VISUAL ANALYSIS OF ABSOLUT VODKA: THE CAMPAIGN OF INGENIOUS CREATIVITY
作者: Shema Bukhari
刊名: Asian Journal Of Social Sciences & Humanities, 2016, Vol.5 (4)
来源数据库: Leena and Luna International Pvt Limited
关键词: Critical discourse analysisVisual analysisCodingEncodingAlcoholic advertisementConsumer
原始语种摘要: This study examines the advertisement techniques used by alcoholic drinks, especially Absolut Vodka, as this brand presents a unique amalgamation of creativity and the successful execution of their objectives, while carefully considering the culture and social norms of the target audience. The idea is to attract the consumers by applying simple but effectively varied approaches. Here, the study aims at analysing the print media ads, therefore, the use of Critical Discourse Analysis (CDA) as presented by Norman Fairclough, Stuart Hall and Kress & van Leeuven. Fairclough was more concerned with a 3D model, also Stuart Hall’s approach of coding and encoding is used to establish the framework for print ads. The visual analysis tools of Kress and Van Leeuven will be used. These combined...
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关键词翻译
关键词翻译
  • advertisement 广告
  • attract 吸引
  • discursive 推论的
  • concerned 有关
  • discourse 会谈
  • elaboration 加工
  • audience 听众
  • analysis 分析
  • Vodka 伏特加<俄得克、俄斯克>酒
  • coding 编码