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The alchemy of advertising: decoding TV ads in shaping postmodern consumers' behaviour.

Wong Wing See, Michelle. / Thesis submitted in: June 2003. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2004. / Includes bibliographical references (leaves 135-139). / Abstracts in English and Chinese. / Preface --- p.1 / Chapter Chapter 1: --- Simulation Rules --- p.12 / Chapter 1.1: --- Case Study: The Production of Reality in TV --- p.41 / Chapter Chapter 2: --- The Nature of Sign --- p.54 / Chapter 2.1: --- Saussure: Language is the system of signs --- p.55 / Chapter 2.2: --- Barthes and his idea of Mythology --- p.57 / Chapter 2.3: --- Baudrillard's model of signification: All Signs must Burn --- p.62 / Chapter 2.3.1: --- Postmodern Hyperreality --- p.70 / Chapter 2.4: --- Image of Desert --- p.75 / Chapter 2.5: --- Desert Screen - Hong Kong advertisement in the age of hypersignification --- p.84 / Case Study 1: Sunday --- p.85 / Case Study 2: KMB: local discourse --- p.93 / Case Study 3: Vitasoy --- p.98 / Chapter 2.6: --- Consuming Hong Kong --- p.101 / Chapter 2.6.1: --- Features of Postmodern Consumption --- p.103 / Chapter 2.6.2: --- "Consumption within a ""Cultural Desert""" --- p.105 / Chapter 2.7: --- Te inadequacy of Baudrillard --- p.110 / Chapter Chapter 3: --- The Question of Agency: The Inventiveness our Everyday Practice --- p.114 / Chapter 3.1: --- Tactic 1 - mutating the established rules --- p.123 / Chapter 3.2: --- Tactic 2 - Silence as Weapon --- p.126 / Chapter 3.3: --- Tactic 3 - re-establishing of distance --- p.128 / Conclusion: --- p.131 / Works Cited --- p.135

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_324932
Date January 2004
ContributorsWong, Wing See., Chinese University of Hong Kong Graduate School. Division of Cultural Studies.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish, Chinese
Detected LanguageEnglish
TypeText, bibliography
Formatprint, 139 leaves ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong
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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