Uniqueness and Tradition, according to Patek Philippe
Journal Title: STYLES OF COMMUNICATION - Year 2014, Vol 0, Issue 0
Abstract
Products tend to become objects of psycho-affective investments, more than instruments with practical-functional duties. Watches form a product category where this evolution is manifest. The biggest watch manufacturers sell subjective time, meant to give (more) spiritual consistency to those who buy and use them. The advertisements of a campaign carried out in the 1990s by Patek Philippe, producer of luxury watches, convey elitist values: uniqueness, tradition. The requirements for the integration of such values claim a high complexity of the advertisements; the headlines, for example, ask their addressees to redefine concepts (tradition); the body texts use argumentative layers; the images present characters whose hands form expressive configurations, etc. Such efforts to elaborate commercial messages prove the symbolic ambitions of advertising, one of the most prominent factors to mould meaning in the social life.
Authors and Affiliations
Costin Popescu
Communication Styles – An Overview
This paper constitutes an attempt to define the communication style as a cluster of discursive elements, both formal or technical, such as turn taking patterns, overlap or backchannelling, and those based on pragmatic us...
Persuasion, Politeness and Relational Models
Politeness Theory, just like Grice’s Cooperative Principle, points out that pragmatic analysis of language behaviour has to be grounded in extra-linguistic facts of social (or even biological) nature. Additionally, despi...
A Qualitative and Quantitative Analysis of Selected Ethnic and Racial Terminology Present in Assorted Public English Corpora
The central focus of the article is to analyse large collections of linguistic data in order to unveil language patterns pointing to the pervasive racist sentiments. Lexical choices made by speakers are assumed to reflec...
Review Descriptive Translation Studies – and Beyond (Revised Edition)/ by Gideon Toury (author)
Descriptive Translation Studies – and Beyond (Revised Edition) by Gideon Toury (author) Amsterdam, Netherlands & Philadelphia PA, USA: John Benjamins Publishing Company, 2012; 350 pages. Paperback ISBN: 978 90 272 2449...
Framing Video Games and Internet Bullying on the ‘Smarter’ Channel of the ‘Debating Europe’ Platform
The new digital world may propagate old subjects, such violence in and through new media. Violent behavior is a concerning topic for academia, EU institutions and the large public that could be debated on online platform...