Applied Discourse Analysis: Popular Culture, Media, and by Arthur Asa Berger

By Arthur Asa Berger

This ebook, written in an obtainable sort and illustrated with drawings through the writer and with many different photographs, discusses the elemental rules of discourse thought and applies them to varied elements of pop culture, media and daily life. one of the subject matters it analyzes are pace courting, ads, jokes, language use, myths, fairy stories and fabric culture.

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Why was this tone adopted? What logical arguments and emotional appeals are made? What slogans are used? How are headlines used? What questions are asked and answered in the textual material? What is the style of the language used? What was this style used? Where can one by the products being sold? Do they cities where they are sold tell us anything? We have to recognize that the language used in ads for upscale fashion products is different from that used in advertisements for inexpensive ones.

There is more to meaning than patterns, children learning the meaning of words cannot stop there. For adults, words involve, in addition to patterns, a sometimes “rough and ready” explanation of these patterns . . Why do these things hang together the way they do (at least for people in our social group)? Gee then explains that because his theories are based on the practices of socioculturally defined collections of people, he will use the term cultural models—which he later casts off in favor of the term “discourse model,” because the word “culture” is so complicated and calls to mind so many different things and has so many different meanings.

She writes: Over the past ten years or so, brand strategy researchers have come to recognize the importance of brand communication in building and sustaining brand equity, the value attached to a brand name or log that supersedes product attributes and differentiates brands in the competitive arena . . The contribution of brand meanings and perceptions to profitability—the Coca Cola brand is valued at over $70 billion—testifies to the power of symbolic representation to capture the hearts and minds of consumers by means of visual, audio, and verbal signs.

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