Advertising - A Mechanism of Shaping Identities.

 Introduction i
CHAPTER 1- Advertising: An Overview 1
1.1. What is Advertising? 1
1.2. The Evolution of Advertising 1
1.3. Means of Communication in Advertising 4
1.3.1. Media 4
1.3.2. Indirect Advertising 4
1.3.3. New Media and Advertising Approaches 5
1.4. The Mission of Advertising Nowadays 7
CHAPTER 2-The Discourse of Advertising 12
2.1. Advertising and Communication 12
2.2. Types of Advertising Discourse 13
2.3. Techniques of Advertising 14
2.4. The Syntax of the Advertising Discourse 17
2.5. The Semantics of the Advertising Discourse 20
2.6. The Rhetoric of the Advertising Discourse 21
2.6.1. Iconic Rhetoric 22
2.6.2. Linguistic Rhetoric 24
2.7. The Elaboration of the Advertising Discourse 26
CHAPTER 3-The Advertising Message 28
3.1. Specific Words and Phrases 28
3.1.1. Words, Text layout and Fonts 28
3.1.2. Novel Words – Breaking the Rules of Normal Language 31
3.2. Intertextuality 32
CHAPTER 4-The Language of Advertising Dictating Identities 34
4.1. The Construction of Postmodern Identity 34
4.2. The Influence of Language from Beauty Ads on Identities (case study) 36
Conclusion 45
Bibliography 47
Appendices 50
Rezumat 51
Résumé 56