"synopsis" may belong to another edition of this title. It seeks throughout to equip the reader with the techniques for his or her own examination of advertising ideology and of the social functions of advertising today. The Language of Advertising is not a book which simply presents the results of an analysis of modern advertising.
In 1960, McCarthy co-wrote the book Basic Marketing: A Managerial Approach, further popularizing the idea of the 4 Ps. They consider how advertisements single out specific audiences for their address, and reveal the ways in which the advertiser preys on beliefs about sex roles and prejudices about social groups. Jerome McCarthy, marketing professor t Michigan State Univrsity, who refined th concepts in Bordns book and crated the idea f the 4 Ps, a term that is still used today. This book is a revealing study of the strategies of persuasion advertisers use and of the crucial underlying assupmtions advertising makes.įocusing on magazien and newspaper advertising, the authors illustrate the reange of linguistic and visual techniques advertisers use to achieve emphasis and special effects. These do more than simply sell a product - they work in subtle ways to persuade us to accept the way of life and pattern of our needs that they depict. Whenever we pick up a newspaper or magazine, turn on the television or look at the heardings on roadsides, we are confronted with advertisements.
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