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DC Field | Value | Language |
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dc.date.accessioned | 2021-07-30T11:03:34Z | - |
dc.date.available | 2021-07-30T11:03:34Z | - |
dc.date.issued | 2004 | - |
dc.identifier.citation | Genkova, L. R. (2004). The use of lateral thinking in TV adverts : a semiotic analysis of de Bono's lateral leap in four TV adverts (Bachelor’s dissertation). | en_GB |
dc.identifier.uri | https://www.um.edu.mt/library/oar/handle/123456789/79111 | - |
dc.description | B.COMMS.(HONS) | en_GB |
dc.description.abstract | The following work is centered on the idea of incorporating de Bono' s lateral thinking into advertising. The convergence of both approaches is conducted through the analysis of selected television adverts that contain characteristics recognisable as lateral thinking. I commence the research with an extensive literature review of the lateral discourse. Furthermore, I explore lateral thinking in relation to vertical thinking, creativity, humour and advertising. In the third chapter, I discuss widely a whole spectrum of media theories and approaches to advertising. The main protagonists of the advertising discourse are segmented into sections. The methodology chapter explores the benefits and weaknesses of the main research schools in the social science with further detailed description of the methodological tool that I have selected for the purposes of the research. The analysis chapter consists of a semiotic analysis of the media texts that incorporate lateral thinking in their discourse. It includes comparisons between the chosen adverts themselves and cross reference to the advertising and lateral theories outlined in previous chapters. | en_GB |
dc.language.iso | en | en_GB |
dc.rights | info:eu-repo/semantics/restrictedAccess | en_GB |
dc.subject | Lateral thinking | en_GB |
dc.subject | Creative thinking | en_GB |
dc.subject | Television advertising | en_GB |
dc.subject | De Bono, Edward F., 1933-2021 | en_GB |
dc.title | The use of lateral thinking in TV adverts : a semiotic analysis of de Bono's lateral leap in four TV adverts | en_GB |
dc.type | bachelorThesis | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.publisher.institution | University of Malta | en_GB |
dc.publisher.department | Faculty of Media and Knowledge Sciences. Department of Media & Communications | en_GB |
dc.description.reviewed | N/A | en_GB |
dc.contributor.creator | Genkova, Lyudmila R. (2004) | - |
Appears in Collections: | Dissertations - FacMKS - 1988-2012 Dissertations - FacMKSMC - 1992-2014 |
Files in This Item:
File | Description | Size | Format | |
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B.COMMS.(HONS)_Genkova_Lyudmila R._2004.pdf Restricted Access | 7.46 MB | Adobe PDF | View/Open Request a copy |
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