The Language of Advertising
Author: Torben Vestergaard
Publisher: Wiley-Blackwell
Published: 1985-01-01
Total Pages: 182
ISBN-13: 9780631107415
DOWNLOAD EBOOKRead and Download eBook Full
Author: Torben Vestergaard
Publisher: Wiley-Blackwell
Published: 1985-01-01
Total Pages: 182
ISBN-13: 9780631107415
DOWNLOAD EBOOKAuthor: Angela Goddard
Publisher: Psychology Press
Published: 2002
Total Pages: 150
ISBN-13: 9780415278034
DOWNLOAD EBOOKDrawing on literary and linguistic theory for analysis of texts, this book covers all aspects of advertising language, from the interrelation of language, image and layout to the discourse between 'reader' and advertisement.
Author: Keiko Tanaka
Publisher: Routledge
Published: 2005-07-05
Total Pages: 170
ISBN-13: 1134640463
DOWNLOAD EBOOKKeiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countries. The book provides a compelling analysis of the language of advertising, and an exploration of Relevance Theory that will be of interest to scholars in many fields.
Author: Helen Ringrow
Publisher: Springer
Published: 2016-09-28
Total Pages: 128
ISBN-13: 1137557982
DOWNLOAD EBOOKThis book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of the claims made, the topic of cosmetics advertising discourse is examined using Feminist Critical Discourse Analysis. One common theme underlying most cosmetics advertising discourse is that the female body always requires ‘work’ to fix its ‘problems’: flat skin, dry hair, and so on. The author uses themes of language and gender, media and identity, and advertising across cultures to expose exactly what is going on in the language of cosmetics advertising and to offer a first step towards challenging these ideas and thinking about alternatives.
Author: William Hurst Richards
Publisher:
Published: 1915
Total Pages: 286
ISBN-13:
DOWNLOAD EBOOKAuthor: H. Kelly-Holmes
Publisher: Springer
Published: 2016-01-11
Total Pages: 221
ISBN-13: 0230503012
DOWNLOAD EBOOKAdvertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Author: Paula Pérez Sobrino
Publisher: John Benjamins Publishing Company
Published: 2017-12-15
Total Pages: 242
ISBN-13: 9027264678
DOWNLOAD EBOOKMetaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
Author: Michael L. Geis
Publisher:
Published: 1982
Total Pages: 280
ISBN-13:
DOWNLOAD EBOOKAuthor: Seda Evirgen
Publisher: GRIN Verlag
Published: 2021-05-04
Total Pages: 76
ISBN-13: 3346400603
DOWNLOAD EBOOKMaster's Thesis from the year 2020 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, Justus-Liebig-University Giessen, language: English, abstract: The thesis at hand puts a special emphasis on the use of persuasive language in online native advertisements from The New York Times. After careful examination, the corpus will be compiled of three native advertisements from the field of technology, by the sponsors Intel, Dropbox and Slack. The limitation to these native advertisements and persuasive linguistic devices and techniques was necessary with regard to the scope of this thesis. As no linguistic analysis of native advertisements could be found, there also was no reference to follow. Therefore, the thesis at hand lays the foundation for further research in this area. The aim is to conduct a corpus-based Critical Discourse Analysis in order to investigate and answer two main questions: 1. Do online native advertisements make use of the same persuasion methods as previously researched for other advertising types? 2. What are the most prominent persuasive linguistic devices and techniques in the online native advertisements from The New York Times? In addition to the CDA, the corpus-based approach is expected to provide quantitative evidence of the existence of discourse and to identify repetitive linguistic patterns of persuasive language use in native advertising. The thesis will be structured as follows. First, the theoretical framework provides general information about the functions and characteristics of advertising, while further focusing on native advertisement and the language of advertising. It continues with explaining the concept of persuasive language on the basis of ethos, logos and pathos and introduces some powerful persuasive techniques in advertisement. Further, linguistic devices of persuasive language on the phonetic, lexical, morphological and syntactic level will be defined. Additionally, the concept of Critical Discourse Analysis will be explained in detail, as the thesis at hand follows the CDA framework of Fairclough. The data collection method and data analysis procedure will be outlined in Chapter 3. This is followed by an analysis of three online native advertisements from the publisher The New York Times. After the analysis, the results will be presented and evaluated in order to assess the hypothesis. Finally, the conclusion provides a summary of the findings and suggests further research opportunities.
Author: Rosemarie Schmidt
Publisher: John Benjamins Publishing
Published: 1986-01-01
Total Pages: 98
ISBN-13: 9027225559
DOWNLOAD EBOOKThe research reported in this volume attempts to refine our understanding of persuasive messages of television advertising by studying the role of language in persuasion in two ways. First, it comprises an attempt to refine our understanding of how language might function in persuasion by examining relevant work from a variety of related disciplines, potentially germane either in terms of their theoretical approaches to the process or in terms of the actual linguistic techniques which they have suggested as enhancing the persuasive impact of a message. Second, a comparative study was undertaken in order to test the generalizability of the linguistic features found to characterize persuasive language in television advertising.