| Title: | Masculine presence in advertising |
| Author: | Olga Bălănescu |
| Publication: | Annals of „Valahia” University of Târgovişte. Letters Section, IX (2), p. 5 |
| p-ISSN: | 2066-6373 |
| Publisher: | Valahia University Press |
| Place: | Târgoviște |
| Year: | 2011 |
| Abstract: | The present study is meant to analyze the way the theories of advertising communication may be made use of when the guarantee is a man. We will focus our attention on various masculine hypostases and on the degree they are exploited by the advertiser in order to promote a certain category of products and services. We also mention that we have limited our research to commercial advertising only, leaving out of our consideration the social or the political ones, as they are governed by their own rules of construction. |
| Key words: | cognitive dissonance, discourse cohesion, learning, guarantee |
| Language: | English |
| Links: |  pdf |
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