The Language of Advertising: Written Texts / Edition 2

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Overview

The Intertext series has been specifically designed to meet the needs of contemporary English Language Studies. The core book, Working with Texts, is the foundation text which provides an introduction to language analysis. It is complemented by a range of 'satellite' titles which provide students with hands-on practical experience of textual analysis through special topics. They can be used individually or in conjunction with Working with Texts.
Drawing on literary and linguistic theory for analysis of texts, The Language of Advertising covers all aspects of advertising language, from the interrelation of language, image and layout to the discourse between 'reader' and advertisement.
The second edition has been substantially rewritten to incorporate recent developments in the field. Features include:
* a range of new advertisements, from Orange to Young Person's Railcard
* new material on internet advertising and its influence on paper texts
* new material on advertising designed to be seen 'on the move'
* new activities to support student-directed study
* updated Further Reading sections and a list of URLs for students to visit.

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Product Details

  • ISBN-13: 9780415278034
  • Publisher: Taylor & Francis
  • Publication date: 7/5/2002
  • Series: Intertext Series
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 144
  • Product dimensions: 6.80 (w) x 9.50 (h) x 0.50 (d)

Meet the Author

Angela Goddard is Senior Lecturer in Language at the Centre for Human Communication, Manchester Metropolitan University and is a Chair of English Language for AS/A Level.

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Table of Contents

Acknowledgements
Introduction 1
Unit 1 What is an advertisement? 5
Unit 2 Attention-seeking devices 11
Image 12
Verbal Text 16
Layout 19
Unit 3 Writers, readers and texts 27
Writer and Narrator 28
Narratee 30
Unit 4 How does that sound? 37
Functions 46
Varieties of Speech and Writing 49
Presupposition 52
User Friendliness 53
'Reality' 61
Stereotyping 62
Unit 5 Nautical but nice: intertextuality 69
Unit 6 Cultural variations 79
Brand Names 80
Unit 7 Tricks of the trade 103
To Compare or not to Compare 103
Buzz and Spin 105
You've Made it to the Top 106
Coming Off the Page 108
Unit 8 Picture me this 111
Symbols 114
Index of terms 123
References 127
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  • Anonymous

    Posted February 16, 2000

    For the highschool student

    After seeing the table of contents I bought the book thinking it was a scholarly work on the language of advertising. However, it is no more than a brief introduction in 14 point font aimed at the junior or senior highschool student. Beware academics.

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