As European business ties develop, how are they reflected in the
way companies promote themselves? And as our sense of group
identity is broken down by global communications technologies, how
do adverts continue to target mass audiences? This volume stands
alone as the first structured assessment of the impact of
advertising, in terms of both culture and business across the
national boundaries of Europe. It considers the successes and
failures of several strategic marketing plans from across Europe,
and describes stylistic and persuasive qualities of specific
promotional texts. Advertisers have long been aware of the need to
target specific groups of consumers and to appeal to them precisely
in terms of their sense of membership to groups. Our
post-industrial society is characterized by greatly altered work
and leisure patterns as well as a weakening of national and
communal frameworks for collective identity. Theories relating to
identity not only reflect, but actively make use of such concerns.
As a part of our everyday lives, the advertising considered looks
at - but is not limited to - explicit inducements to buy products.
Rather it considers all promotional texts designed to inform and
persuade. With examples from Scandinavia to the Iberian Peninsula,
the contributors also explore the different constructions of
regional, national, social and sexual identities exploited by
advertisers to render their messages effective. As a result, the
book will be of relevance not only to those concerned with
marketing but to all scholars of media studies, language, cultural
and gender studies.
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