Advertising and Identity in Europe: The I of the Beholder

Preliminaries......Page 2
Contents......Page 4
Acknowledgements......Page 6
Preface......Page 8
1 Image and Spanish Country of Origin Effect......Page 12
2 Supra-Nationality and Sub-Nationality in Spanish Advertising......Page 25
3 ‘Danes don’t tell lies’: On the Place of ‘Made In’ Advertising in a Post- National Trading Environment......Page 33
4 Rhetorical Devices In Television Advertising......Page 39
5 Voices with or without Faces: Address and Reader Participation in Recent French Magazine Advertising......Page 49
6 What makes a Promotional Brochure Persuasive?: A Contrastive Analysis of Writer Self-reference in a Corpus of French and English Promotional Brochures......Page 58
7 This is your Lifestyle: Self-Identity and Coherence in some English and Spanish Advertisements......Page 71
8 The Dull, the Conventional and the Sexist: Portuguese Wine Advertising......Page 83
9 Spreading the Word and Sticking Your Tongue Out: The Dual Rhetoric of Language Advertising in Catalan......Page 92
10 Discovering Advertising......Page 100
11 Whose Prize is it Anyway?: Press Coverage of the 1998 Nobel Prize-Winner for Literature......Page 108
12 Nation and Nostalgia: The Place of Advertising in Popular Fictions......Page 119
13 Beyond the Modern and the Postmodern: European Soap Operas and their Adverts......Page 128
14 Fools, Philosophers and Fanatics: Modes of Masculinity in World Cup-Related Advertising......Page 137