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Lick, Erhard
- Visual Rhetorical Figures in Canadian Advertising:Differences between Anglophone and Francophone Consumer Magazines
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Authors
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1 Marketing and Communication, ESCE International Business School, Paris, FR
1 Marketing and Communication, ESCE International Business School, Paris, FR
Source
International Journal of Marketing and Business Communication, Vol 5, No 4 (2016), Pagination: 1-15Abstract
The purpose of the present study was to explore whether visual rhetorical figures are used differently when addressing Anglophone and Francophone target groups in Canada. For the empirical analysis I applied the method of content analysis to a corpus of advertisements drawn from two Canadian women's magazines, the Anglophone magazine Chatelaine and the Francophone magazine Chatelaine. As analytical construct I used the typology of visual rhetorical figures developed by Phillips and McQuarrie (2004). The results reveal that French Canadian advertisements appear to apply significantly more visual rhetorical figures than English Canadian advertisements. Practical implications for marketers are given and avenues for further research are proposed.Keywords
Communications, Cross-Cultural Marketing, Visual Rhetorical Figures, Cognitive Processes, Mass Media, and Canada.
- ‘I Speak English and French, NOT American’:Canadian Advertising from an Intercultural and Postcolonial Perspective
Abstract Views :343 |
PDF Views:1
Authors
Affiliations
1 Marketing and Communications, ESCE International Business School Paris, FR
1 Marketing and Communications, ESCE International Business School Paris, FR
Source
International Journal of Marketing and Business Communication, Vol 6, No 4 (2017), Pagination: 9-16Abstract
The purpose of the present paper was to explore the famous Canadian Molson beer TV commercial from both an intercultural and postcolonial perspective. This commercial, also referred to as ‘the Rant’, was selected because of the significant role it has played for the creation of Canadian identity since the mid-1990s. For this purpose, the method of critical discourse analysis was applied. The analysis revealed that, besides showing the cultural, political, and linguistic differences between Canada and the US, it mentions Canada’s Inuit and Francophones only implicitly, i.e. it uses the discursive strategy of ‘backgrounding’. In addition, it omits immigrant groups and Indian peoples. This strategy is referred to as ‘suppression’. Thus, ‘the Rant’ primarily addresses Canadians of Anglo-Saxon ancestry.Keywords
Advertising, Canada, Critical Discourse Analysis, Cultural Studies, Post-Colonialism.References
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