The Multimodal Analysis of Television Commercials
Реклама. ООО «ЛитРес», ИНН: 7719571260.
Оглавление
AA.VV. The Multimodal Analysis of Television Commercials
Отрывок из книги
The Multimodal Analysis of Television Commercials
BARRY PENNOCK-SPECK AND MARÍA MILAGROS DEL SAZ-RUBIO, EDS.
.....
Estrella Damm 2012 (Length: 3 minutes, fifty seconds)
This is the Catalan brand of beer par excellence. The Serra de Tramuntana campaign involved ads of varying lengths. The long version showcases the singularity of the content to a greater extent than the shorter versions. The ad is intended to build up an association between the values of Mediterranean culture and beer. In other words, it is a kind of vindication of the culture and lifestyle of the Mediterranean. Thus, recourse is made to a wide variety of stereotyped clichés regarding Mediterranean culture. First, because the story unfolds on a very specific Mediterranean location, that is, the island of Mallorca and at a very specific point on the island, the Serra de Tramuntana. At the same time it seems to rule out the possibility that similar things might occur in Turkey, Israel and Morocco.
.....