Taboo in advertising

Elsa Simões Lucas Freitas

Taboos are much more than just a synonym of 'forbidden'. Proof of the concept's complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify (a) the elaborate strategies used by ads for certain products to cleverly hide the taboo inherent to them, and (b) the deliberate recourse to taboo references in ads for products that do not present any taboo connotation. The linguistic analysis undertaken takes into account the different modes (verbal language, music, sound effects, moving and static images) that convey meaning in ads. Taboo is very often conveyed or disguised through one of the channels while the others play the opposite role, thus achieving a balance that prevents the ad from being too obscure to be understood or too daring for the general public to accept it. For this comprehensive approach, concepts are drawn from different disciplines: textual and semiotic analysis from linguistics, theories of taboo from anthropology, and background to advertising from media studies.

「Nielsen BookData」より

[目次]

  • 1. List of tables, pix-x
  • 2. List of figures, pxi-xii
  • 3. Foreword, pxiii-xv
  • 4. Acknowledgements, pxvii-xix
  • 5. Introduction, p1-21
  • 6. 1. Taboo, p23-40
  • 7. 2. Advertising, p41-62
  • 8. 3. Words & images, p63-101
  • 9. 4. Images, word & humour, p103-125
  • 10. 5. Words, images, sound & narratives, p127-167
  • 11. 6. Summarising: Sanpro ads, p169-195
  • 12. Conclusion, p197-202
  • 13. References, p203-210
  • 14. Index, p211-214

「Nielsen BookData」より

この本の情報

書名 Taboo in advertising
著作者等 Freitas, Elsa Simões Lucas
Simoes Lucas Freitas Elsa
シリーズ名 Pragmatics & beyond : new series
出版元 John Benjamins
刊行年月 c2008
ページ数 xix, 214 p.
大きさ 25 cm
ISBN 9789027254238
NCID BA86636556
※クリックでCiNii Booksを表示
言語 英語
出版国 オランダ
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