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Styles and stylistic elements in advertising george rossolatos

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Styles and stylistic elements in advertising George Rossolatos http://grossolatos.blogspot.com/

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An overview of styles and stylistic elements in advertising George Rossolatos ( [email_address] , www.grossolatos.com ) 24-10-2011
W hat is the purpose of advertising? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is style? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why style matters in advertising? ,[object Object],[object Object],[object Object],[object Object]
Why style matters in advertising? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Does style affect meaning? ,[object Object],[object Object],[object Object]
What is style as structure? ,[object Object],[object Object]
Why surface structure elements of an ad narrative are important in shaping brand meaning? ,[object Object],[object Object],[object Object],[object Object]
W hat is the relationship between style of advertising execution, behavioral responses and attitudinal shifts? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ADVERTISING STYLES
Key ad execution stylistic typologies (I) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key ad execution stylistic typologies (I) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key stylistic typologies (III) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key stylistic typologies (IV) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Betty Crocker’s changing «iconic sign» over the years in tandem with changing fashion codes / social stereotypes
«Mac/PC» brand personification Danesi, Brand Image The «PC vs Mac» campaign is a striking example of Saussure’s position that langue is a system made of differences and oppositions; P.Kotler «brands do not compete in a void»
Pros and cons of each stylistic typology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pros and cons of each stylistic typology ,[object Object],[object Object],[object Object],[object Object],[object Object]
W hat is the relationship between style of advertising execution and attitudinal shifts? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
STRUCTURAL STYLISTIC ELEMENTS IN ADVERTISING
Intended effects of different stylistic registers (modalities) ,[object Object],[object Object],[object Object],[object Object],[object Object]
What are the key stylistic elements in an ad execution? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are the key structural components of advertising style? Schmitt et al, Mktng Aesthetics
«Rules of thumb» regarding the effects of key structural components of advertising style- Visual signs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rhetorical figures as stylistic elements in advertising – aids to ad/brand recall ,[object Object],[object Object],[object Object],[object Object]
Verbal signs - Indicative rhetorical figures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Verbal signs - Indicative rhetorical figures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Styles and stylistic elements in advertising george rossolatos

  • 1. An overview of styles and stylistic elements in advertising George Rossolatos ( [email_address] , www.grossolatos.com ) 24-10-2011
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  • 15. Betty Crocker’s changing «iconic sign» over the years in tandem with changing fashion codes / social stereotypes
  • 16. «Mac/PC» brand personification Danesi, Brand Image The «PC vs Mac» campaign is a striking example of Saussure’s position that langue is a system made of differences and oppositions; P.Kotler «brands do not compete in a void»
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  • 23. What are the key structural components of advertising style? Schmitt et al, Mktng Aesthetics
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