Results by title

As European business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This volume stands alone as the first structured assessment of the impact of advertising, in terms of both culture and business across the national boundaries of Europe. It considers the successes and failures of several strategic marketing plans from across Europe, and describes stylistic and persuasive qualities of specific promotional texts. Advertisers have long been aware of the need to target specific groups of consumers and to appeal to them precisely in terms of their sense of membership to groups. Our post-industrial society is characterized by greatly altered work and leisure patterns as well as a weakening of national and communal frameworks for collective identity. Theories relating to identity not only reflect, but actively make use of such concerns. As a part of our everyday lives, the advertising considered looks at – but is not limited to – explicit inducements to buy products. Rather it considers all promotional texts designed to inform and persuade. With examples from Scandinavia to the Iberian Peninsula, the contributors also explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. As a result, the book will be of relevance not only to those concerned with marketing but to all scholars of media studies, language, cultural and gender studies.

Framed Narratives was first published in 1985. Minnesota Archive Editions uses digital technology to make long-unavailable books once again accessible, and are published unaltered from the original University of Minnesota Press editions.

The work of French philosophe Denis Diderot (1713-1784) has inspired conflicting reactions in those who encounter him. Diderot has been admired and despised; he has moved his readers and irritated them - often at the same time. His work continually shifts between mutually exclusive positions - neither of which provides an entirely satisfactory answer to the question at hand, yet neither of which can be disregarded. The nature of these paradoxes has been the fundamental problem in Diderot, a problem that his interpreters have approached by imagining synthetic perspectives or frames within which the paradoxes could be resolved.

In Framed Narratives, Jay Caplan focuses on the problem of framing in and of Diderot. He proposes an interpretive model that draws upon the notion of dialogue developed by Mikhail Bakhtin. For Bakhtin, no utterance can be reduced to a univocal meaning; one's discourse is always marked by other voices. In Diderot, Caplan shows, the narrative device of the tableau engages the reader (or beholder) in a dialogic relationship with the author and the characters. Diderot defines the players of those roles as members of a family, one of whom is always missing, and that sacrificial relationship becomes an integral part of the text. Caplan then uses the concept of the tableau to interpret the rhetoric of gender, genre, and pathos in Diderot's works for and about the theater, his novel The Nun, the philosophical dialogue D'Alembert's Dream,and his correspondence.

What emerges from these readings is not only an interpretation of certain texts, but a description of Diderot's—and, by implication, early bourgeois—poetics. Framed Narratives is, in addition, one of the first attempts to rely upon Bakhtin's concepts in the interpretation of specific texts, in this case the work of an essentially dialogic writer. A socio-historical supplement to Framed Narratives is provided in Jochen Schulte-Sasse's afterword.

Film and television are subjects of intense study throughout higher education today. Popular culture has undergone a revolution during the last generation, progressing from a discipline at the margins that was reflexively treated with contempt to one of the most widespread  and productive topic areas in the arts, humanities, and social sciences. The increased attention on film and television is clearly part of this overall acceptance and growing cachet now accorded popular culture in the academy.