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『広告コピーのレトリック』――Rhetorical Devices in Print Advertising

L.J. リンク

ISBN 978-4-327-45093-9 C1082
定価1,944円(本体1,800円+税)
A5判 並製 120頁
刊行年 1992年9月
NDCコード 


 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。

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

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