Why It Sells

Decoding the Meanings of Brand Names, Logos, Ads, and Other Marketing and Advertising Ploys

by Marcel Danesi

Series: The R&L Series in Mass Communication

Subject categories
ISBNs
  • 9780742555440
  • 9781461647119
Advertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesi—an entertaining and insightful tour guide—decodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.

Subject categories
ISBNs
  • 9780742555440
  • 9781461647119

In The Press

Marcel Danesi achieves a goal to which many aspire: to write a book that is a pleasure to read, but which is informed by the most recent theories regarding how media's messages are created and then conveyed to the general public. We discover that the compelling, yet seemingly simple, information that ads provide rests on a profound insight into how meanings are produced and subsequently interpreted. This outstanding book adds to our growing understanding of how messages are created in our daily lives.


About The Author

Marcel Danesi is professor of anthropology, semiotics, and communication theory at the University of Toronto. His books include My Son Is an Alien: A Cultural Portrait of Today's Youth and Cool: The Signs and Meanings of Adolescence, and he is the editor-in-chief of Semiotica.

Subject categories
ISBNs
  • 9780742555440
  • 9781461647119