English for Marketing & Advertising is part of the EXPRESS SERIES. It is the ideal quick course for marketing & advertising professionals who need to communicate confidently and effectively in English. It can be used to supplement a regular coursebook, on its own, as a stand-alone intensive specialist course of for self-study. Updated 20 December 2008: audio added
Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of 'pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed.
The Language of Advertising: * looks at the relationship between advertising and culture * focuses on the interrelation of language, image, typeface * draws on literary and linguistic theory for analysis of texts * explores specific advertising strategies such as hooklines, puns, connotations * examines a wide range of adverts from British Airways to Castlemaine.
The Discourse of Advertising is a very readable book that is well suited for undergraduate students whatever their academic background (literature, linguistics, cultural studies, communication studies, etc.). The balance between theory and practice is excellent. Advertising examples are mostly recent, and taken from a variety of supports (e.g. billboards, Internet, TV, magazines). The application of theoretical concepts to ads and literature provides a better understanding of these concepts, and especially allows for the distinction between the two genres. An excellent introductory tool not only to the field of advertising but also to the larger field of discursive studies in general, provided that instructors complete it with examples of ads particularly meaningful for their students..
Master the techniques that top companies use to spark creativity.
In today’s business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy.
Creative leader of advertising Tom Monahan offers a fresh look at the subject, providing hard and fast methods for freeing the mind and inspiring active creativity in oneself and others. His 180-degree Thinking(TM), 100 MPH Method, and other techniques he employs in his creative consulting practice are easy-to-use strategies for unleashing new ideas and facilitating creative product development, advertising, and marketing plans.
This book has the added benefit of Monahan’s experience of using these methods at A-list client companies.
