Language and Culture of the Television Ad PDF Download

Author: Susan Gayle Strauss
Publisher:
ISBN:
Category : Language and culture
Languages : en
Pages : 438

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Author: Daniel F. Roberts
Publisher:
ISBN:
Category :
Languages : en
Pages : 104

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Author: Clifford J. Bieberly
Publisher:
ISBN:
Category :
Languages : en
Pages :

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Educators teaching English as a second language to adult students must keep course materials relevant, up-to-date and low cost. This research examines the possibility of using television commercials to supplement existing teaching materials, making lessons more culturally relevant. Often direct translations reveal that the translator, while knowing the rules of the language, did not fully understand the nuances of that language's culture. The idea that language and culture are interwoven is well established. While some understanding of one without the other is possible, finding ways to blend language and culture in the classroom can give non-native speakers an aid to understanding implied and literal meanings. This dissertation describes research on how American culture is intertwined in the ubiquitous television commercial and how these 30-second "slices of life" could benefit ESL education. It examines American concepts depicted in television advertisements on the four largest networks and then investigates the relative merits of using TV commercials as a teaching tool. This study uses the Map of Culture, developed by anthropologist Edward T. Hall in 1959, for content analysis of ten primary message systems that can categorize cultural descriptions. A sample of nearly 2,000 national television commercials was recorded from four major networks--ABC, CBS, Fox and NBC--during primetime in November 2001. Only national commercials aired more than six times that month were analyzed for trends in illustrating both manifest and latent cultural meanings, and even cultural taboos. Random examples were then selected to create a suite of ESL classroom materials. Television advertising was chosen for this study because of its accessibility and its ability to provide both visual and auditory content. Materials created for use in the classroom included a discussion model with pretest component, a video of selected commercials, a Q & A format follow-up discussion guide, and a post-test measurement instrument. ESL teachers and students who tested the materials and were surveyed on feasibility, logistics, students' interest level, content, and cultural relevance. Television commercials were found to include cultural content useful in ESL lessons and in class testing showed favorable outcomes. The study results could positively impact ESL pedagogy.

Author: Sammy Richard Danna
Publisher: Popular Press
ISBN: 9780879725280
Category : Business & Economics
Languages : en
Pages : 182

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"Subliminal perception debunked, senior citizen advertising comes of age, Mona Lisa goes commercial, and male ad image changes are questioned! These and a host of other insightful, informative essays comprise this volume. Numerous advertising and marketing scholars united to bring the reader some of their most instructive, stimulating and entertaining works." "Advertising today, more than ever, is a field filled with change, challenge, and controversy. For about a decade, the Popular Culture Association's Advertising Area has proved to be a forum for a variety of topics that highlight advertising's impact on culture and society. This volume stems from a proposal to collect into a book some of the papers presented at PCA Conferences in the Advertising Area from 1985-1989. Authors represent a variety of interests and research areas." "While original plans did not call for any specific topic divisions in this volume, the articles do present variety, though somewhat loosely categorized. In general, these categories fall under the broad umbrella of popular culture studies. Besides the familiar historical and critical presentations, articles of controversy and interest are included, such as the one on subliminal advertising. Some of these articles attempt to debunk previously written pieces and serve as a stepping stone to much further discussion." "All-in-all, you will find something to amuse, amaze, inform and stimulate in this volume of advertising variety and versatility."--BOOK JACKET.

Author: Xi Li
Publisher: Frontiers Media SA
ISBN: 2832538118
Category : Science
Languages : en
Pages : 348

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Author: Ho-min Sohn
Publisher: University of Hawaii Press
ISBN: 9780824826949
Category : Foreign Language Study
Languages : en
Pages : 314

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Intended as a companion to the popular KLEAR Textbooks in Korean Language series and designed and edited by a leading Korean linguist, this is the first volume of its kind to treat specifically the critical role of language in Korean culture and society. An introductory chapter provides the framework of the volume, defining language, culture, and society and their interrelatedness and presenting an overview of the Korean language vis-à-vis its culture and society from evolutionary and dynamic perspectives. Early on, contributors examine the invention and use of the Korean alphabet, South Korea’s "standard language" vs. North Korea’s "cultured language," and Korean in contact with Chinese and Japanese. Several topics representative of Korean socio-cultural vocabulary (sound symbolic words, proverbs, calendar-related terms, kinship terms, slang expressions) are discussed, followed by a consideration of Korean honorifics and other related issues. Two chapters on Korean media, one on advertisements and the other a comparative analysis of television ads in Korea, Japan, and the U.S., follow. Finally, contributors look at salient features of the language, narrative structure, and dialectal variation. All chapters are accompanied by a set of student questions and a useful bibliography. A beginning level of proficiency in Korean is sufficient to digest the Korean examples with facility, making this volume accessible to a wide range of students. Contributors: Andrew S. Byon, Sungdai Cho, Young-A Cho, Young-mee Y. Cho, Miho Choo, Shin Ja J. Hwang, Ross King, Haejin Elizabeth Koh, Jeyseon Lee, Douglas Ling, Duk-Soo Park, Yong-Yae Park, S. Robert Ramsey, Carol Schulz, Ho-min Sohn, Susan Strauss, Hye-Sook Wang, Jaehoon Yeon.

Author: Gillian Dyer
Publisher: Routledge
ISBN: 1134972342
Category : Social Science
Languages : en
Pages : 206

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Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.

Author: Ethan Thompson
Publisher: Routledge
ISBN: 1136839798
Category : Humor
Languages : en
Pages : 371

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Book Description
In this original study, Thompson explores the complicated relationships between Americans and television during the 1950s, as seen and effected through popular humor. Parody and Taste in Postwar American Television Culture documents how Americans grew accustomed to understanding politics, current events, and popular culture through comedy that is simultaneously critical, commercial, and funny. Along with the rapid growth of television in the 1950s, an explosion of satire and parody took place across a wide field of American culture—in magazines, comic books, film, comedy albums, and on television itself. Taken together, these case studies don’t just analyze and theorize the production and consumption of parody and television, but force us to revisit and revise our notions of postwar "consensus" culture as well.

Author: Lawrence R. Samuel
Publisher: University of Texas Press
ISBN: 9780292777637
Category : Performing Arts
Languages : en
Pages : 292

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"If there was a book like Brought to You By when I came into the advertising business, it would have saved me ten years of hard knocks. I plan to buy it by the box load and hand it out as my gift to any young person who expresses interest in getting into the advertising business." ?Jerry Della Femina, President, Jerry Della Femina & Partners "The most exciting and comprehensive explanation of how a single medium rose to be one of the most definitive forces in our culture." ?John Gerzema, Managing Director, Fallon NYC "A fun-filled journey of reminiscences for those of us old enough to remember the early days of TV advertising. Samuel also provides a powerful analogy that puts the roles of regulation, freedom, and the profit motive of the Internet in perspective." ?Paul J. Groncki, Ph.D., VP, Director of Marketing Research, J.P. Morgan "Incredibly thought-provoking for anyone interested in the shaping of our commercial culture." ?Megan Kent, Executive Director, Brand Planning, Bozell Worldwide "All scholars interested in how and why advertisers used commercials to advance a triumphant and optimistic American Way will find Brought to You By an exciting read." ?Lary May, Professor of American Studies, University of Minnesota "This important book examines and credits, warts and all, the undeniable engine behind our country's thirst for growth and belief in endless possibilities?the television commercial." ?Mark R. Morris, Chairman, Bates North America "For the general reader or the specialist seeking to understand the commercial roots of our experience economy, I cannot imagine a more perceptive guide." ?John F. Sherry, Jr., Professor of Marketing, Northwestern University "Fascinating reading, capturing a pivotal moment in the shaping of the most powerful generation in history, baby boomers." ?Benny Sommerfeld, Business Development Manager, Volvo Cars N.A.

Author: Barry Pennock Speck
Publisher: Universitat de València
ISBN: 8437092116
Category : Language Arts & Disciplines
Languages : en
Pages : 217

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Esta colección incluye una rica variedad de enfoques a los complejos entendimientos de los sureños con el cambio y los avances reflejados en la literatura, la historia y la cultura de esta región tan característica. Los colaboradores de ambas partes del Atlántico abordan viajes introspectivos de peregrinación literaria, arrojan nueva luz sobre la historia del movimiento de los derechos civiles, así como su reflejo en la literatura, analizan las transacciones desde la literatura hacia el cine, trazan las peregrinaciones religiosas tanto en la historia como en el cine, y siguen a un gran número de autores y personajes literarios en sus viajes a través del Sur o en su huida forzosa o voluntaria de él, en busca de otros lugares donde puedan hallar refugio o donde puedan sembrar las simientes de un nuevo comienzo.