The dominance of advertising in everyday life carries potent
cultural meaning. As a major force in the rise of "image based
culture," advertising spreads images that shape how people live
their lives. While scholarship on visual images has advanced our
understanding of the role of advertising in society, for example in
revealing how images of extremely thin female models and athletic
heroes shape ideals and aspirations, images circulated through
lagnuage codes--or "verbal images"--in advertising have received
less attention. Imaging in Advertising explores how the verbal and
visual work together to build a discourse of advertising that
speaks to audiences and has the power to move them to particular
thoughts and actions. In this book, Fern L. Johnson presents a
series of case studies exploring important advertising
images--racial connotations in cigarette advertising,
representations of cultural diversity in teen television
commercials, metaphors of the face appearing in ads for skin care
products, language borrowed from technology to sell non-technology
products, and the illusion of personal choice that is promoted in
many Internet web sites. Johnson argues that examining the
interplay of verbal and visual images as a structured whole exposes
the invase role of advertising in shaping culture in 21st century
America.
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