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Advertising as Communication (Studies in Culture and by Gillian Dyer

By Gillian Dyer

Advertisements is a kind of communique that consistently impinges on our day-by-day lives, but we're frequently blind to its extra refined type of persuasion, or of the level to which it manipulates our (consumer) tradition. This ebook units out to check ads as a kind of conversation in modern society and likewise areas it in its wider cultural and financial context.

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Take them to your meat dealer’. Food ads invariably provided hints and recipes to make rationed food go further. Housewives were instructed how to make cakes without eggs, to make one rasher of bacon go round the whole family, to save gas and electricity in their cooking and to cook emergency meals for a hundred people in an air-raid shelter! Since women were so vital to the economy outside, as well as inside, the home during the war, their advertising images underwent a fundamental change. Instead of being shown as passive consumers mainly interested in their appearance and the shine on their furniture, women in wartime ads were depicted more realistically as bus drivers, factory workers and air-raid wardens, thus reflecting their dual roles as workers and as mothers and wives.

But the advertising of patent medicines still gave cause for concern. The advertising industry, mindful of its reputation, decided to clean up or throw out some of its more dubious associates. In both America and Britain, legislation was passed during the subsequent decade, designed to curtail or ban misleading and dangerous advertisements, especially those for drugs and patent medicines. The home front Nevertheless, the Second World War provided the advertisers of tonic wines, aspirins and bed-time drinks with a field day.

153). Newspaper editors must have been influenced by the many street posters to be found lining the streets of Victorian England, and also by the introduction of illustrated advertisements in the magazines from the 1880s onwards. Some of these ads would look crude to us today but others established features which are still used. One rather stilted technique was the inclusion of the name of a product or a slogan into the drawing of the people or the setting in the ad itself. So there were many ads where the lettering ran along the edge of a table cloth or along the bottom of curtains and the product’s name could even be found printed on the bare chest of a woman.

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