Taboo in Advertising


Book Description

Taboos are much more than just a synonym of 'forbidden'. Proof of the concept's complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify (a) the elaborate strategies used by ads for certain products to cleverly hide the taboo inherent to them, and (b) the deliberate recourse to taboo references in ads for products that do not present any taboo connotation. The linguistic analysis undertaken takes into account the different modes (verbal language, music, sound effects, moving and static images) that convey meaning in ads. Taboo is very often conveyed or disguised through one of the channels while the others play the opposite role, thus achieving a balance that prevents the ad from being too obscure to be understood or too daring for the general public to accept it. For this comprehensive approach, concepts are drawn from different disciplines: textual and semiotic analysis from linguistics, theories of taboo from anthropology, and background to advertising from media studies.




Escribe, habla, seduce


Book Description

¿Sabes cuántas personas han muerto en el mundo por hablar en público? Si crees que la respuesta es «ninguna», te equivocas. William Henry Harrison, noveno presidente de Estados Unidos (1773-1841), falleció después de dar su discurso de investidura. Los hechos sucedieron así: cuentan que pronunció su alocución del 4 de marzo sin estar lo suficientemente abrigado, por lo que murió un mes después... de neumonía. Hoy en día para casi el 90% de las profesiones se necesita hablar en público. Si eres emprendedor, es imprescindible que sepas hacer una efectiva y breve presentación para explicar cómo es tu empresa y venderte a posibles clientes (es lo que se viene llamando conversación del ascensor o elevator pitch). Si eres un profesional que pronuncia conferencias, conocer cómo se hace un Pecha Kucha es básico para aprender a sintetizar y controlar los tiempos. Si eres periodista tu oportunidad está en saber escribir discursos con Programación Neurolingu ̈ística (PNL), un trabajo de presente y futuro. Si diseñas presentaciones visuales para ti o para otros tienes que estar a la última en cuanto a tendencias de comunicación. Y, si no empleas la oratoria en tu vida profesional, en la personal también encontrarás oportunidades para utilizarla: en un brindis en una boda, al defender tu punto de vista ante la comunidad de vecinos o hacer una pregunta en un debate.







Revista


Book Description




The Return of the Native


Book Description

Why does Argentina’s national anthem describe its citizens as sons of the Inca? Why did patriots in nineteenth-century Chile name a battleship after the Aztec emperor Montezuma? Answers to both questions lie in the tangled knot of ideas that constituted the creole imagination in nineteenth-century Spanish America. Rebecca Earle examines the place of preconquest peoples such as the Aztecs and the Incas within the sense of identity—both personal and national—expressed by Spanish American elites in the first century after independence, a time of intense focus on nation-building. Starting with the anti-Spanish wars of independence in the early nineteenth century, Earle charts the changing importance elite nationalists ascribed to the pre-Columbian past through an analysis of a wide range of sources, including historical writings, poems and novels, postage stamps, constitutions, and public sculpture. This eclectic archive illuminates the nationalist vision of creole elites throughout Spanish America, who in different ways sought to construct meaningful national myths and histories. Traces of these efforts are scattered across nineteenth-century culture; Earle maps the significance of those traces. She also underlines the similarities in the development of nineteenth-century elite nationalism across Spanish America. By offering a comparative study focused on Mexico, Guatemala, Colombia, Peru, Chile, and Ecuador, The Return of the Native illustrates both the common features of elite nation-building and some of the significant variations. The book ends with a consideration of the pro-indigenous indigenista movements that developed in various parts of Spanish America in the early twentieth century.







O Panorama


Book Description







The Arabian Seas: The Indian Ocean World of the Seventeenth Century


Book Description

The Arabian Seas is a magisterial work on the world political economy (trade, war, power) that explores the intersect of the worlds of Islam (including South and Southeast Asia, the Middle East and East Africa) and the European world-economy (particularly the seafaring Portuguese, Dutch, and British) on the eve of the modern world system. It is likely to become a classic in its field and one of the pillars of the emerging literature in recent years that has begun to recast our understanding of the "early modern history" of Asia and the world economy, underlining the early and long predominance of Asia in the world economy and showing the long and deep ties between European and Asian economic and military interactions. This work centrally addresses current debates on the nature of the early modern world system and the relative strengths of East and West. There are no competitors for this book, but it may be compared with Braudel's masterful studies of the Mediterranean in the sense that it does for the Arabian Seas (Indian Ocean World) spanning South Asia, the Middle East, and the East African Coast and beyond what Braudel did for the Mediterranean.




Seduction and Sacrilege


Book Description

Yet decreasing numbers of late twentieth-century and early twenty-first-century readers are familiar with the novel, due to many factors including its length (six volumes), subject matter (preaching), and a legacy of critical evaluation as a narrative lacking plot and psychological depth."--BOOK JACKET.