Research Catalog

Title

Imaging in advertising : verbal and visual codes of commerce / Fern L. Johnson.

Author

Johnson, Fern L.

Publication

New York : Routledge, 2008.

Items in the Library & Off-site

Holdings

Details

Description

xv, 251 pages : illustrations; 24 cm

Summary

"Imaging in Advertising explores how verbal and visual images work together to build a discourse of advertising that speaks to audiences and has the power to move them to particular thoughts and actions. In this book, Fern L. Johnson presents a series of case studies exploring important advertising images-racial connotations in cigarette advertising, representations of cultural diversity in teen television commercials, metaphors of the face appearing in ads for skin care products, language borrowed from technology to sell nontechnology products, and the illusion of personal choice that is promoted in many Internet web sites. Johnson argues that examining the interplay of verbal and visual images as a structured whole exposes the invasive role of advertising in shaping culture in twenty-first-century America."--BOOK JACKET.

Subject

• Advertising > Social aspects
• Symbolism in advertising
• Culture

Bibliography (note)

• Includes bibliographical references (p. [236]-244) and index.

Contents

1. Advertising images and discourse -- Imaging in adlvertising -- Defining discourse -- Exploited discourse elements in advertising -- 2. Smoke and mirrors - circulating racial images in cigarette advertising -- Race and cigarettes -- Tobacco industry targeting of African Americans -- The cultural text of racialized ads -- Verbal and visual imaging in black and white -- 3. Keeping race in place - multicultural visions and voices in teen advertising -- Ideological codes and diversity -- Teen demographies and cultural diversity -- Representation and "doing diversity" in advertising -- The uneasy representation of cultural diversity in teen advertising -- 4. Different tropes for different folks - advertising and face-fixing -- Advertising and beauty as a never-ending quest -- Thematic tropes for fixing the face -- 5. Madison Avenue meets Silicon Valley - technology imprints on advertising -- The who and what of technology use -- Technographic discourse types in advertising -- 6. From Barbie to BudTV - advertising in the Fifth Frame -- Conceptual foundations -- Narratives as advertising text -- Self-absorption and the Fifth Frame meet the Internet.

ISBN

• 9780415978811 (hbk.)
• 9780415978828 (pbk.)
• 0415978815 (hbk.)
• 0415978823 (pbk.)

LCCN

2007028440

OCLC

• 155715221
• ocn155715221
• SCSB-9051812

Owning Institutions

Columbia University Libraries