Site Map
Unit 1 Unit 2 Unit 3 Unit 4
Unit 5 Unit 6 Unit 7 Unit 8
Unit 9 Unit 10 Unit 11 Unit 12
Unit 13 Unit 14 Unit 15 Unit 16
Unit 17 References About this site
 

Unit 1: Components of a print advertisement
  Organization How to analyze an ad  
  Image Processing  
  Text Mastercard case study  

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Unit 2: Basic analytic concepts
  Cohesion, coherence Presupposition  
  Given, new Sign, signifier, signified  
 
Peirce
    
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Unit 3: Advanced analytic concepts
  Anchor and relay Case study: La-Z-Boy  
  Denotation and connotation Case study: Range Rover  
  Relevance Case study: Rave  
  Linguistic relevance Case study: Venus  
  Case study: Herbal Essences    
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Unit 4: Pragmatics: presupposition and relevance
Case study: Range Rover
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Unit 5: Case Study in Relevance: Symantec
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Unit 6: Created ads
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Unit 7: Words and phrases used in advertising
  Adjective-product charts Phrases  
  Is advertising language "normal language"? Case study: Dodge  
  Novel words and phrases used in advertising Case study: Haribo  
Text layout and fonts Case study: Secret  
Words  
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Unit 8: Names used in advertising
  Lexicon: a case study BlackBerry and sound symbolism  
  Product names    
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Unit 9: Words and names used in categories of advertisements
  Address Names  
  Words  
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Unit 10: Information vs. persuasion in advertising
Factors in persuasion
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Unit 11: Colors
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Unit 12: People
  Size of frame Demand and offer  
  Social vs. individual advertisements    
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Unit 13: Colors and people in categories of advertising
  Colors People  
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Unit 14: Advertising in action: case studies
  Case study: Fiery fries Case study: BBDO  
  Fiery fries iterations    
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Unit 15: Dynamic organization of images

 

 Framing Product display, size, placement  
  Perspective Case study: DC  
  Vectors and salience    
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Unit 16: Layout of advertisements
  Information value and salience Left and right: given and new  
  Top and bottom: ideal and real    
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Unit 17: Putting it all together
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References
  By author By topic  
  Advertisements cited  
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About this site
How to use this site Acknowledgements
Contact information

 

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