Theoretical frameworks in the study of press advertisements: polish, english and chinese perspective Uniwersytet śląski (Uniwersytet Śląski)

Tytuł Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective Autor Adam Wojtaszek Język angielski Wydawnictwo Uniwersytet Śląski ISBN 978-83-60743-42-3 Rok wydania 2011 Katowice Wydanie 1 ilość stron 283 Format pdf Spis treści Table of contents Acknowledgements / 9 Abbreviations used in the text / 11 Preface / 13 Chapter One Academic reflections on the phenomenon of advertising 1.1. Introduction / 17 1.2. The scope of analysis / 19 1.2.1. The medium / 21 1.2.2. Analysts’ favourites / 25 1.2.2.1. Code-mixing in advertising / 26 1.2.2.2. The wordplay in commercials / 28 1.2.2.3. The application of gender stereotyping in advertisements / 31 1.2.3. Dissecting advertisements / 35 1.2.3.1. Illustrative elements: pictures, videos, music, sound effects / 35 1.2.3.2. Slogans / 37 1.2.3.3. Brand names / 39 1.2.3.4. Disclaimers and disclosures / 44 1.3. The input/output perspective / 46 1.3.1. The content analysis / 47 1.3.1.1. The size of the sample / 48 1.3.1.2. The selection of focus / 48 1.3.1.3. Aspects of bottom-up and top-down design / 51 1.3.1.4. Exemplification of inductive content analysis / 53 1.3.2. The processing and responses / 55 1.3.2.1. The selection of the input material and the area of focus / 56 1.3.2.2. The perspective of the subjects’ responses / 62 1.3.2.3. The participant characteristics / 66 1.3.2.4. Summary / 67 Chapter Two Politeness Theory in the analysis of advertisements 2.1. Introduction / 69 2.2. Brown and Levinson’s model / 70 2.3. Reflections on politeness, face and the applicability of the model / 75 2.4. Modeling the selected aspects of face / 78 2.5. Content-analysis-based illustration / 80 2.6. The theoretical basis of the study design / 87 2.6.1. The materials and the subjects / 89 2.6.2. The questionnaire construction / 90 2.7. The qualitative investigation / 94 2.7.1. The Polish responses / 94 2.7.2. The British responses / 105 2.7.3. The Chinese responses / 110 2.8. The survey-based intercultural comparison / 115 Chapter Three The new perspectives 3.1. Introduction / 124 3.2. Salient meanings in advertisements / 125 3.2.1. Graded Salience Hypothesis – an overview / 125 3.2.2. Static and dynamic attributes of salience / 129 3.2.3. Salience as the feature of linguistic and extra-linguistic units / 138 3.2.3.1. The exploitation of font / 139 3.2.3.2. Pictorial metonymy / 146 3.2.3.3. Visualisations of idiomatic meanings / 151 3.2.3.4. Visuals directing the interpretation / 155 3.2.3.5. Summary / 159 3.2.4. Optimal innovation in press advertisements / 160 3.2.4.1. Study design and elicitation method / 161 3.2.4.2. Gauging the level of innovativeness / 162 3.2.4.3. Measuring the attractiveness of innovation / 163 3.2.4.4. Discussion of the results / 164 3.2.5. Salience in advertising: the new territory / 167 3.3. Dynamic Nature of Context / 172 3.3.1. Dynamic Model of Meaning – an overview / 173 3.3.2. The perspective of the sender and the recipient / 179 3.3.2.1. Reconstruction of the creative process / 180 3.3.2.2. Predicting the viewers’ reactions / 185 3.3.2.3. Peculiarities of the low-involvement processing of commercial messages / 187 3.3.3. The role and components of context in advertising communication / 191 3.3.3.1. Activation of multiple consenses / 191 3.3.3.2. The Stratified Model of the actual situational context / 197 3.3.3.3. Modelling the interpretation of advertisements / 204 3.3.4. Expansion and extended application of the model / 206 3.4. Summary / 215 References / 219 Appendix 1 Transcript of advertisements used in the study of face-work / 239 The Polish advertisements / 240 The British advertisements / 246 The Chinese advertisements / 250 Appendix 2 Investigation of the elements of face and face-work / 255 The Polish questionnaire / 256 The English questionnaire / 257 The Chinese questionnaire / 258 Appendix 3 Investigation of optimal innovation / 259 Originality and innovation: Polish version / 260 Originality and innovation: English version / 261 Appreciation: Polish version / 262 Appreciation: English version / 263 Index of names / 265 Subject index / 271