advertising formats Quick reference
A Dictionary of Media and Communication (3 ed.)
...2. ( advertising styles ) The primary focus of an advertisement , such as on product, person, or setting . In semiotics , the identification and analysis of such formats is part of the broader study of advertising codes and conventions . See also image-oriented advertising ; product-oriented advertising ; socially oriented advertising ; user-oriented advertising . 3. Sometimes a synonym for advertising appeals . 4. In the buying of media space by advertisers, differentially priced options: e.g. in print publications, specific formats offered...
advertising formats
14 Printed Ephemera Reference library
Michael Harris
The Oxford Companion to the Book
...for the day, or some other limited period, it is produced for immediate use and, to some extent, predicated on equally immediate disposal. Its content is as current as possible and its format, geared to cheapness and the exigencies of competition, has a built-in disposability. This sense of immediacy is heightened by the presence of an increasing load of advertising of all sorts. After fulfilling their initial purposes, newspaper copies were applied to a range of mixed and largely non-literary purposes. By the early 18 th century, these conventionally...
48 The History of the Book in America Reference library
Scott E. Casper and Joan Shelley Rubin
The Oxford Companion to the Book
...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 Reference library
Marcus Walsh
The Oxford Companion to the Book
...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...
28 The History of the Book in Italy Reference library
Neil Harris
The Oxford Companion to the Book
...constant at 10 per cent, though some titles are large, multi-volume publications; quarto climbs again to 46 per cent; octavo drops back to 31 per cent; and smaller formats make inroads to reach 13 per cent. The objective of resorting to smaller formats was to save paper, which in a Renaissance book could lead to savings of up to a third, though paradoxically the first edition in a new format often employs a greater number of sheets than its immediate predecessor. A large work never out of print, such as Boccaccio’s Decameron , shows a characteristic...
40 The History of the Book in China Reference library
J. S. Edgren
The Oxford Companion to the Book
...borders of printed sheets were concealed in the course of binding to provide continuous text, but the butterfly binding left all four borders exposed and provided an advanced codex format with conveniently divided units of text. This new format of the Chinese printed book (one leaf to be folded into two pages) that is meant to be bound upright The traditional format of the Chinese printed book (one *leaf to be folded into two pages) that is meant to be bound upright as a *butterfly binding , a *wrapped-back binding , or a *thread binding . Some MS...
6 The European Printing Revolution Reference library
Cristina Dondi
The Oxford Companion to the Book
...editions. 4 The physical appearance and textual content of early printed books The MS lies behind each phase of the history of early printing, not only as a source for texts, but also as a model for the printed book’s physical appearance, as reflected in choice of type, *format , *layout , *initials , and *rubrication . Types reproduced the *scripts most widely used at the time. Gothic *textura type had special variants according to different locations (more square in northern Germany and The Netherlands, rounder in southern Germany and Italy)...
26 The History of the Book in the Nordic Countries Reference library
Charlotte Appel and Karen Skovgaard-Petersen
The Oxford Companion to the Book
...titles were printed in runs of 1,000 or 2,000 copies. Many such editions have not survived. New genres appeared (household manuals, devotional titles for female readers) along with older ones ( *chapbooks , *ballads ). Such items, usually printed in *octavo or even smaller *formats , sometimes contained *woodcuts . Copper *engravings (from c .1600 ) were confined to more expensive *folios . Both Denmark and Sweden saw the appearance of such magnificently illustrated publications as Samuel Pufendorf’s De Rebus a Carolo Gustavo Gestis ( 1696 ) and ...
product-information format
advertising discourse
lifestyle format
product-symbol format
advertising codes
television advertising
format
demassification
advertising appeal
rational appeal
