Sign Wars: The Cluttered Landscape of AdvertisingTelevision 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 |
306 | |
Overige edities - Alles weergeven
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
advertising aesthetic aimed alienation American appear appropriation associated attention audience authenticity become Bob Garfield bourgeois brand called camera campaign capital celebrity claims codes Coke commodity signs constructed consumer consumption continuous corporate create critical cultural defined desire differentiation discourse draw economic environment environmental example experience Express firms frame give going identity imagery images individual industry jeans legitimation Levi's lives logic look male meaning memory narrative nature Nike object offers past Pepsi photographic play political position practices present questions Reebok referent relations relationship represented Saturn scenes screen semiotic sense share shoes shows sign value sign wars signifiers social society space speak spectacle strategy structure style symbolic television tion turned viewers voice voiceover youth