Advertising and Advertisements: The Simple Art of Grouping.

Autor/in	Denton, Craig L.
Titel	Advertising and Advertisements: The Simple Art of Grouping.
Quelle	(1981), (22 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Beigaben	Tabellen
Sprache	englisch
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Tagungsbericht; Advertising; Cluster Grouping; Commercial Art; Communication Research; Cultural Context; Discourse Analysis; Higher Education; Marketing; Persuasive Discourse; Theories + Suchen Sie Ihr Suchwort? Werbung; Eingruppierung; Kommunikationsforschung; Diskursanalyse; Hochschulbildung; Hochschulsystem; Hochschulwesen; Persuasion; Persuasive Kommunikation; Theory; Theorie
Abstract	Developing an aesthetic theory of advertising, this paper offers the premise that advertising is a ritual, that it provides cultural roles, and that it reinforces people's perceptions of their common experiences. The paper discusses advertising and advertising art as a process that both draws from and is sustained by general culture while serving to make that culture commercially recognizable. The paper introduces the phenomenon of "grouping" (using symbols in expressing cultural interrelationships), indicates how ritual is created in advertising, and shows how grouping works to subdivide the cultural marketplace. Next, the paper examines how grouping is employed as an artistic tool in the creation of advertising art. In conclusion, the paper suggests that an aesthetic theory of advertising can be used as an instrument for evaluating how well an advertising artist communicates. (RL)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2004/1/01