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Overview

advertising appeal

The rhetorical modes of persuasion underlying the implicit psychology of advertisements. Distinctive appeals contribute to brand positioning. For analytical purposes, ad appeals are often ...

advertising appeal

advertising appeal   Quick reference

A Dictionary of Business and Management (6 ed.)

Reference type:
Subject Reference
Current Version:
2016
Subject:
Social sciences, Business and Management
Length:
44 words

... appeal The central theme or idea behind an advertising message. Essentially its purpose is to tell potential buyers what the product offers and why the product is or should be appealing to them. To be meaningful, the appeal must be distinctive and...

advertising appeal

advertising appeal  

Reference type:
Overview Page
Subject:
Media studies
The rhetorical modes of persuasion underlying the implicit psychology of advertisements. Distinctive appeals contribute to brand positioning. For analytical purposes, ad appeals are often broadly ...
advertising appeals

advertising appeals   Quick reference

A Dictionary of Media and Communication (3 ed.)

Reference type:
Subject Reference
Current Version:
2020
Subject:
Media studies
Length:
189 words

.... Most advertising appeals are one-sided messages . Appeals may also be related to Maslow’s hierarchy of needs . Advertising campaigns are designed around particular appeals—often encapsulated in a product slogan . See also advertising formats ; affiliative appeals ; appeal ; covert appeals ; ego appeals ; emotional appeals ; fear appeals ; guilt appeals ; image-oriented advertising ; information appeals ; negative appeals ; overt appeals ; persuasive appeals ; positive appeals ; price appeals ; product-oriented advertising ; ...

48 The History of the Book in America

48 The History of the Book in America   Reference library

Scott E. Casper and Joan Shelley Rubin

The Oxford Companion to the Book

Reference type:
Subject Reference
Current Version:
2010
Subject:
History, Social sciences
Length:
13,059 words
Publisher:
Oxford University Press
Illustration(s):
1

...notably the magazine that began as Norton’s Literary Advertiser ( 1851 ) and became * Publishers Weekly ( 1873 ). Advertising was promoted through *publisher’s list s and catalogues, with *posters and flyers for new books, and in newspapers and periodicals. From the 1850s , the major firms’ own general-interest magazines (such as Harper’s New Monthly Magazine and Putnam’s Monthly ) became important venues for reviewing and advertising their books. Books were distributed by express companies and the US postal system, which maintained special rates for...

18 Theories of Text, Editorial Theory, and Textual Criticism

18 Theories of Text, Editorial Theory, and Textual Criticism   Reference library

Marcus Walsh

The Oxford Companion to the Book

Reference type:
Subject Reference
Current Version:
2010
Subject:
History, Social sciences
Length:
6,054 words
Publisher:
Oxford University Press

...from their originals. He was prepared both to diagnose errors that had, through many possible routes, entered the text and to make emendations with or without the MSS’ supporting authority. For Bentley, editorial choices, though informed by the documentary tradition, must advert to the sense of the text, as constrained by cultural and linguistic possibility: ‘to us reason and common sense are better than a hundred codices’ (note on Horace, Odes , 3. 27. 15). Bentley also contributed to New Testament editing, publishing Proposals for Printing a New...

14 Printed Ephemera

14 Printed Ephemera   Reference library

Michael Harris

The Oxford Companion to the Book

Reference type:
Subject Reference
Current Version:
2010
Subject:
History, Social sciences
Length:
7,085 words
Publisher:
Oxford University Press
Illustration(s):
1

...leisure and entertainment, and home life. The Encyclopedia of Ephemera originally compiled by Maurice Rickards , and edited and completed by Michael Twyman , offers a long alphabetical list made up of categories and describes, among other items, ‘Fly-paper’, ‘Quack advertising’, ‘Telephone card’, and ‘Zoëtrope strip/disc’ (an early method of creating the illusion of movement through revolving pictures). If the Encyclopedia does not define the field, at least it makes a heroic attempt at laying out an impressive range of representative samples and...

Viewing

Viewing   Reference library

An Oxford Companion to the Romantic Age

Reference type:
Subject Reference
Current Version:
2009
Subject:
History, modern history (1700 to 1945), Literature
Length:
6,051 words
Publisher:
Oxford University Press

...Skinner and Dyke, Phillips, Bryan, and Langford offered an antidote to a dearth of accessible art galleries in London. Auctions of art and other goods were scheduled with an eye to the London season, with the most important sales taking place between March and May. Firms advertising in the period commonly stressed the gentility of spectators attending their sales. The social stratification of the auction room was nicely summarized in comments made on the sale of the late Lord Bishop of Bristol's paintings in 1788 . One reviewer commended the fact that...

6 The European Printing Revolution

6 The European Printing Revolution   Reference library

Cristina Dondi

The Oxford Companion to the Book

Reference type:
Subject Reference
Current Version:
2010
Subject:
History, Social sciences
Length:
6,151 words
Publisher:
Oxford University Press
Illustration(s):
1

...Law supplied almost 15 per cent of the total, evenly divided between civil and canon law. Liberal arts (dialectic, grammar and philology, music, and rhetoric) accounted for almost 11 per cent; theology slightly more than 10 per cent; and liturgy almost 9 per cent. Ephemera (advertising, heraldry, practical astronomy and astrology, commerce, guides, documents pertaining to political and administrative life) supplied slightly more than 6 per cent of the total; history (including biography and hagiography) comprised more than 5 per cent, of which 51 per cent was...

Publishing

Publishing   Reference library

An Oxford Companion to the Romantic Age

Reference type:
Subject Reference
Current Version:
2009
Subject:
History, modern history (1700 to 1945), Literature
Length:
6,242 words
Publisher:
Oxford University Press

...into specialized commercial and technical functions. But the most important part of the guide is concerned not with London but with the provinces. For one of Pendred's main purposes was to provide the London trade with valuable information about how to exploit provincial *advertising and distribution networks. When he lists the forty-nine country *newspapers printed in thirty-four towns, he gives two crucial pieces of information: the names of the owners and the addresses of their London agents. Booksellers could thus place advertisements in the...

Design

Design   Reference library

An Oxford Companion to the Romantic Age

Reference type:
Subject Reference
Current Version:
2009
Subject:
History, modern history (1700 to 1945), Literature
Length:
6,178 words
Publisher:
Oxford University Press

...single manufacturer of Sheffield plate, Boulton sent out illustrated catalogues of his wares directly to his extensive network of agents throughout Europe. In 1774 Wedgwood produced his first catalogue (and the first in the ceramics trade) of Queen's Ware. He also took to *advertising and offered free carriage to all parts of the country, replacement for breakages and satisfaction guaranteed. He employed travelling salesmen throughout Europe and sent out boxes of samples on continental tours. To reinforce brand loyalty as well as to guard against inferior...

Folklore, Customs, and Civic Ritual

Folklore, Customs, and Civic Ritual   Quick reference

Charles Phythian-Adams

The Oxford Companion to Local and Family History (2 ed.)

Reference type:
Subject Reference
Current Version:
2009
Subject:
History, Local and Family History
Length:
6,037 words
Publisher:
Oxford University Press

...of the John Rylands University Library of Manchester , 73 (1991) ). Group customs may have had overt purposes like the election of guild officers or the parochial assertion of boundaries , but in doing so they also related individuals to wider social contexts by publicly advertising personal belonging to, or exclusion from, an established body (a congregation, a guild, a club, a regiment, or a family). The invocation of the supernatural through the swearing of an oath underlined the solemnity that marked admission to membership, and helps to explain,...

Psalms

Psalms   Reference library

C. S. Rodd and C. S. Rodd

The Oxford Bible Commentary

Reference type:
Subject Reference
Current Version:
2022
Subject:
Religion
Length:
62,266 words
Publisher:
Oxford University Press
Illustration(s):
3

...of an oath, or an appeal to the ‘higher court’ of the temple, find support in v. 1 with its ‘vindicate me’. A royal perspective finds foreign enemies or cultic opponents in the ‘strangers’ ( v. 3 ; NRSV emends to ‘the insolent’), ‘the ruthless’ ( v. 3 ), and ‘enemies’ ( v. 5 ), and supports this as the prayer of the king before battle or in a cultic drama by the appeal to God as personal saviour, and the covenant ‘faithfulness’ ( v. 5 ). Others more generally describe it as the lament, prayer, or complaint of an individual. From appeal ( vv. 1–2 ) the...

Matthew

Matthew   Reference library

Dale C. Allison, Jr. and Dale C. Allison, Jr.

The Oxford Bible Commentary

Reference type:
Subject Reference
Current Version:
2022
Subject:
Religion
Length:
49,867 words
Publisher:
Oxford University Press

...has also often been connected with the bread of the Lord's prayer, while ‘this is the blood of the covenant’ takes up Ex 24:8 and makes the act of Jesus resemble an act of Moses. The reference to ‘covenant’ might also allude to Jer 31:31 . ‘For many’ and ‘poured out’ probably advert to Isa 53:12 and so imply that Jesus in his death is the suffering servant of Isaiah. The connections with Ex 24:8 are perhaps particularly important. Mark and Luke make Jesus' last supper a Passover Seder. Jn 6 links the bread of the eucharist with the manna given to...

guilt appeals

guilt appeals  

Reference type:
Overview Page
Subject:
Media studies
A psychological and rhetorical strategy in persuasive communication such as advertising, classified as both emotional and negative, which seeks to arouse in the individual feelings of guilt which the ...
advertising discourse

advertising discourse  

Reference type:
Overview Page
Subject:
Media studies
1. In linguistics and discourse analysis, the ways in which different forms of language and various linguistic (and sometimes also visual and aural) techniques—are deployed within the advertising ...
advertising theme

advertising theme  

An advertising appeal used in several different advertisements to give continuity to an advertising campaign. For example, Visa credit cards are advertised as the “most widely accepted card”, while ...
negative appeal

negative appeal  

Reference type:
Overview Page
Subject:
Media studies
(advertising) A persuasive strategy that plays upon the consumer's anxieties and stresses what they would lose by not purchasing the product or service. See also advertising appeals; fear appeals; ...
fear appeals

fear appeals  

Reference type:
Overview Page
Subject:
Media studies
A psychological and rhetorical strategy in persuasive communication such as advertising that seeks to evoke a response of fear or anxiety in the audience by showing them an undesirable outcome that ...
positive appeal

positive appeal  

(advertising) A persuasive strategy that stresses what the consumer would gain by purchasing the product or service. See also advertising appeals; compare negative appeals.
utilitarian appeal

utilitarian appeal  

Reference type:
Overview Page
Subject:
Media studies
(advertising) A psychological and rhetorical strategy which emphasizes the benefit of some product or service in terms of its practical functionality. This is a rational appeal rather than an ...

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