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Advertising and Identity in Europe (PB)
The I of the Beholder
Out of Print
Price £21.50, $28.50
ISBN 9781841508702
Paperback 160 pages

Published January 2003
Imprint: Intellect
Chapter Titles     |      Comments

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 is the first analysis of the impact of adverstising, in terms of culture and of business, across the national boundaries of Europe. With examples from Siberia to the Iberian Peninsula, chapters explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. They also consider the successes and failures of several Europe-wide strategic marketing plans, and describe stylistic and persuasive qualities of specific promotional texts.
Advertising and Identity in Europs will be of relevance to those concerned with marketing and to all scholars of media studies, language, and cultural studies.



Cristina Água-Mel is a postgraduate student at the University of Birmingham. She is presently working on a PhD on Portuguese Advertising Language, with particular reference to cultural and national representations. Her interests include textual and visual representations in contemporary advertising, as well as teaching materials in the area of Portuguese

Doctor in Economics from the University of Valencia, Enrique Bigné is currently Professor of Marketing at the Jaume I University, Castellón, Spain. He has published more than 60 papers in international and Spanish academic journals and seven books. He is a member of the editorial board of several journals. He was Dean of the Faculty of Economics and Business Administration at the University of Valencia (1992-1995) and Head of the Department of Management and Marketing at the Jaume I University (1998-1999). His field of research are advertising, international marketing, tourism marketing, service marketing and strategic marketing. He is a member of the American Marketing Association, Academy of Marketing Science and European Marketing Academy.

Helena Buffery is a lecturer at the University of Birmingham in the Department of Hispanic Studies, focusing on translation studies and contemporary Hispanic theatre and performance. Honorary Secretary of the Anglo-Catalan Society, she wrote her doctoral thesis on the translation of Shakespeare into Catalan and continues to centre her research on issues of canon, reception and translatability.

Jackie Cannon is a Senior Lecturer in Spanish at Oxford Brookes University. Since completing her Masters course in International Trade at the University of Murcia (Spain), she has been interested in business development in Spain and the image of Spanish products and their marketing. Her teaching and research responsibilities include a range of areas relating to the business context in Spain and she is Course Leader for the MA in European Business, Culture and Languages.

Mike Crompton is a senior lecturer in Spanish at Manchester Metropolitan University. His research and developmental interests include interactive Internet materials, modernist Spanish literature, contemporary television advertising, and classical rhetoric. With R. McAlea he is working on an analysis of the literary and forensic rhetoric in Lorca's Romancero gitano.

Béatrice Damamme-Gilbert is a senior lecturer in the Department of French Studies at the University of Birmingham. She teaches and publishes in the area of French discourse and stylistics, both literary (Julien Gracq) and non-literay (press and advertising). She is currently writing a book on time, memory and the city in three contemporary French writers: Gracq, Modiano and Le Clézio.

Sandi Michele de Oliveira is an Associate Professor at the University of Copenhagen. Her principal areas of investigation include politeness, address forms, gender, speech act conditionals and the presentation of self. Her current research examines personal and social identity in two towns on the Luso-Spanish border.

Professor David Head works at the University of Northumbria at Newcastle, where he is Head of the School of Modern Languages. He is the author of "Made in Germany": the corporate identity of a nation (Hodder & Stoughton) and co-author of Harrap's German Business Management Dictionary. His main current research interests are: country-of-origin advertising in an era of globalization; Anglo-German perceptions and misperceptions; the impact of Germany on the UK (in business, sport, culture and language); the business interface between Germany and Britain; academic management.

Raymund McAlea graduated from Manchester Metropolitan University with a degree in Modern Languages and Literature in 1981. He currently works at Liverpool College. He completed an M.A. in Latin American Studies and has researched the use of rhetoric in advertising with Mike Crompton. At present they are conducting research into Spanish poetry.

Yvonne McLaren is a lecturer in the School of Languages, Heriot-Watt University, Edinburgh. Her research interests lie mainly in the field of text linguistics, particularly contrastive text linguistics, and in the study of various types of corporate documentation, notably promotional brochures. She was recently awarded a PhD for her thesis entitled Text Strategy as an Interactional Feature in the Corporate Brochure: An English-French Contrastive Textology.

Nickianne Moody is principal lecturer in Media and Cultural Studies at Liverpool John Moores University. She is convenor for the Association for Research in Popular Fictions and has edited several collections in that field. Her current research is an oral history of the Boots Booklovers Library and an analysis of representations of plague across different popular media during the nineteenth and twentieth centuries.

Hugh O'Donnell is Reader in Language and Media at Glasgow Caledonian University. His main interests lie in the comparative analysis of popular cultural products in Western Europe, and he has published widely on mediated sport, soap operas and representations of monarchy. He is the editor of the International Journal of Iberian Studies.

Patricia Odber de Baubeta was an undergraduate of the University of Glasgow, and received her doctorate from the same University. She has taught in Birmingham since 1981. Dr Odber has published books and articles on Medieval Portuguese Literature and Ecclesiastical History; Contemporary Portuguese Literature; Portuguese and Spanish Sociolinguistics (in particular the language of advertising); the Uruguayan short story; Translation Theory and Practice, as well as fairy tales (in literature and advertising). She is currently researching Portuguese literature in English translation, aspects of advertising and the Latin American short story.

Robin Warner lectures in Spanish and Portuguese in the Department of Hispanic Studies at the University of Sheffield. He has publications (on writers in both languages) in the field of modern theatre, poetry and narrative. His current research area is the application of discourse studies to a range of socio-cultural topics.

Anne White teaches in the Department of Modern Languages, University of Bradford, and is director of the department's MA courses in European Media and Cultural Studies. An enthusiastic consumer of popular fiction, television and film, she has published on aspects of all three and is currently working on an AHRB-funded project based at the National Museum of Film, Photography and Television, examining changing constructions of masculinity in television advertising.

Chapter titles
Image and Spanish Country of Origin Effect   - Page 5
Supra-Nationality and Sub-Nationality in Spanish..   - Page 18
'Danes don't tell Lies'   - Page 26
Rhetorical Devices in Television Advertising   - Page 32
Voices with or without Faces   - Page 42
What makes a Promotional Brochure Persuasive?   - Page 51
This is your Lifestyle   - Page 64
The Dull, the Conventional and the Sexist   - Page 76
Spreading the Word and Sticking Your Tongue Out   - Page 85
Discovering Advertising   - Page 93
Whose Prize is it Anyway?   - Page 101
Nation and Nostalgia   - Page 112
Between the Modern and the Postmodern   - Page 121
Fools, Philosophers and Fanatics   - Page 127
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