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How does Monsanto do it? An ethnographic case study of an advertising campaign
Published/Copyright:
January 23, 2006
Published Online: 2006-01-23
Published in Print: 2004-09-02
Copyright © 2004 by Walter de Gruyter GmbH & Co. KG
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Articles in the same Issue
- Editorial: Mediated interpretation of hybrid textual environments
- Introduction
- Ads as news stories, news stories as ads: The interaction of advertisements and editorial texts in newspapers
- How does Monsanto do it? An ethnographic case study of an advertising campaign
- Political interviews as hybrid genre
- Intersubjective positioning in talk shows: A case study from British TV
- The postcard as media
- Commentary: Media discourseextensions, mixes, and hybrids: Some comments on pressing issues
Articles in the same Issue
- Editorial: Mediated interpretation of hybrid textual environments
- Introduction
- Ads as news stories, news stories as ads: The interaction of advertisements and editorial texts in newspapers
- How does Monsanto do it? An ethnographic case study of an advertising campaign
- Political interviews as hybrid genre
- Intersubjective positioning in talk shows: A case study from British TV
- The postcard as media
- Commentary: Media discourseextensions, mixes, and hybrids: Some comments on pressing issues
