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An ethnographic approach to the study of advertisements.

by Luk Anne. / Publication date from spine. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 167-174). / Abstract --- p.i / Acknowledgements --- p.iii / Chapter: / Chapter 1. --- Introduction --- p.1 / Chapter 2. --- Ethnography of Communication --- p.5 / Chapter 2.1. --- Definition --- p.5 / Chapter 2.2. --- Previous Studies --- p.8 / Chapter 2.3. --- Reasons for Conducting the Research --- p.16 / Chapter 3. --- The Theoretical Framework and Its Application --- p.21 / Chapter 3.1. --- Saville-Troike's Model --- p.21 / Chapter 3.2. --- The Application of Saville-Troike's Model --- p.31 / Chapter 4. --- Language usage in Advertisements --- p.44 / Chapter 4.1. --- Linguistic and Advertising --- p.44 / Chapter 4.2. --- The Different Techniques of Foregrounding --- p.46 / Chapter 4.3. --- Justifications of Using the Techniques of Foregrounding --- p.53 / Chapter 5. --- Methodology --- p.56 / Chapter 5.1. --- Research Design --- p.56 / Chapter 5.2. --- Data Collection --- p.57 / Chapter 5.3. --- Data Analysis --- p.68 / Chapter 6. --- Findings --- p.72 / Chapter 6.1. --- Interpretations of the Advertisements --- p.74 / Chapter 6.2. --- Linguistic Preference in Advertisements --- p.82 / Chapter 6.3. --- The Role of Language in Advertising --- p.92 / Chapter 6.4. --- Attitude of English advertisementsin Chinese Magazines --- p.113 / Chapter 7. --- Discussion --- p.120 / Chapter 7.1. --- Interpretations of the Advertisements --- p.121 / Chapter 7.2. --- Linguistic Preference in Advertisements --- p.125 / Chapter 7.3. --- The Role of Language in Advertising --- p.127 / Chapter 7.4. --- Attitude towards English advertisements in Chinese Magazines --- p.133 / Chapter 7.5. --- Relations of Social Background factors to the different Aspects of Studies --- p.133 / Chapter 7.6. --- Interactions of the different components in Advertising --- p.153 / Chapter 7.7. --- Limitations of the Study --- p.157 / Chapter 8. --- Conclusion --- p.160 / Chapter 8.1. --- Summary and Conclusion --- p.160 / Chapter 8.2. --- Implications --- p.162 / Chapter 8.3. --- Recommendations for Further Research Studies --- p.165 / References and Bibliography --- p.167 / Appendices --- p.175

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321637
Date January 1996
ContributorsLuk, Anne., Chinese University of Hong Kong Graduate School. Division of English.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, [v], 202 leaves : ill. (some col.) ; 30 cm.
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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