis and formalisation of “Mir Rose”, the psychological validity or plausibility of which should be tested in experimental tasks of reading-memorising. (shrink)

The analysis of multimodal argumentation in advertising is a crucial and problematic area of research. While its importance is growing in a time characterized by images and pictorial messages, the methods used for interpreting and reconstructing the structure of arguments expressed through verbal and visual means capture only isolated dimensions of this complex phenomenon. This paper intends to propose and illustrate a methodology for the reconstruction and analysis of “double-mode” arguments in advertisements, combining the instruments developed in social semiotics, (...) pragmatics, and argumentation theory. An advertisement is processed through a five-step path. The analysis of its context, text genre, and images leads to a first representation of the messages that it encodes both pictorially and verbally (step 1). These first semantic representations are further enriched by including their polyphonic articulations and presuppositions (step 2), their explicatures (step 3), and their dialogical functions and illocutionary forces (step 4). These pragmatic steps retrieve the commitment structure of the ad, which allows a further argument analysis conducted through argumentation schemes (step 5). (shrink)

The author explores how the discursive practices of social texts relate to the subjectivities of readers. Employing Dorothy Smith's notion of femininity as textually mediated discourse, the author analyzes how teenage girls read the depictions of femininity in the glossy advertisements of fashion magazines. Through interviews with 48 girls aged 13 to 17 years, she explores both why and how young girls negotiate “what it means to be a woman.” Most young girls in her study draw on stereotypical meanings (...) of adult femininity. By giving these stereotypes truth status, these readers valorize not only patriarchal meanings of womanhood but also naturalize associations between femininity and the commodities through which this femininity is expressed as the everyday doing of gender. The author concludes by discussing implications of this study for both a feminist theory and a feminist politics of culture. (shrink)

The topic of the article is important, because nowadays there is a need to study the semiotics of media text translation, the use of innovations in choosing the types of media text translation. The aim of the article is the need to study and substantiate the importance of studying the essence of the concepts of “semiotics”, “media text”. The article gives a theoretical justification for the concept of media text in the field of mass communication, substantiates the semiotics of learning (...) about signs and sign systems; semiotic characteristics of media texts translation are given. In the field of view of semiotics are various sign systems, features of translation of these signs in media texts, in particular: natural (spoken) and artificial (formal) languages, sentence systems of scientific theories, signaling systems in society and nature, states and many others. Artificial languages can also be considered as sign systems (including the “language” of scientific theory, “languages” of fine arts, cinema, theater, music), various types of visual sign systems (from road signs to painting), as well as any complex control systems considered from the standpoint of cybernetics: machines, devices and their circuits, living organisms, their subsystems (for example, central nervous system), industrial and social associations and society as a whole. (shrink)

This article discusses the discursive strategies used in some newspaper campaign advertisements for Nigeria’s 2011 elections with a view to unveiling the socio-political motifs and messages of the adverts. Data for the study comprised 60 full-page newspaper election campaign adverts of the two strongest political parties in the country: the People’s Democratic Party and Action Congress of Nigeria published between February and April 2011, a period that can be referred to as the peak period of electioneering campaigns for the 2011 (...) elections in Nigeria. The data gathered were analysed using the analytical tools of critical discourse analysis, with emphasis on Fairclough’s discourse as a social practice approach to the theory. Findings reveal that the text producers employed discursive strategies such as the metaphorization of party symbols, the use of deictic pronouns for inclusion and exclusion, deployment of rhetorical questions for persuasion, identification with the youth culture, employment of historical allusions, giving appeal to good luck, and negative other representation. In addition, the packaging of the information, graphological foregrounding, imagery, repetition and lexical choice reveal the intent of the campaign advertiser to persuade, appeal to sentiments, legitimize and delegitimize their positions in the discourse. (shrink)

We consider what genealogical links, kinship and sociality are promised through the marketing of assisted reproductive technologies (ARTs). Using a mixed method of formal analysis of Facebook's algorithmic architectures and textual analysis of twenty-eight adverts for egg donation drawn from the Facebook Ad Library, we analyse the ways in which the figure of the ‘fertile woman’ is constituted both within the text and at the level of Facebook's targeted advertising systems. We critically examine the ways in which ART clinics (...) address those women whose eggs they wish to harvest and exchange, in combination with the ways in which Facebook's architecture identifies, and sorts those women deemed of ‘relevance’ to the commercial ART industry. We find that women variously appear in these adverts as empowered consumers, generous girlfriends, potential mothers and essentialised bodies who provide free-floating eggs. The genealogical and fertility possibility offered through ART is represented with banal ambiguity wherein potentially disruptive forms of biogenetic relatedness and arrangements of kinship are derisked by an overarching narrative of simplicity and sameness which excludes men, messy genealogies and explicitly queer forms of kinship. This rationalisation is supported by the simplicity and certainty of the Facebook targeted advertising algorithm which produces a coherent audience and interpellates users as fertile subjects whose choices are both biologically determined and only available through clinical intervention. (shrink)

It is a commonplace of discussion about the impact of visual media, whether visual images in print, televisual images or the images of the internet, to claim that it functions irrationally. This paper argues against that claim. First, the assumptions about the connection between rationality and linear, written, unemotional prose are unjustified. Secondly, using analytic techniques analogous to those used in identifying argumentation in verbal text, is possible to discern arguments in visual text, in particular in image based advertisements.

Augustine was a writer who carefully observed and consciously tried to influence the reception of his own works. In order to achieve this he employed three different but closely interrelated means: 1) the text of the books itself; 2) their media, which, in Augustine’s time, primarily means the codex; but oral elements are also important, because the usual way of book production was dictation and readers were usually listeners; 3) the public advertising of the writings in Augustine’s letters. In (...) the case of De civitate Dei, a rigid textual structure, a carefully planned distribution of the immense text on a fixed number of codices and the exceptional method of publication in installments combine to create the impression of an authoritative, all-encompassing and conclusive account of Christian apologetics that literally appears to be codified from the outset. By contrast, De trinitate is inscribed into the literary tradition of the maieutic dialogue. Augustine goes to great lengths to give the written text an air of orality and to make it appear as a joined enterprise of himself and his reader the results of which need, and are subjected to, continuous revision. When, after the first twelve books had been published against his will, a great portion of the text was no longer open to correction, Augustine largely abandoned the fiction of orality and shifted the emphasis from the process of inquiry to the results achieved. (shrink)

The overall aim of this paper is to enquire about the performative qualities of Optatian’s visual poems and contextualize these experimental texts within the late-antique culture of transformation and change. Adopting a performative approach, the author sheds new light on the metatexts embedded in the majority of Optatian’s carmina as well as the metadiscursive significance of several individual pieces of his collection (Carm. 3 and 25, in particular). The performative features traceable in the corpus include: a) notions of multi-mediality (...) and spectacularity together with the physical materiality and dynamics of language, all constantly advertised by the poet; b) the expected active role of readers as co-performers of these intricate texts; and c) the inherent performative power of particular intextual images. (shrink)

This article focuses on an advertisement campaign run in Danish national newspapers promoting Boeing’s combat aircraft F 18 Super Hornet. The campaign received extensive media attention due to its scale and unconventional methods. On the basis of pragmatic text analysis we describe three features in the advertisements: Genre problems, a controversial depiction of sender and recipient, and problems relating to argumentation. We conclude that the analyzed text is predominantly commercial in intent, although framed as information by a sender position that (...) is partly ambiguous in terms of identity, and the campaign’s main arguments are flawed, since decisive justification is not accessible. Based on the findings, the conclusion suggests that the campaign is best understood as a hybrid between public relations and public affairs. (shrink)

Ethics, of increasing concern to college educators, is being given more attention in public relations and advertising courses. A vast number of respondents to a survey assessing this issue agreed that ethics is important and nearly all (93%) asserted that it is included in course work. Few educational institutions, however, include a separate course for ethics and fewer than half require it. In ethics texts and courses the emphasis is on the journalism aspect, and it is evident that (...) a great deal more attention and emphasis will be required for this critical aspect of education for public relations and advertising. (shrink)

Das Buch geht der Frage nach, wie Metaphern in Sehflächen verankert sind. Um eine fundierte Antwort geben zu können, setzt sich die Verfasserin mit einschlägigen sprachlichen, kognitiven und visuellen Metapherntheorien auseinander und entwickelt ein Modell speziell zur Analyse zeichensystemübergreifender Strukturmetaphern. Das Modell wird mit dem Fokus auf Zeitmetaphern an ausgwählten Werbeanzeigen und Kunstwerken erprobt. Da Zeit in Text-Bild-Gefügen zudem in Form sprachlich determinierter bildlicher Orientierungsmetaphern codiert ist, werden auch diese in bestimmten Flächen- und Farbgestaltungen identifiziert. Ferner werden beide Metaphernarten im (...) dichtesten Konglomerat der ikonischen Typografie und Kalligrafie aufgespürt. Sämtliche Analysen und die daraus hervorgehenden Deutungen der Sehflächen repräsentieren den gegenwärtigen Zeitbegriff in unserer Gesellschaft, welcher über zwei feldtheoretische Karten aufgerissen wird. (shrink)

The end of the 1990s witnessed the corporatization of public universities in Malaysia resulting in the publication of corporate literature in these universities and the type of writing Fairclough refers to as the marketization of academic discourse. Marketization is necessary in public universities due to stiff competition in attracting students among the public universities as well as from the increasing number of private universities. This article reports how Malaysian universities re-brand themselves using the results of an investigation on corporate brochures (...) from these universities. The investigation employs a structural analysis and a textual analysis. Although informative in nature, these corporate brochures exhibit the use of promotional elements in the texts as seen in the contents and the language use. The communicative functions of university brochures are viewed to be more promotional than informative. (shrink)

With the emergence of online communities, more and more people are participating in online technology communities to meet personalized learning needs. This study aims to investigate whether and how male and female users behave differently in online technology communities. Using text data from Python Technology Community, through LDA (Latent Dirichlet Allocation) model, sentiment analysis and regression analysis, this paper reveals the different topics of male and female users in the online technology community, their sentimental tendencies and activity under different topics, (...) and their correlation and their mutual influence. The results show that: (1) Male users tend to provide information help, while female users prefer to participate in the topic of making friends and advertising. (2) When communicating in the technology community, male and female users mostly express positive emotions, but female users express positive emotions more frequently. (3) Different emotional tendencies of male and female users under different topics have different effects on their activity in the community. The activity of female users is more susceptible to emotional orientation. (shrink)

SUMMARYEarly modern printers, publishers and booksellers not only influenced readers to purchase particular books but continue to shape our reception of printed books today. Through title-page advertisements, prefaces and indexes, these ‘print agents’ forged unique relationships with new and returning readers. Paying attention to paratextual structures can uncover strategies for marketing new books, corralling readers and outlining new genres. A consideration of framing devices can also further our understanding of digital resources: much as print agents mediated printed books, digital humanists (...) help reinforce the value of new technologies for the study of early modern texts, guiding users to apply new methods of research, and helping establish new areas of scholarship. As a new kind of print agent, digital humanists must be more aware of their choices in curating, organising and labeling metadata. As we rethink what it means to read, edit and disseminate texts through the digital medium, we must also understand the degree to which modern and early modern editorial practices challenge and influence our scholarship and criticism. (shrink)

This introductory text in ethics by Tibor R. Machan aims to set forth, succinctly and systematically, the basic issues and positions of ethical inquiry with the goal of encouraging discussion, not providing answers. After considering such fundamental questions as What is ethics? Why study ethics? and How is ethics possible?, Machan familiarizes students with the basics of moral philosophy. Brief descriptions of various moral theories including hedonism, utilitarianism, altruism, and egoism are accompanied by criticisms and defenses of each theory. Because (...) social and political philosophies are closely intertwined with personal ethics, the author describes various political systems. A chapter on ethics as a personal concern includes discussions of ethics based on common sense and on religion. The major challenges to ethics -- ethical subjectivism, ethical relativism, and nihilism -- are described and criticized. Finally, Machan applies ethics to such pertinent contemporary issues as abortion, advertising, assisted suicide, capital punishment, children's rights and obligations, gambling, the treatment of animals, racial discrimination, and sexual harassment. (shrink)

A review of advertisement studies shows that there has been little attempt to examine infomercials in terms of rhetorical appeals and persuasive strategies. Therefore, this study sought to contribute to the existing literature by exploring the persuasive elements of Apple infomercials through Aristotle’s modes of persuasion to reveal the most frequent persuasive language features and structures and to study how such elements were utilized to promote the products and services of the company. A top-down approach based on Aristotle’s modes of (...) persuasion was adopted to identify the rhetorical appeals of logos, ethos and pathos as well as the promotional tokens and patterns in the text. The descriptive findings provided evidence to demonstrate that although all the rhetorical proofs were employed in the corpus, emotional appeal was the most dominant. The findings of this research open new horizons for further studies on infomercials in general and persuasive rhetoric in specific. (shrink)

The goal of the text is to show which actions of the modern pharmaceutical industry are morally controversial. There are several burning issues that we need to face on this field, such as: How to deal with the conflict of interests within the medicine? How to mark the vanishing boundaries between information and advertisement concerning the pharmaceutical education? How does the drug advertisement lead to the pharmaceuticalization of society? In the text all of these problems will be briefly analysed. The (...) article has an introductory character, it may serve as an overview of the burning issues in the pharmaceutical industry ethics – all questions that are posed in the text need further examination. (shrink)

Today, knowledge on ideal text legibility and high-quality typefaces support fast reading and are accessible to almost everybody who uses a computer. Instead of accelerating the reading process, the kind of typography discussed in this article invites the observer to play in order to catch attention and go beyond the sheer process of reading. Text, which tricks our perception, is observed more intensely than usual ones. Roman Terpitz’ exhibition poster (Figure 1) and the typeface Wirefox (Figure 2) demonstrate how this (...) works in static images. Currently, there is quick growth of still and moving images. Flickering screens catch attention while their content is exchangeable anytime. Hand-held devices like smart phones, touch pads or large, facade-covering LED billboards allow text to be convertible over time. The experiment Dancing type (Figure 3) shows how animated characters can change between text and texture. Words reveal out of a graphical structure and immediately dissolve afterwards. This claims the observer’s attention. This article will introduce and analyse a typography that leads to questions like where it could be used beyond advertising, which applications make sense, if it could improve communication qualities of certain texts and how it can add benefits to current screen technologies. (shrink)

Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include advertising, political cartoons, comics, film, songs, and oral communication. Where appropriate, the influence of genre and cultural factors is thematized.

Parmi les différents types d’implicite, les implicatures portent sur le niveau du contenu, les présuppositions et les topicalisations sur le niveau de la responsabilité, en provoquant ce que Givón appelle la unchallengeability d’une information, c’est-à-dire la difficulté pour le destinataire d’y appliquer un “défi” cognitif qui puisse aboutir au doute sur sa vérité. Cette fonction des implicites se trouve de façon massive dans les textes persuasifs. L’article vise à quantifier l’implicitation du contenu et de la responsabilité dans quelques textes de (...) propagande politique et commerciale, au moyen d’un système d’indices d’implicitation assignés aux dites catégories. On propose ce procédé comme un exemple du rôle que l’analyse linguistique peut jouer pour l’amélioration des conditions de transparence et de garantie dans la pratique de la communication commerciale, et dans les processus où se forme le consentement démocratique. (shrink)

The text aims at discussing the verbo-visual means of expression employed in three climate change-related campaigns in the context of their effectiveness. The chosen climate change awareness raising campaigns by two non-governmental organisations, EcoEduca and World Wide Fund for Nature Inc. (WWF), deal with the results of Arctic permafrost thaw resulting in the loss of sea ice dependent animals’ habitat. A cognitive linguistics oriented analysis refers to the theory of metaphor (Lakoff and Johnson 1980, Forceville 1996, Kövecses 2002, 2014), conceptual (...) blending (Fauconnier and Turner 2003), and construal (Langacker 1987, 2008). The visual layer will also be described with reference to a grammar approach to visual communication (Kress and Van Leeuwen 1996, 2001, Machin 2010). (shrink)

The age of information, media, and virtuality is transforming every aspect of human experience. Questions that have long haunted the philosophical imagination are becoming urgent practical concerns: Where does the natural end and the artificial begin? Is there a difference between the material and the immaterial? In his new work, Mark C. Taylor extends his ongoing investigation of postmodern worlds by critically examining a wide range of contemporary cultural practices. Nothing defines postmodernism so well as its refusal of depth, its (...) emphasis on appearance and spectacle, its tendency to collapse a three-dimensional world in which image and reality are distinct into a two-dimensional world in which they merge. The postmodern world, Taylor argues, is a world of surfaces, and the postmodern condition is one of profound superficiality. For many cultural commentators, postmodernism's inescapable play of surfaces is cause for despair. Taylor, on the other hand, shows that the disappearance of depth in postmodern culture is actually a liberation repleat with creative possibilities. Taylor introduces readers to a popular culture in which detectives--the postmodern heroes of Paul Auster and Dennis Potter--lift surfaces only to find more surfaces, and in which fashion advertising plays transparency against hiding. Taylor looks at the contemporary preoccupation with body piercing and tattooing, and asks whether these practices actually reveal or conceal. Phrenology and skin diseases, the "religious" architecture of Las Vegas, the limitless spread of computer networks--all are brought within the scope of Taylor's brilliant analysis. Postmodernism, he shows, has given us a new sense of the superficial, one in which the issue is not the absence of meaning but its uncontrollable, ecstatic proliferation. Embodying the very tendencies it analyzes, Hiding is unique. Conceived and developed with well-known designers Michael Rock and Susan Sellars, this work transgresses the boundary that customarily separates graphic design from the story within a text. The product of nearly three decades of reflection and writing, Hiding opens a window on contemporary culture. To follow the remarkable course Taylor charts is to see both our present and past differently and to encounter a future as disorienting as it is alluring. (shrink)

This paper addresses the question of the existence of corporate philanthropy. It proposes a framework for analysing corporate philanthropy along the dimensions of business/society interest and primary/secondary stakeholder focus. The framework is then applied in order to understand business involvement with the arts in the U.K. A unique dataset of 60 texts which describe different firms' involvement with the Arts is analysed using formal content analysis to uncover the motivations for business involvement. Cluster analysis is then used in order (...) to identify motivational groupings. Two broad types of involvement are identified – advertisers and legitimators. Only in one case of the 60 is there the potential to observe pure altruism. The contribution of this paper is twofold. First, it provides a clear framework to understand the motivations for corporate giving and applies this using empirical data. Secondly, this research finds little evidence, if at all, of corporate philanthropy in the context of firms giving to the Arts in the U.K. (shrink)

The following text is a voice in the discussion around normative problems of innovative therapies. It particularly refers to legal and ethical problems related to the advertisement of experimental medicinal products and medical procedures, also discussed in this issue in the article by Paweł Lipowski "Advertisements of experimental medicinal products and medical procedures in the light of Polish law and media ethics.".

Appeals to emotion—pity, fear, popular sentiment, and _ad hominem_ attacks—are commonly used in argumentation. Instead of dismissing these appeals as fallacious wherever they occur, as many do, Walton urges that each use be judged on its merits. He distinguished three main categories of evaluation. First, is it reasonable, even if not conclusive, as an argument? Second, is it weak and therefore open to critical questioning for argument? And third, is it fallacious? The third category is a strong charge that incurs (...) a critical burden to back it up by citing evidence from the given text and context of dialogue. Walton uses fifty-six case studies to demonstrate that the problem of emotional fallacies is much subtler than has been previously believed. Ranging over commercial advertisements, political debates, union-management negotiations, and ethical disputes, the case studies reveal that these four types of appeals, while based on presumptive reasoning that are tentative and subject to default, are not always or necessarily fallacious types of argumentation. (shrink)

Conspicuous consumption was first identified and discussed by Thorstein Veblen in his classic text on The Theory of the Leisure Class published in 1899. Since that time, business organisations have encouraged and exploited the demand for status goods and today the supply of products which serve as social symbols is highly organised and profitable. This paper looks at the ways in which manufacturers, advertisers and retailers have combined to promote status-seeking as an acceptable form of consumer behaviour and at how (...) the market for status goods has been expanded by corporate strategies geared to securing rapid rates of social obsolescence in the conspicuous goods and services on offer. The ethical arguments for and against such business activity are then examined in detail. (shrink)

Christopher Norris DERRIDA AT YALE: THE "DECONSTRUCTIVE MOMENT" IN MODERNIST POETICS IN seven types of ambiguity, William Empson breezily remarked of his critical method that it was "either all nonsense or all very startling and new." The reactions went very much as Empson predicted, with a whole new school of criticism eagerly latching on to the idea of multiple meanings in poetry, while the sober-sided scholars indignantly attacked his wayward "misreadings" and flagrant anachronisms. At present, there is a similar controversy (...) raging around the figure of Jacques Derrida, whose influence on literary critics—mainly the Yale school of Geoffrey Hartman, Harold Bloom and J. Hillis Miller— occupies the forefront of debate in current theoretical exchange. Apart from all the sideshow of polemics, this parallel with Empson is a useful jumping-off point for an approach to Derrida and the implications of his writing. Empson opened up the literary text to a practice of reading which released as many ambiguities, overtones, and hints of recondite meaning as the analyst could reasonably claim to find in it. Reason, or commonsense judgment, still played an arbitrating role, since Empson wanted his readings at least to match something in the credible intention—at whatever "unconscious" level—of the author concerned. Subsequently, Empson has taken issue with the American New Critics on precisely this ground of authorial intention. Where they have dismissed all such considerations as outside the critic's proper interest or competence—treating the text as a "verbal icon," detached from any speculative background of motive or intent—Empson has come out in sturdy defense of "intentionalist" readings, based on available evidence of what the poet was trying to express. In other words, Empson, for all his dazzling inventiveness, held to a notion of the author as (implicitly) a self-possessed creator of meanings, one whose intentions demand critical respect, however broadly that requirement is to be interpreted in practice. Anglo-American criticism 242 Christopher Norris243 has lately been much preoccupied with the question of whether—or exactly how far—an author's original "meaning" can be recovered by close attention to his text. E. D. Hirsch's Validity in Interpretation is a classic if long-winded statement of the conservative view: that the critic's obligation is to come as close as possible to establishing what an author most probably meant in using language as. he did.3 The discipline involved is partly a matter of historical semantics (drawing a limit or "horizon" of possible meanings in context), and partly a matter of interpretative tact and sympathy. Hirsch grounds his argument on the Kantian premise that a text is in some sense the surrogate voice of its author, and that texts must therefore be treated, like people, as ends in themselves, and not means toward the critic's display of self-advertising brilliance. All the same, Hirsch has to acknowledge that authorial intention, as such, is beyond the grasp of this reconstructive program, which offers at best a kind of inferential yardstick for narrowing down the range of semantic potential. The problem which Hirsch never quite gets to grips with, despite his elaborate argumentation, is the fact that texts come across to us always from a distance of time, of experience or culture, which makes their meaning more or less opaque and problematic. The author is not simply there in the text, a self-authenticating "voice" of intent, as Hirsch (in his more sanguine moments) would have us believe. One might expect some such assurance from the homely narrative address of a novelist like Fielding, or the intimate soul-baring style of Wordsworth's poetry. Yet Fielding is as cunning a narrative tactician as any, his "voice" a shifting multitude of ironies and ploys; while Wordsworth manages a complex and selective rhetoric of memory which (as recent critics have shown) by no means communicates the "unmediated vision" of purely personal address. Hirsch yields a hostage to the relativist case by proposing a distinction between "meaning" (that which inheres in the text, and which the critic is duty-bound to preserve), and "significance" (the purely associative values which change with the passage of time and make room for rival or updated interpretations... (shrink)

ABSTRACTNovelty held a special attraction for book buyers in the sixteenth and seventeenth centuries, but new texts carried more risk for the publisher than titles already proven to be good sellers. Canny bookseller-publishers therefore adopted a publishing strategy that would benefit from the commercial safety of proven sellers while simultaneously exploiting the cachet of the ‘new’. They could maximise the sales potential of a book by reprinting an already market-tested text but repackaging it with new and improved ingredients, often (...) provided by the text's original author. Such enlargements were never left unpublicised on the title page which, as the primary means of marketing texts in the early modern book trade, had to function both as a dust-jacket-style advertisement intended for bookstall browsers, and as a discrete advertisement posted remote from the physical volume. Given the safe bet of reprints and the marketability of new material, the promotional nature of title pages therefore necessitated revised, augmented, or otherwise enlarged editions to be produced by the author and bookseller to attract attention and sales. (shrink)

The aim of this article is to determine the representation of persons with disabilities in the print media advertisements of Costa Rica during the period 2014-2016. In the first place, we analyze the advertisements on disability that have appeared in the three most widely circulated newspapers in Costa Rica, following the Fairclough’s budgets about the representation of social actors, inclusion and exclusion strategies, legitimization and explanation that are made of the PCD in the ads. We determine the actions performed by (...) the PDC in the analyzed texts, the relationships with other people that appear in the announcements. Finally, from a multimodal perspective of Kress and Van Leeuwen, through the visual analysis and its relation with the linguistic one, we analyzed the congruent or incongruent images that are promoted in the advertising discourse. It is concluded that there is an invisibility of this population; since the number of ads on disability is less than 0.0015% and that the speech reproduces stigmas and stereotypes from a social- assistance perspective of the PCD, even though it is the State the main advertiser of the ads. (shrink)

From farmers’ markets to primetime television cooking shows, notions of ‘knowing where our food comes from’ and ‘reconnecting’ with the sources of our food are now central to a range of contemporary cultural movements and popular media texts. While these ideas have primarily been mobilized by those with activist commitments to ethical and sustainable food production, they are also increasingly appearing in the media and marketing strategies of large agribusiness and retailing corporations, including those of the major Australian supermarkets. (...) This paper explores some of the techniques currently used by major supermarkets to respond to criticisms about their food ethics, market control and relationship with producers. Using a case study of Australian supermarket Coles and its integration of its ‘Helping Australia Grow’ campaign into reality television cooking show, My Kitchen Rules, it will consider the textual practices of, and social media response to, Coles’ sponsorship and integrated advertising strategies of putting a ‘face’ to the farmers who produce the products found on supermarket shelves. By emphasizing to Coles customers that they, too, can ‘know where their food comes from’ and that their purchasing decisions support individual farmers and family farms rather than large conglomerates, these strategies help to locate Coles within a network of meanings that seek to both shift and contest negative perceptions of the supermarket chain’s corporate practices and food politics in ways that potentially complicate the activist discourses from which they draw. (shrink)