広告コピーのレトリック ――Rhetorical Devices in Print Advertising
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著者 |
L. J. リンク〔著〕 |
刊行日 |
1992年9月20日
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ISBN |
978-4-327-45093-9 |
Cコード |
1082 |
NDCコード |
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体裁 |
A5判 並製 120頁
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定価 |
定価1,980円(本体1,800円+税10%)
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- 内容紹介
- 英米の傑作コピー50作品を素材に、印象に残る広告ヘッドコピーの秘訣をするどく分析。また、全作品のビジュアルそのものを見開き構成で大きく掲載。
- 目次
- INTRODUCTION
1. REAL MEN EAT HOT DOGS, NOT TOFU
New Nuanses of a Word
2. LIFE BEHIND BARS
Play on Words
3. PERCEPTION VS. REALITY
A Difficult Word Becomes Part of Normal Vocabulary
4. KOSHER
Ethnic Words Become Part of Normal Vocabulary
5. TOM,DICK,AND HARRY
Double-Entendre and Reader Completion
6. EASY TO SWALLOW
Identical Idiom in : Japanese and English
7. BEFORE AND AFTER
Comparison and Contrast : Questioning a Cliche
8. PLASTIC
Appeal to Traditional Values
9. WIMBLEDON IT AIN'T
Vernacular Appeal : Anti-Elitism
10. MOTIVATE
Comic Usage
11. ALL JAPANESE THINK LIKE ROBOTS
Reductio Ad Absurdum
12. STOP BY THE HOUSE ANYTIME
Play on Words
13. PUT SOME WIND INTO YOUR SAILS
Pun and Double-Entendre
14. WHO SAYS…?
Rhetorical Question
15. DULL CONFORMIST
Irony
16. TRYING…SINCE…
Implications of Futility
17. PEANUTS
Countless Connotations
18. KINDER ? GENTLER ? NO WAY.
Contemporary References
19. PICK ON
Personification
20. SEPARATE THE MEN FROM THE BOYS
Qualifying Test
21. NOTHING FITS LIKE…
Deliberate Ambiguity
22. STILL VERY FOREIGN
Exclusive Appeal : Elitism
23. BIZARRE TWIST
Amusing Hyperbole (Exaggeration)
24. DON'T KNOW BEANS ABOUT
Play on Words
25. BEYOND THE SHADOW OF A DOUBT
Play on Idiomatic Usage
26. BALLS
Modulated Double-Entendre
27. THINK 1ST
Rebus
28. CHICK. DOLL. TOMATO. FOX.
Rebus
29. TOO MUCH GREEN
Pun
30. MAKE YOUR NEIGHBORS GREEN
Colorful Contrast
31. BACK TO BASICS
Fads vs. Permanence
32. CONVERSATION
Unexpected Referent
33. HARD
Virtuosic Repetition with a Twist
34. OVER 120 YEARS AGO
Time Warp
35. THE BEST JUST GOT BUTTER
A New Twist to an Idiom
36. THE COMPANY HE OWNS
A New Twist to an Idiom
37. ASK SOMEBODY IN PUBLIC RELATIONS
Understatement
38. MET ITS MATCH
Indirection
39. WARHORSE AND OLD CHESTNUTS
Attacking the Commonplace and Cliches
40. LOWEST COST PER
Turning Standard Thinking Upside Down
41. NO SUCH THING AS…
Redefinition
42. WITHOUT TEARS
Idiom
43. HAPPINESS IS A CIGAR
Metaphor
44. CAN'T HURRY LOVE OR BOURBON
Comparison and Indirect Simile
45. THE DIFFERENCE BETWEEN A AND B
Making Distinctions
46. WHO WOULD YOU INTERVIEW FIRST ?
Rhetorical Question and Catalogue
47. TEN BRACING YEARS
Transference
48. DON'T GIVE A FAX
Double-Entendre
49. GOOFY
Serious Message in a Comical Tone
50. WE BRIEFLY CONSIDERED
Self-Reference