Evaluation in Advertising Reception

Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.

The book offers a new perspective for advertising studies by locating itself within the context of both reception studies and discourse analysis. Bullo offers an innovative approach to explaining the construction of evaluative stance in advertising reception and also successfully reveals the delicate complexity of sense-making discourse. this book can be highly recommended to scholars interested in reception studies, discourse analysis, advertising practices and evaluation studies in general. (Zhang Daqun, Discourse Studies, Vol. 18 (3), June, 2016)

Autorentext

Stella Bullo is Lecturer in Linguistics at Manchester Metropolitan University, UK. Her research interests include critical discourse analysis, Systemic Functional Linguistics and Appraisal theory, language and representation, and advertising and discourse.

Inhalt

1. Introduction: Researching Reception and Discourse 2. Reception, Language and Sense-making 3. Investigating Evaluation Advertising Reception 4. Appraisal and Social Cognition in Advertising Reception 5. Implications for a Theory of Evaluation in Advertising Reception