‘Hard Earned’: the not so hidden message of ‘Bowtime’
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 artefact bankers Barthes beer and cider beverage bow and arrow Bowtime 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 genre and narrative genre clash genre presentational rhetoric graft grimy heroes highlight Humour in genre Hybrid genre presentational iconic ideology image masculine discourse media texts myth of Englishness mythologies narrative sells O’Shaughnessy personal taste persuaded pint of Strongbow Preventing Misunderstanding Promoting a Reward promoting the myth Propp’s pub culture purchase the product sells cider Semiology signifieds situation Smith and Bell sociocultural knowledge sociocultural practices speaker’s stereotype strap line Strongbow advertisements Strongbow campaign subgenre symbolise target audience television advertising genre textual analysis UK’s unsung grafter’s Variations in personal verbal rhetoric viewer whilst workers workmen