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Article
Publication date: 14 August 2007

Alexandra J. Kenyon and Pollyanna L. Hutchinson

The purpose of this paper is to review current thinking about visual and verbal images used in advertising. It also aims to critique a range of current alcohol…

Abstract

Purpose

The purpose of this paper is to review current thinking about visual and verbal images used in advertising. It also aims to critique a range of current alcohol advertisements and provides practical analysis of the visual and verbal rhetoric contained within them.

Design/methodology/approach

The article provides three empirical readings of alcohol advertisements. The first reading, presented by the authors, evaluates alcohol advertisements using the taxonomy of rhetoric, introduced by McQuarrie and Mick in 1996. They then offer a second reading of visual rhetoric, shown in the Absolut Vodka “Everything” advertisements, using the Phillips and McQuarrie's typology introduced in 2004.

Findings

The first two qualitative readings of alcohol and Absolut Vodka advertisements show that there is high deviance in advertisements. However, with the introduction of taxonomies, detailed textual interpretations can be made, categorised and commented upon using socio‐cultural cues. In terms of the third empirical reading, of the Absolut “Everything” television advertisement, informants displayed a collective understanding of visual rhetoric that is low in deviance, but a wide variety of interpretations where highly complex rhetoric is used.

Research limitations/implications

The first two readings were completed by the authors, using their own interpretive practice skills, therefore, future research could be completed with informants that are in the target audience and informants that are outside the target audience. The empirical research invited informants that are in the target audience and informants not in the target audience. Future research could be conducted with different audience types and different research methods to gain a rounded picture.

Originality/value

Taxonomies of rhetoric have been created and developed over the years. The introduction of the visual rhetoric typology has given scholars the opportunity to categorise the signs and codes used in advertisements. This paper has used verbal and visual rhetorical taxonomies to highlight the wicked deviations shown in alcohol advertisements. It explores the perceptions of the scholars, with their own deep readings and the perceptions of scholars through depth interviews. This paper's examination of alcohol advertisements does not offer a fixed view of the interpretations that can be gained from rhetoric, it does, however, present insights into the concepts and methodological process for future studies.

Details

British Food Journal, vol. 109 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 August 1969

‘THE event, which stirs the imagination by its far‐reaching possibilities and marks the dawn of a new age for man, took place in the early hours of yesterday morning. Thus…

Abstract

‘THE event, which stirs the imagination by its far‐reaching possibilities and marks the dawn of a new age for man, took place in the early hours of yesterday morning. Thus have the sceptics been put to scorn’. Those words were not written a few days ago, although they would be easily equitable to the event which took place at 0256 hrs. G.M.T. on July 21, 1969, when Mr Neil Armstrong became the first person from earth to put a foot on another planet, but sixty years ago. In fact the quotation was from the Daily Mail of July 26, 1909, and the occasion was the first crossing of the Channel by M Louis Blériot in a machine of his own design, an event which was perhaps the first notable place‐to‐place journey to be carried out in defiance of gravity.

Details

Aircraft Engineering and Aerospace Technology, vol. 41 no. 8
Type: Research Article
ISSN: 0002-2667

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Article
Publication date: 1 December 2004

Neil Armstrong

This paper focuses on the importance of appropriate physical activity during childhood and adolescence. It notes that the effect of regular physical activity in improving…

Abstract

This paper focuses on the importance of appropriate physical activity during childhood and adolescence. It notes that the effect of regular physical activity in improving blood lipid profile, reducing high blood pressure, facilitating blood glucose control, countering obesity, retarding osteoporosis and promoting psychological well‐being is evidence‐based and has been extensively documented. It also asserts that the successful promotion of physical activity requires a contribution from environmental, behavioural, social, cultural, legislative and financial factors, and notes that health care professionals have a high credibility among children and adolescents, and that they are well placed to help meet this challenge.

Details

Health Education, vol. 104 no. 6
Type: Research Article
ISSN: 0965-4283

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Article
Publication date: 1 March 2000

Stuart James

Abstract

Details

Reference Reviews, vol. 14 no. 3
Type: Research Article
ISSN: 0950-4125

Keywords

Content available
Article
Publication date: 20 August 2019

Nick French

Abstract

Details

Journal of Property Investment & Finance, vol. 37 no. 6
Type: Research Article
ISSN: 1463-578X

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Article
Publication date: 1 April 1986

Julia M. Rholes and Jean Kellough

On 13 July 1974, President Nixon signed a proclamation declaring the week of 20 July National Space Week, in honor of man's landing on the moon on 20 July 1969. Although…

Abstract

On 13 July 1974, President Nixon signed a proclamation declaring the week of 20 July National Space Week, in honor of man's landing on the moon on 20 July 1969. Although the lunar landing was certainly the emotional high point for the American space program, interest in space remains quite high, as evidenced by the tremendous popularity of films and books on the subject. The intention of this article is to provide readers with a guide to materials that serve to focus attention on space exploration, not only during Space Week, but throughout the year.

Details

Reference Services Review, vol. 14 no. 4
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 18 April 2016

Rani Qumsiyeh and Yiu-Kai Ng

The purpose of this paper is to introduce a summarization method to enhance the current web-search approaches by offering a summary of each clustered set of web-search…

Abstract

Purpose

The purpose of this paper is to introduce a summarization method to enhance the current web-search approaches by offering a summary of each clustered set of web-search results with contents addressing the same topic, which should allow the user to quickly identify the information covered in the clustered search results. Web search engines, such as Google, Bing and Yahoo!, rank the set of documents S retrieved in response to a user query and represent each document D in S using a title and a snippet, which serves as an abstract of D. Snippets, however, are not as useful as they are designed for, i.e. assisting its users to quickly identify results of interest. These snippets are inadequate in providing distinct information and capture the main contents of the corresponding documents. Moreover, when the intended information need specified in a search query is ambiguous, it is very difficult, if not impossible, for a search engine to identify precisely the set of documents that satisfy the user’s intended request without requiring additional information. Furthermore, a document title is not always a good indicator of the content of the corresponding document either.

Design/methodology/approach

The authors propose to develop a query-based summarizer, called QSum, in solving the existing problems of Web search engines which use titles and abstracts in capturing the contents of retrieved documents. QSum generates a concise/comprehensive summary for each cluster of documents retrieved in response to a user query, which saves the user’s time and effort in searching for specific information of interest by skipping the step to browse through the retrieved documents one by one.

Findings

Experimental results show that QSum is effective and efficient in creating a high-quality summary for each cluster to enhance Web search.

Originality/value

The proposed query-based summarizer, QSum, is unique based on its searching approach. QSum is also a significant contribution to the Web search community, as it handles the ambiguous problem of a search query by creating summaries in response to different interpretations of the search which offer a “road map” to assist users to quickly identify information of interest.

Details

International Journal of Web Information Systems, vol. 12 no. 1
Type: Research Article
ISSN: 1744-0084

Keywords

Content available
Article
Publication date: 23 October 2007

Abstract

Details

Health Education, vol. 107 no. 6
Type: Research Article
ISSN: 0965-4283

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Article
Publication date: 16 February 2010

Stuart James

Abstract

Details

Reference Reviews, vol. 24 no. 2
Type: Research Article
ISSN: 0950-4125

Keywords

Content available
Article
Publication date: 26 June 2007

Abstract

Details

Health Education, vol. 107 no. 4
Type: Research Article
ISSN: 0965-4283

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