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首页> 外文期刊>Journal of Technical Writing & Communication >Presenting Consumer Technology With Pop: A Rhetorical And Ethnographic Exploration Of Point-of-purchase Advertising
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Presenting Consumer Technology With Pop: A Rhetorical And Ethnographic Exploration Of Point-of-purchase Advertising

机译：用流行音乐展示消费者技术：购买点广告的修辞学和人种学探索

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摘要

Point-of-purchase advertising (POP) is responsible for half of the purchase decisions made in the store. Because of: 1) the influence of POP on the sale of technical consumer products and the economy; 2) our need to understand trends that shape technical and business communication; 3) the intermedial nature of POP (where spoken and written words work with place, visual image, physical structures, and multimedia integrated marketing campaigns); and 4) its theatrical and local nature, we need both a situated and theoretical exploration of POP. Drawing upon three months' participant observation in advertising, I describe a POP composing process in an integrated marketing campaign. Cognitive responses to layout and the interrelation of rhetorical canons are considered for preparing communication for a marketplace that is three-dimensional variegated, noisy, and peripatetic.
机译：购买点广告（POP）负责商店中做出的购买决定的一半。因为：1）POP对技术消费品的销售和经济的影响； 2）我们需要了解影响技术和业务沟通的趋势； 3）POP的中间性质（口头和书面单词与地点，视觉图像，物理结构和多媒体集成营销活动结合使用）； 4）它的戏剧性和地方性，我们需要对POP进行实地考察和理论探索。根据三个月的广告参与者观察，我描述了一项整合营销活动中的POP撰写过程。考虑对布局的认知反应以及修辞格调的相互关系，以准备针对三维杂色，嘈杂和蠕动的市场进行交流。

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