The Advertising Text as a Tool for Building a Social and Cultural Identity

Warning

This publication doesn't include Faculty of Arts. It includes Faculty of Social Studies. Official publication website can be found on muni.cz.

Authors	PAVELKA Jiří
Year of publication	2015
Type	Article in Proceedings
Conference	Marketing Identity : Explosion of Innovations
MU Faculty or unit	Faculty of Social Studies
Citation
Web	sborník
Field	Mass media, audiovision
Keywords	book cover; semiotic and cultural transfer; advertising text; social and cultural identity
Attached files	CELA_KNIHA_Pavelka_The_Advertising_Text_as_a_Tool_for_Building_a_Social_and_Cultural_Identity_MARKETING_identity_explosion-of-innovations_conference-proceedings.pdf
Description	The paper analyzes and interprets the sign texts whose communication medium is a book cover. The paper tries to demonstrate – on the specific examples of the book covers of the book by the American author George Ritzer The McDonaldization of Society, which is probably the most translated title of sociological literature at the turn of the 2nd and 3rd millennia – that the book covers represent not only an innovative form of semiotic and cultural transfer, but also an innovative marketing and advertising tool of communication and an efficient tool for building a social and cultural identity of the audience that it is addressed to.