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.

• Chapter 1 PrefaceChapter 2 1 What Is Advertising?Chapter 3 2 General Techniques and StrategiesChapter 4 3 Brand NamesChapter 5 4 LogosChapter 6 5 Language-Based TechniquesChapter 7 6 ArtChapter 8 7 The Meanings of AdsChapter 9 8 MarketingChapter 10 9 Advertising and SocietyChapter 11 GlossaryChapter 12 ReferencesChapter 13 Further ReadingChapter 14 Online Resources

This volume is easy to read and understand, and is supported with a glossary, reference, and list of online resources. Summing Up: Recommended. Lower- and upper-division undergraduates, graduate students, faculty.

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.

• Chapter 1 PrefaceChapter 2 1 What Is Advertising?Chapter 3 2 General Techniques and StrategiesChapter 4 3 Brand NamesChapter 5 4 LogosChapter 6 5 Language-Based TechniquesChapter 7 6 ArtChapter 8 7 The Meanings of AdsChapter 9 8 MarketingChapter 10 9 Advertising and SocietyChapter 11 GlossaryChapter 12 ReferencesChapter 13 Further ReadingChapter 14 Online Resources

This volume is easy to read and understand, and is supported with a glossary, reference, and list of online resources. Summing Up: Recommended. Lower- and upper-division undergraduates, graduate students, faculty.

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.

• Chapter 1 PrefaceChapter 2 1 What Is Advertising?Chapter 3 2 General Techniques and StrategiesChapter 4 3 Brand NamesChapter 5 4 LogosChapter 6 5 Language-Based TechniquesChapter 7 6 ArtChapter 8 7 The Meanings of AdsChapter 9 8 MarketingChapter 10 9 Advertising and SocietyChapter 11 GlossaryChapter 12 ReferencesChapter 13 Further ReadingChapter 14 Online Resources

This volume is easy to read and understand, and is supported with a glossary, reference, and list of online resources. Summing Up: Recommended. Lower- and upper-division undergraduates, graduate students, faculty.