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Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. GrowAdvertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Joanna L. Jenkins Dan AugustineAdvertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Joanna L. Jenkins Dan AugustineAdvertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Marcel JenningsAdvertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Advertising Creative: Strategy, Copy, and Design
by Tom Altstiel Jean M. Grow Marcel JenningsAdvertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan
by Keiko TanakaKeiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countries. The book provides a compelling analysis of the language of advertising, and an exploration of Relevance Theory that will be of interest to scholars in many fields.
Advertising Theory (Routledge Communication Series)
by Shelly Rodgers Esther ThorsonAdvertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Advertising to Children on TV: Content, Impact, and Regulation
by Barrie Gunter Caroline Oates Mark BladesConcern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
Advice in Conversation: Corpus Pragmatics Meets Mixed Methods (Elements in Pragmatics)
by Carita Paradis Nele Põldvere Rachele De FeliceThis Element is a contribution to a new generation of corpus pragmatics research by taking as its starting point the multifaceted nature of speech acts in conversation, and by adopting a mixed-methods approach. Through a unique combination of theoretical, qualitative, quantitative, and statistical approaches, it provides a detailed investigation of advice-giving and advice uptake in relation to (i) the range of constructions used to give advice in different discourse contexts and at different points in time, and (ii) their interaction with dialogic and social factors of advice uptake as key components of frames of advice exchanges in natural conversation. Using data from the London-Lund Corpora of spoken British English, the Element shows, firstly, that there are systematic differences in advising between discourse contexts over the past half a century, and, secondly, that who gave the advice and how they did it are the strongest predictors of the advisee's response. This title is also available as Open Access on Cambridge Core.
The Advice King Anthology: The Advice King Anthology
by Chris CroftonSince the fall of 2014, The Advice King has been one of the most widely read sections of alt-weekly the Nashville Scene. The Advice King Anthology contains the best of those columns, with new In-the-Meantime notes, a new introduction, and a foreword by writer Tracy Moore. If you are looking for traditional advice, this might not be the book for you. But if you care to find the incendiary, subversive, and hilarious alongside actual thoughts about addiction, depression, gentrification, politics, poetry, music, economic policy, living in New Nashville, and (inevitably) romance, the Advice King has much to offer.
Advice to the Writer
by Stephen KochFrom Stephen Koch, former chair of Columbia University's graduate creative writing program, comes essential and practical advice drawn from The Modern Library Writer's Workshop. With nearly thirty years of teaching experience, Stephen Koch has earned a reputation as an astute and benevolent mentor; and with Advice to the Writer, his lucid observations and commonsense techniques have never been more accessible. Here Koch dispenses sound guidance for those moments when the muse needs a little help finding her way: in "Shaping the Story," he untangles plot; in "Working and Reworking," he explains the most teachable (yet least often taught) of all writerly skills: revision; and in "The Story of the Self," he delves into autobiography. Featuring handpicked commentary from some of our greatest authors, Advice to the Writer is a unique introduction to this maddening and intoxicating pursuit. Praise for Stephen Koch's The Modern Library Writer's Workshop "An extraordinarily comprehensive and practical work by a master craftsman and a master analyst of the craft."--Madison Smartt Bell, author of All Souls' Rising and Anything Goes "Stephen Koch was my teacher long ago. Now he is everyone's teacher, indelibly. This is a book not just for the beginning writer but for every writer."--Martha McPhee, author of the National Book Award nominee Gorgeous Lies "The Modern Library Writer's Workshop is a treasure trove of wisdom, both immensely practical and philosophical, entertaining and thought-provoking. Koch takes us inside the writing process, and it is impossible not to emerge transformed."--Joanna Hershon, author of Swimming
Advice to Writers: A Compendium of Quotes, Anecdotes, and Writerly Wisdom from a Dazzling Array of Literary Lights
by Jon WinokurJon Winokur, author of the bestselling The Portable Curmudgeon, gathers the counsel of more than four hundred celebrated authors in a treasury on the world of writing. Here are literary lions on everything from the passive voice to promotion and publicity: James Baldwin on the practiced illusion of effortless prose, Isaac Asimov on the despotic tendencies of editors, John Cheever on the perils of drink, Ivan Turgenev on matrimony and the Muse. Here, too, are the secrets behind the sleight-of-hand practiced by artists from Aristotle to Rita Mae Brown. Sagacious, inspiring, and entertaining, Advice to Writers is an essential volume for the writer in every reader.
Advising in Language Learning: Dialogue, Tools and Context
by Jo Mynard Luke CarsonAdvising in Language Learning (ALL) brings together examples of advising practice and research from various international contexts in a fast-developing field. A theoretical model based on constructivism and sociocultural theory (the "Dialogue, Tools and Context Model") is proposed and supported thoughout the book, as each of the contributions focuses on one or more areas of the model. In this volume the editors set out the general aims and understandings of the field, illustrating the innovative manner in which advisors around the world are working with learners and researching the practice of ALL.
Advocacy And Opposition: An Introduction To Argumentation, Seventh Edition
by Karyn Charles Rybacki Donald Jay RybackiAdvocacy and Opposition: An Introduction to Argumentation presents a comprehensive and practical approach to argumentation and critical thinking for the beginner who needs to construct and present arguments on questions of fact, value, and policy. Advocacy and Opposition offers a theoretical view of the nature of argument in our society, a discussion of arguing as a form of communication, and a focus on how arguments are created using the Toulmin model of argument. By blending traditional and contemporary views on the nature of argument (including multicultural perspectives on the purpose and process of argument, ethics, and values), Advocacy and Opposition makes students more aware of both the development of theory and practice, providing a well-rounded approach to their study of argumentation.
Advocacy and Policy Change for Undocumented Student Success: Critical Readings and Testimonios
by Enrique G. Murillo Sharon Velarde PierceAdvocacy and Policy Change for Undocumented Student Success is a compelling exploration of the undocumented student experience in America, offering a deep dive into the advocacy, education, and systemic challenges faced by undocumented communities.Compiling the most significant work in the field in terms of its contributions to research and professional practice, this volume uncovers the historical struggles and triumphs of undocumented students and their families in their quest for educational access and equity. From pivotal legal milestones to personal narratives of resilience and adversity, this collection paints a comprehensive picture of the ongoing battle against legal and societal barriers. It delves into the mental health impacts of living undocumented and presents innovative strategies and policy reforms aimed at bridging the gap between harsh realities and hopeful aspirations. A clarion call to action, this volume is an invitation to join the fight for a more equitable and inclusive society, recognizing the vital contributions of undocumented individuals and advocating for systemic change.Advocacy and Policy Change for Undocumented Student Success is a must-have resource for graduate students and researchers in Educational Leadership and Policy, Multicultural Education, and Teacher Education. It will also be an important reading for educational leaders, teachers, counselors, administrators, and organizations that share a common interest in and commitment to the educational issues that impact undocumented students and their families.
Advocacy for Social and Linguistic Justice in TESOL: Nurturing Inclusivity, Equity, and Social Responsibility in English Language Teaching (Routledge Research in Language Education)
by Christine E. Poteau Carter A. WinkleRecognizing the need for increased social justice in the fields of TESOL and English Language Teaching (ELT) globally, this volume presents a range of international case studies and empirical research to demonstrate how English language instruction can promote social and linguistic justice through advocacy-oriented pedagogies and curricula. Advocacy for Social and Linguistic Justice in TESOL adopts a critical, and evidence-based approach to identifying effective practice in ensuring inclusive and equitable learning and teaching. Chapters address emergent issues including heritage language and L1 attrition, teacher and learner identity, and linguistic colonialism, as well as wider issues such as global citizenship and human rights. Focus is placed on empowering both educators and learners as advocates of social justice and consideration is also given to how social responsibility can be supported through enhanced teacher preparation and professional development. Making a timely contribution at the intersection of advocacy, social justice, and English language teaching, this book will be key reading for postgraduate researchers, scholars, and academics in the fields of TESOL and ELT, as well as language education, applied linguistics, and the sociology of education more broadly. English language teachers and practitioners will also find this volume of interest.
Advocacy in English Language Teaching and Learning
by Heather A. Linville James WhitingAppropriate for those new to the topic and established scholars, this holistic text examines the nexus of advocacy and English-language teaching, beginning with theories of advocacy, covering constraints and challenges in practice, and offering a range of hands-on perspectives in different contexts and with different populations. Bringing together wide-ranging and diverse viewpoints in TESOL, this volume examines the role of advocacy through a social justice lens in a range of contexts, including K-12 classrooms and schools, adult and higher education settings, families and communities, and teacher-education programs and professional organizations. Advocacy in English Language Teaching and Learning offers readers a deeper understanding of what advocacy is and can be, and gives teacher candidates and educators the tools to advocate for their students, their families and communities, and their profession.
Advocacy Research in Literacy Education: Seeking Higher Ground
by Meredith Rogers Cherland Helen HarperThis book reviews what the authors term advocacy research in literacy education-research that explicitly addresses issues of social justice, equity, and democracy with the distinct purpose of social transformation. It surveys what educational researchers who are working for social justice have accomplished, describes current challenges, and outlines future possibilities. The first section maps the terrain of advocacy research in literacy education. The authors group this large and expanding body of research into four categories: Critical Literacy(ies); Radical Counternarratives in Literacy Research; Literacy as Social Practice; and Linguistic Studies. Each chapter describes the research area, traces its history, provides example studies, and assesses the contributions of research to advocacy work now and potentially in the future. The second section provides a deeper consideration of challenges to the field of advocacy research and suggests future directions for research and scholarship; this section reflects the need to complicate and trouble the terms and relations between and among social justice, ethics, democracy, freedom, and literacy. As a whole, this book is a response to the current popular understandings of literacy education that limit the efficacy of advocacy work in these troubled times-understandings that support the proliferation of standardized testing, teacher testing, and scripted lessons and programs, along with the privileging of particular forms of research. Intended for those who work or soon will work in literacy education-students, teacher educators, researchers, and practitioners-this book represents the authors' belief that it is time for advocacy workers to strengthen and intensify their efforts to promote the most principled, effective literacy education for democratic life. It is their hope that this book will contribute to such an effort.
The Advocate: A Novel
by Charles Heavysege Douglas LochheadThe Advocate, an historical melodramatic romance in prose, which makes use of English and French antagonisms in Lower Canada.
Advocating for Sociolinguistic Justice in the United States: Empowering Spanish-speaking Communities (Routledge Studies in Sociolinguistics)
by Pellicia, Michelle F. Ramos Patricia MacGregor-Mendoza Mercedes Niño-MurciaThis collection focuses on social awareness and critical language awareness with the goal of enlightening and empowering multilingual and multicultural communities across the U.S.Each chapter brings to light the trauma, gaps in services and misguided societal perceptions that adversely impact communities whose linguistic and cultural background and/or status as migrants place them in vulnerable situations. In doing so, the authors and editors demonstrate how an increased awareness of diverse communities’ linguistic and cultural wealth can be leveraged to build strength and resilience in order to overcome physical, verbal or symbolic violence and provide remedies for inequities in educational, medical, and legal contexts.Showcasing discussions of the intersectionality and contexts in which language, power, migration, and the cultural funds of knowledge of minoritized communities interact, this volume will be of interest to students, scholars, and educators in sociolinguistics, applied linguistics, and language education.
Advocating Weapons, War, and Terrorism: Technological and Rhetorical Paradox (RSA Series in Transdisciplinary Rhetoric #9)
by Ian E. HillTechnē’s Paradox—a frequent theme in science fiction—is the commonplace belief that technology has both the potential to annihilate humanity and to preserve it. Advocating Weapons, War, and Terrorism looks at how this paradox applies to some of the most dangerous of technologies: population bombs, dynamite bombs, chemical weapons, nuclear weapons, and improvised explosive devices.Hill’s study analyzes the rhetoric used to promote such weapons in the nineteenth and twentieth centuries. By examining Thomas R. Malthus’s Essay on the Principle of Population, the courtroom address of accused Haymarket bomber August Spies, the army textbook Chemical Warfare by Major General Amos A. Fries and Clarence J. West, the life and letters of Manhattan Project physicist Leo Szilard, and the writings of Ted “Unabomber” Kaczynski, Hill shows how contemporary societies are equipped with abundant rhetorical means to describe and debate the extreme capacities of weapons to both destroy and protect. The book takes a middle-way approach between language and materialism that combines traditional rhetorical criticism of texts with analyses of the persuasive force of weapons themselves, as objects, irrespective of human intervention. Advocating Weapons, War, and Terrorism is the first study of its kind, revealing how the combination of weapons and rhetoric facilitated the magnitude of killing in the nineteenth and twentieth centuries, and illuminating how humanity understands and acts upon its propensity for violence. This book will be invaluable for scholars of rhetoric, scholars of science and technology, and the study of warfare.
Aemilia Lanyer as Shakespeare’s Co-Author (Routledge Studies in Shakespeare)
by Mark BradbeerThis book presents original material which indicates that Aemilia Lanyer – female writer, feminist, and Shakespeare contemporary – is Shakespeare’s hidden and arguably most significant co-author. Once dismissed as the mere paramour of Shakespeare’s patron, Lord Hunsdon, she is demonstrated to be a most articulate forerunner of #MeToo fury. Building on previous research into the authorship of Shakespeare’s works, Bradbeer offers evidence in the form of three case studies which signal Aemilia’s collaboration with Shakespeare. The first case study matches the works of "George Wilkins" – who is currently credited as the co-author of the feminist Shakespeare play Pericles (1608) – with Aemilia Lanyer’s writing style, education, feminism and knowledge of Lord Hunsdon’s secret sexual life. The second case-study recognizes Titus Andronicus (1594), a play containing the characters Aemilius and Bassianus, to be a revision of the suppressed play Titus and Vespasian (1592), as authored by the unmarried pregnant Aemilia Bassano, as she then was. Lastly, it is argued that Shakespeare’s clowns, Bottom, Launce, Malvolio, Dromio, Dogberry, Jaques, and Moth, arise in her deeply personal war with the misogynist Thomas Nashe. Each case study reveals new aspects of Lanyer’s feminist activism and involvement in Shakespeare’s work, and allows for a deeper analysis and appreciation of the plays. This research will prove provocative to students and scholars of Shakespeare studies, English literature, literary history, and gender studies.
Aeneas Takes the Metro: The Presence of Virgil in Twentieth-century French Literature
by Fiona Cox"This study traces Virgil's journey through twentieth-century France by examining his profile in the works of Gide, Aragon, Valery, Pagnol, Klossowski, Butor, Simon and Pinget, and by looking at how their Virgilian appropriations complement and modify current readings of the ""Aeneid"" and other works. His presence in these works provides insights not only into modern French culture but into the Virgilian oeuvre itself. This process of mutual illumination is highlighted in Cox's argument by theories of intertextuality and dialogism. Although Virgil's presence in French literature is characterized by its focus on exile and uncertainty, Cox's study reaffirms the multivalency of this great European poet and his continuing relevance at the turn of the millennium."
The Aeneid (SparkNotes Literature Guide Series)
by SparkNotesThe Aeneid (SparkNotes Literature Guide) by Virgil Making the reading experience fun! Each SparkNote gives you just what you need to succeed in school with:*Summaries of every chapter and thorough Analysis *Explanation of the key Themes, Motifs, and Symbols *Detailed Character Analysis *Key Facts about the Work *Author's Historical Context *Identification and explanation of Important Quotations *A 25-question review Quiz, Study Questions and Essay Topics to help you prepare for papers and testsGet your A in Gear with SparkNotes
The Aeneid
by VirgilThe Aeneid recounts the story of Rome's legendary origins from the ashes of Troy and proclaims her destiny of world dominion. This optimistic vision is accompanied by an undertow of sadness at the price that must be paid in human suffering to secure Rome's future greatness. The tension between the public voice of celebration and the tragic private voice is given full expression both in the doomed love of Dido and Aeneas, and in the fateful clash between the Trojan leader and the Italian hero. Translated by Stanley Lombardo.