Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
Contents
Bionote
Acknowledgements
HumourandMetaphorinAdvertising—EmbarkingonaJourney
Chapter1
AdvertisingasCommunication—TheoreticalFramework
1.1TePhenomenonofAdvertising
1.2Definition,Purpose,andOperationofAdvertising
1.3PrintAdvertising
1.3.1Newspapers
1.3.2Magazines
1.3.3Catalogues
1.3.4Leaflets
1.3.5DirectMail
1.4AdsToday—OnMultimodalAdvertisingDiscourse
1.4.1TeVerbal
1.4.2TePictorial
1.4.3TeMultimodal
1.5Summary
Chapter2
RelevanceTheoryinVisualandMultimodalAdvertising
2.1BasicPrinciplesofRelevanceTeory
2.2RelevanceTeoryandVisual/MultimodalMassCommunication
2.3RelevanceTeoryinAdvertising—TeIssueofGenreAttribution
2.4Summary
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