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From Naturalisation to Sacralisation: Changing Paradigms for Analysing Visual Advertising

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Abstract:

Abstarct
Advertsing has been understood in the structuralist tradition of cultural studies as naturalising social relations by making brands appear natural. This raticle traces a series of approaches to the analysis of advertising that have developed in Britain and the US within the context of media studies over the last 30 years.. It questions how this model has developed from a particularly English understanding of French structuralism which has become a type of orthodoxy in Britain Other theoretical analyses of advertising from of linguistics from pragmatics and speech act theory are considered.. Overall the article argues that the structuralist position that advertising naturalises products is no longer relevant but rather that we should consider how advertising sacralises brands, giving them a supernatural quality by allowing them to cross the border of the media world to the ordinary world

Most Common Document Word Stems:

advertis (197), ad (77), world (74), media (69), mean (49), cultur (46), brand (43), argu (37), frame (36), differ (36), theori (35), text (34), williamson (34), see (33), bag (33), product (32), read (32), social (31), context (30), one (29), part (28),

Author's Keywords:

advertising semiotics sacred natural
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Doyle, Waddick. "From Naturalisation to Sacralisation: Changing Paradigms for Analysing Visual Advertising" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111559_index.html>

APA Citation:

Doyle, W. , 2003-05-27 "From Naturalisation to Sacralisation: Changing Paradigms for Analysing Visual Advertising" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111559_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Abstarct
Advertsing has been understood in the structuralist tradition of cultural studies as naturalising social relations by making brands appear natural. This raticle traces a series of approaches to the analysis of advertising that have developed in Britain and the US within the context of media studies over the last 30 years.. It questions how this model has developed from a particularly English understanding of French structuralism which has become a type of orthodoxy in Britain Other theoretical analyses of advertising from of linguistics from pragmatics and speech act theory are considered.. Overall the article argues that the structuralist position that advertising naturalises products is no longer relevant but rather that we should consider how advertising sacralises brands, giving them a supernatural quality by allowing them to cross the border of the media world to the ordinary world

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Document Type: .PDF
Page count: 22
Word count: 10730
Text sample:
1 From Naturalisation to Sacralisation: Abstarct Advertsing has been understood in the structuralist tradition of cultural studies as naturalising social relations by making brands appear natural. This raticle traces a series of approaches to the analysis of advertising that have developed in Britain and the US within the context of media studies over the last 30 years.. It questions how this model has developed from a particularly English understanding of French structuralism which has become a type of orthodoxy
The Language of Advertising. Oxford: Basil Blackwell Williamson Judith (1978) Decoding Advertisements Martin Boyars London . I suggest that in 6F you give a final narrative comprehensive of all the points analytically pinpointed in the previous parts. 6G could be easily developed in order to clearly show the "socio-semiotic" aspect of this type of approach. Concerning the conclusion your remarks on the absence of the body are very interesting but they should not be there. You cannot conclude on


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