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LINGUIST List 19.2495

Wed Aug 13 2008

Books: Discourse Analysis/Pragmatics: Simões Lucas Freitas

Editor for this issue: Hannah Morales <hannahlinguistlist.org>


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Directory
        1.    Paul Peranteau, Taboo in Advertising: Simões Lucas Freitas


Message 1: Taboo in Advertising: Simões Lucas Freitas
Date: 11-Aug-2008
From: Paul Peranteau <paulbenjamins.com>
Subject: Taboo in Advertising: Simões Lucas Freitas
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Title: Taboo in Advertising
Series Title: Pragmatics & Beyond New Series 179
Published: 2008
Publisher: John Benjamins
                http://www.benjamins.com/

Book URL: http://www.benjamins.com/cgi-bin/t_bookview.cgi?bookid=P%26bns%20179

Author: Elsa Simões Lucas Freitas
Hardback: ISBN: 9789027254238 Pages: Price: Europe EURO 95.00
Hardback: ISBN: 9789027254238 Pages: Price: U.S. $ 143.00
Abstract:

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.

Linguistic Field(s): Discourse Analysis
                            Pragmatics

Written In: English (eng )

See this book announcement on our website:
http://linguistlist.org/get-book.html?BookID=36930


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