Why it Sells: Decoding the Meanings of Brand Names, Logos, Ads, and Other Marketing and Advertising Ploys

Front Cover
Rowman & Littlefield, 2008 - Business & Economics - 211 pages
Advertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesi--an entertaining and insightful tour guide--decodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

What Is Advertising?
1
General Techniques and Strategies
29
Brand Names
53
Logos
77
LanguageBased Techniques
95
Art
117
The Meanings of Ads
135
Marketing
155
Advertising and Society
175
Glossary
195
References
199
Further Reading
203
Online Resources
205
Index
207
About the Author
211
Copyright

Other editions - View all

Common terms and phrases

About the author (2008)

Marcel Danesi is professor of anthropology, semiotics, and communication theory at the University of Toronto. His books include My Son Is an Alien: A Cultural Portrait of Today's Youth and Cool: The Signs and Meanings of Adolescence, and he is the editor-in-chief of Semiotica.

Bibliographic information