'Hard Earned': the not so hidden message of 'Bowtime'
GRIN Verlag, 2011 - 24 pages
Essay aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, University of Birmingham, Sprache: Deutsch, Abstract: This essay is a textual analysis targeting the ways in which the brand Strongbow appeals to a specific target audience in its 2009 'Hard Earned' advertising campaign.
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action film advert advertisement’s advertising campaign akademische Texte Althusser artefact bankers Barthes beer and cider beverage Binkley Birmingham brand Braveheart capitalist cider television class males codes and conventions combination comedy conditions of production connotation consumer consumer’s created crowd cultural context deep structure Discourse analysis discussion dispatcher disruption drink Strongbow engage euphemisms example fairytales favourite genre Further research graft grimy GRIN Verlag Hard Earned heroes hidden message highlight humour hybrid genre iconic ideology lifestyle Marx masculine discourse McCullugh media texts message of Bowtime myth of Englishness mythologies narrative O’Shaughnessy personal taste persuaded pint of Strongbow presentational rhetoric promoting the myth Propp’s pub culture purchase the product reward sells cider signifieds Smith and Bell sociocultural knowledge sociocultural practices speaker speaker’s stereotype strap line Strongbow advertisements Strongbow campaign subgenre symbolise target audience television advertising genre textual analysis theory UK’s unsung grafter’s Variations in personal verbal rhetoric viewer whilst workers workmen