Evaluation in Advertising Reception A Socio-Cognitive and Linguistic
Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.
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Evaluation in Advertising Reception
10.1057/9781137350435 - Evaluation in Advertising Reception, Stella Bullo
10.1057/9781137350435 - Evaluation in Advertising Reception, Stella Bullo
Copyright material from www.palgraveconnect.com - licensed to Kainan University - PalgraveConnect - 2015-01-11
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A Socio-Cognitive and Linguistic Perspective Stella Bullo Manchester Metropolitan University, UK
10.1057/9781137350435 - Evaluation in Advertising Reception, Stella Bullo
Copyright material from www.palgraveconnect.com - licensed to Kainan University - PalgraveConnect - 2015-01-11
Evaluation in Advertising Reception
© Stella Bullo 2014
No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted her rights to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2014 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978–1–137–35042–8 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. Typeset by MPS Limited, Chennai, India.
10.1057/9781137350435 - Evaluation in Advertising Reception, Stella Bullo
Copyright material from www.palgraveconnect.com - licensed to Kainan University - PalgraveConnect - 2015-01-11
All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission.
Contents vi
Acknowledgements
vii
1 Introduction: Researching Reception and Discourse
1
2 Reception, Language and Sense-Making
6
3 Investigating Evaluation in Advertising Reception
41
4 The Discourse of Advertising Reception
80
5 Implications for a Theory of Evaluation in Advertising Reception
130
Appendix 1: Appraisal Coding: Focus Groups 1 and 2
162
Appendix 2: Appraisal Tables
185
Notes
189
References
191
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