Sign Wars: The Cluttered Landscape of AdvertisingGuilford Press, 21 mei 1996 - 322 pagina's Television has become so saturated with commercials that it is difficult at times to tell the different images apart, much less remember or care about them. But, on closer look, television commercials can tell us a great deal about the interplay of market forces, contemporary culture, and corporate politics. This book views contemporary ad culture as an ever-accelerating war of meaning. The authors show how corporate symbols or signs vie for attention-span and market share by appropriating and quickly abandoning diverse elements of culture to differentiate products that may be in themselves virtually indistinguishable. The resulting "sign wars" are both a cause and a consequence of a media culture that is cynical and jaded, but striving for authenticity. Including more than 100 illustrations and numerous examples from recent campaigns, this book provides a critical review of the culture of advertising. It exposes the contradictions that stem from turning culture into a commodity, and illuminates the impact of television commercials on the way we see and understand the world around us. |
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Inhoudsopgave
Advertising in the Age of Accelerated Meaning | 1 |
Constructing Sign Values | 5 |
The Logic of Appropriation | 8 |
Value Added | 11 |
Floating Signifiers and the Image Bank | 14 |
Spirals of Referentiality Speed and Reflexivity | 15 |
Cultural Crisis and Contradiction | 17 |
Sign Wars | 20 |
The Sign Wars Version | 135 |
Collective Amnesia? | 137 |
Authenticity in the Age of the Poseur | 139 |
Finding Yourself in a World of Commodity Relations | 141 |
Authenticity and the Bourgeoisie | 143 |
Commodifying Signs of the Organic | 146 |
Auteurs in the Age of Flexible Accumulation | 152 |
Nature as Authenticity | 154 |
Sign Wars and Semiotics | 24 |
Differentiation Imitation and the Circulation of Sign Values | 27 |
Strategies for Sign Wars | 31 |
The Antisign | 46 |
Rereading Image Disputes | 53 |
Advertising in the Age of Hyper signification | 55 |
Realist Conventions | 57 |
Hyperreal Encoding | 60 |
Intertextualify | 66 |
Reflexivity | 72 |
Hyperactivity | 75 |
The Contradictions of Sign Values | 76 |
Yo Hailing the Alienated Spectator | 81 |
Addressing the Savvy Spectator | 85 |
Negative Appellation | 89 |
Gender and Alienation in Sign Wars | 93 |
Disguising the Alienated Mode of Address | 97 |
Nothing Up Our Sleeve | 98 |
Falsified Metacommunication and Resistance | 100 |
The Competition in Shock Value | 101 |
The Profane | 103 |
Before Your Future Gets Here You Know What You Gotta Do | 106 |
Grinning at the Annihilation of Everyday Life | 108 |
The Flip Side of Jadedness Memory and a Sense of Place | 113 |
Schmaltzy Gemeinschaft | 115 |
Reestablishing Relations with Our Past | 122 |
Blasts from Our Past | 125 |
A Moment in the Hegemony of Memory | 128 |
Nature as a Sign of Distinction | 155 |
Otherness | 158 |
Antispectacular Awareness | 168 |
Authenticity as Representation | 172 |
The Authenticity of Death | 179 |
The Death of Authenticity? | 182 |
Green Marketing and the Commodity Self | 185 |
The Commodity Self and the Death of Nature | 186 |
From Nature Signifiers to Green Marketing | 189 |
Commodity Advertising | 192 |
Legitimation Advertising | 198 |
The Spectacle of the Environment | 207 |
The Greening of Commodity Signs | 211 |
The Corporate Politics of Sign Values | 214 |
Hybrid Ads | 218 |
Building Corporate Sign Values | 222 |
Abbreviating Public Discourse | 247 |
Corporate Ads and Public Debate | 250 |
The Era of Chronic Legitimation Crisis? | 252 |
Sneakerization and Hyperculture | 254 |
Competing to Hail the Channel Surfer | 259 |
A Commodity Community? | 263 |
The Spectacle in the Fractured Marketplace | 267 |
Notes | 271 |
Bibliography | 291 |
Index | 306 |
Overige edities - Alles bekijken
Sign Wars: The Cluttered Landscape of Advertising Robert Goldman,Stephen Papson Gedeeltelijke weergave - 1996 |
Sign Wars: The Cluttered Landscape of Advertising Robert Goldman,Stephen Papson Gedeeltelijke weergave - 1996 |
Sign Wars: The Cluttered Landscape of Advertising Robert L. Goldman,Stephen Papson Geen voorbeeld beschikbaar - 1996 |
Veelvoorkomende woorden en zinsdelen
ad's adver Advertising Age aesthetic alienation American appear appropriation AT&T audience authenticity become beer Benetton blah Bo Knows Bob Garfield bourgeois brand bunny camera campaign capital capitalist celebrity codes Coke commercial commodification commodity culture commodity signs constructed consumer consumption Coors Coors Light corporate ads corporate advertising crisis cynical Denis Leary differentiation discourse economic encoding Energizer bunny environment environmental everyday fetishism film frame hail hyperreal hypersignifiers identity ideological imagery images individual industry jeans legitimation Levi's logic logo McDonald's meaning memory metacommunication Michael Jordan Michelob modity narrative narrator nature Nike Nike's parody Pepsi photographic political position postmodern Reebok reflexivity relations relationship Saturn scenes screen semiotic shoes sign value sign wars signifiers and signifieds social space spectacle Spike Lee strategy Stuart Ewen style symbolic tag line television tion Toyota ture turned vertising viewers visual voice voiceover youth
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Social Communication in Advertising: Consumption in the Mediated Marketplace William Leiss,Jackie Botterill Geen voorbeeld beschikbaar - 2005 |
Born to Buy: The Commercialized Child and the New Consumer Culture Juliet Schor Gedeeltelijke weergave - 2004 |