The Teapot Dome Scandal and the Election of 1924

Good Guys : A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000)

“…McQuarrie & Mick (1999), Phillips & McQuarrie (2004), and Scott (1994a) have also approached advertising rhetoric in this way. Phillips & McQuarrie (2002:5) Barthes (1977) referred to as "verbal anchoring" has decreased over time and note that by avoiding anchoring, advertisers can state "the Unspeakable" (6). Pracejus et al (2006) have examined how the objects and symbols used in commercial art, or advertising, derive meaning from their histories, and discuss the rhetorical connotations of white space as a visual trope, positing that among the attributes that it is typically used to convey are elegance, power and modernity.…”

“…Although the majority of the out into the impact of culture on addressee response to advertising tends to be carried out in Asian contexts, a number of scholars are now exploring the impact of cultural differences in European advertising. Christine Wikman (2005), for example, has built on Barthes (1977) to investigate the reactions of native Italians and Swedes to Italian food advertisements. She concludes that "because of their encyclopaedic knowledge, [Italians] make an interpretation which corresponds well to the sender's intended meaning" while Swedish receivers "do not recognize the frames used by the sender".…”

“…The speaking "I", in this case the company through the mediation of Paul Nash, creates a relationship with the individual "thou" of the second person 19 Barthes (1977, in French, 1964 and later Forceville (1995) for example, discuss the denotational and connotational aspects of pictorial metaphors…”

“…To persuade, it is necessary not only to speak the same language but also to use common images and show common attitudes, in other words, to adapt the message to the lifeworld and the values of its audience. Thus, as Roland Barthes (1977) has pointed out, to fully understand an advertising message requires both linguistic and cultural knowledge. Although these are closely inter-related, I will treat them as far as possible as separate entities.…”