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Overview

product-symbol format


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A style of advertising that tends to feature abstract symbolic associations (e.g. with status, glamour, beauty, or health). The product is depicted within a context, though typically natural or social settings operate as a code rather than a locus of use. Such ads depend on symbolism, metaphor, analogy, connotation, allusion, or allegory. This sometimes works by simple juxtaposition (see also meaning transfer). The term is used by Leiss and his colleagues, who suggest that, although it is still current, the heyday of this style was from around 1925 to 1945. See also advertising formats; emotional appeals; compare demassification; lifestyle format; personalized format; product-information format.

Subjects: Media studies


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