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Book Information

   

Title: Taboo in Advertising
Written By: Elsa Simões Lucas Freitas
URL: http://www.benjamins.com/cgi-bin/t_bookview.cgi?bookid=P%26bns%20179
Series Title: Pragmatics & Beyond New Series 179
Description:

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.

Publication Year: 2008
Publisher: John Benjamins
Review: Read the review
BibTex: View BibTex record
Linguistic Field(s): Discourse Analysis
Pragmatics
Issue: All announcements sent out by The LINGUIST List are emailed to our subscribers and archived with the Library of Congress.
Click here to see the original emailed issue.

Versions:
Format: Hardback
ISBN: 9027254230
ISBN-13: 9789027254238
Prices: Europe EURO 95.00
U.S. $ 143.00