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Palgrave Macmillan

Evaluation in Advertising Reception

A Socio-Cognitive and Linguistic Perspective

ISBN 9781137350428
Publication Date August 2014
Formats Hardcover Ebook (EPUB) Ebook (PDF) 
Publisher Palgrave Macmillan

Placed within the context of reception studies, this book examines the persuasive potential of advertisements that rely on re-contextualising shared cultural knowledge. The study focuses on three advertisements that cite well-known paintings and investigates the socio-cognitive resources triggered in the interpretive process. Bullo uncovers the way in which the attitudinal disposition and cognitive mechanisms involved are actualised in linguistic structures by proposing a new integrated framework for the study of sense-making discourse. The book concludes with a discussion of the important implications of such a typology, making it an significant addition to both socio-cognitive discourse analysis as well as to the research of advertising practices.

Stella Bullo is Lecturer in Linguistics at Manchester Metropolitan University, UK. Her research interests include critical discourse analysis, Systemic Functional Linguistics and Appraisal theory, language and representation, and advertising and discourse.

1. Introduction: Researching Reception and Discourse
2. Reception, Language and Sense-making
3. Investigating Evaluation Advertising Reception
4. Appraisal and Social Cognition in Advertising Reception
5. Implications for a Theory of Evaluation in Advertising Reception


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