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Why it sells: decoding the meanings of brand names, logos, ads, and other marketing and advertising ploys
Why it sells: decoding the meanings of brand names, logos, ads, and other marketing and advertising ploys
Author
Danesi, Marcel, 1946-
Publisher
Rowman & Littlefield
Publication Date
c2008
Language
English
Book
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Published Reviews
Table of Contents
From the Book
1. What is advertising?
Defining advertising
A historical sketch
Advertising and society
Studying advertising
2. General techniques and strategies
Generic strategies
Creating a brand image
Uses of technology
Mythologization
3. Brand names
What's in a name?
From product to brand
Inside the name
Symbolic brands
4. Logos
What is a logo?
Visual brands
Inside the logo
Geometrical logos
5. Language-based techniques
General techniques
The tagline
The slogan
Humor
6. Art
Advertising and art
Art techniques
Representation
Design
7. The meanings of ads
Desires, needs, and emotions
Ads
Decoding ads
Reality ads
8. Marketing
Marketing
The ad campaign
The media-technology partnership
Branding
9. Advertising and society
Social effects
A glance at the studies
Culture jamming
So, why does it sell?
Glossary.
Author Notes
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Subjects
Subjects
Advertising
Brand name products
Consumer behavior
Marketing
Signs and symbols
More Details
ISBN
9780742555457
9780742555440
NoveList
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