Theoretical frameworks in the study of press advertisements: Polish, English and Chinese perspective

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Table of contents

 

Acknowledgements / 9

Abbreviations used in the text / 11

Preface / 13

 

Chapter One

Academic reflections on the phenomenon of advertising

1.1. Introduction / 17

1.2. The scope of analysis / 19

1.2.1. The medium / 21

1.2.2. Analysts’ favourites / 25

1.2.2.1. Code-mixing in advertising / 26

1.2.2.2. The wordplay in commercials / 28

1.2.2.3. The application of gender stereotyping in advertisements / 31

1.2.3. Dissecting advertisements / 35

1.2.3.1. Illustrative elements: pictures, videos, music, sound effects / 35

1.2.3.2. Slogans / 37

1.2.3.3. Brand names / 39

1.2.3.4. Disclaimers and disclosures / 44

1.3. The input/output perspective / 46

1.3.1. The content analysis / 47

1.3.1.1. The size of the sample / 48

1.3.1.2. The selection of focus / 48

1.3.1.3. Aspects of bottom-up and top-down design / 51

1.3.1.4. Exemplification of inductive content analysis / 53

1.3.2. The processing and responses / 55

1.3.2.1. The selection of the input material and the area of focus / 56

1.3.2.2. The perspective of the subjects’ responses / 62

1.3.2.3. The participant characteristics / 66

1.3.2.4. Summary / 67

 

Chapter Two

Politeness Theory in the analysis of advertisements

2.1. Introduction / 69

2.2. Brown and Levinson’s model / 70

2.3. Reflections on politeness, face and the applicability of the model / 75

2.4. Modeling the selected aspects of face / 78

2.5. Content-analysis-based illustration / 80

2.6. The theoretical basis of the study design / 87

2.6.1. The materials and the subjects / 89

2.6.2. The questionnaire construction / 90

2.7. The qualitative investigation / 94

2.7.1. The Polish responses / 94

2.7.2. The British responses / 105

2.7.3. The Chinese responses / 110

2.8. The survey-based intercultural comparison / 115

 

Chapter Three

The new perspectives

3.1. Introduction / 124

3.2. Salient meanings in advertisements / 125

3.2.1. Graded Salience Hypothesis – an overview / 125

3.2.2. Static and dynamic attributes of salience / 129

3.2.3. Salience as the feature of linguistic and extra-linguistic units / 138

3.2.3.1. The exploitation of font / 139

3.2.3.2. Pictorial metonymy / 146

3.2.3.3. Visualisations of idiomatic meanings / 151

3.2.3.4. Visuals directing the interpretation / 155

3.2.3.5. Summary / 159

3.2.4. Optimal innovation in press advertisements / 160

3.2.4.1. Study design and elicitation method / 161

3.2.4.2. Gauging the level of innovativeness / 162

3.2.4.3. Measuring the attractiveness of innovation / 163

3.2.4.4. Discussion of the results / 164

3.2.5. Salience in advertising: the new territory / 167

3.3. Dynamic Nature of Context / 172

3.3.1. Dynamic Model of Meaning – an overview / 173

3.3.2. The perspective of the sender and the recipient / 179

3.3.2.1. Reconstruction of the creative process / 180

3.3.2.2. Predicting the viewers’ reactions / 185

3.3.2.3. Peculiarities of the low-involvement processing of commercial messages / 187

3.3.3. The role and components of context in advertising communication / 191

3.3.3.1. Activation of multiple consenses / 191

3.3.3.2. The Stratified Model of the actual situational context / 197

3.3.3.3. Modelling the interpretation of advertisements / 204

3.3.4. Expansion and extended application of the model / 206

3.4. Summary / 215

 

References / 219

 

Appendix 1

Transcript of advertisements used in the study of face-work / 239

The Polish advertisements / 240

The British advertisements / 246

The Chinese advertisements / 250

 

Appendix 2

Investigation of the elements of face and face-work / 255

The Polish questionnaire / 256

The English questionnaire / 257

The Chinese questionnaire / 258

 

Appendix 3

Investigation of optimal innovation / 259

Originality and innovation: Polish version / 260

Originality and innovation: English version / 261

Appreciation: Polish version / 262

Appreciation: English version / 263

 

Index of names / 265

Subject index / 271

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