Evaluation in Advertising Reception [electronic resource] : A Socio-Cognitive and Linguistic Perspective /
Bullo, S.author.
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.
Description based upon print version of record.
Cover; Contents; List of Figures and Tables; Acknowledgements; 1 Introduction: Researching Reception and Discourse; 2 Reception, Language and Sense-Making; 3 Investigating Evaluation in Advertising Reception; 4 The Discourse of Advertising Reception; 5 Implications for a Theory of Evaluation in Advertising Reception; Appendix 1: Appraisal Coding: Focus Groups 1 and 2; Appendix 2: Appraisal Tables; Notes; References; Index
Includes bibliographical references and index.
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.
Communication.
Sociology.
Marketing.
Sociolinguistics.
Discourse analysis.
Media Research.
Marketing.
Sociolinguistics.
Communication Studies.
Discourse Analysis.