The Language of Advertising: Written Texts / Edition 2

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Overview

The Language of Advertising:

* looks at the relationship between advertising and culture

* focuses on the interrelation of language, image, typeface

* draws on literary and linguistic theory for analysis of texts

* explores specific advertising strategies

such as hooklines, puns, connotations

* examines a wide range of adverts from British Airways to Castlemaine XXXX

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Product Details

  • ISBN-13: 9780415145985
  • Publisher: Taylor & Francis
  • Publication date: 3/28/1998
  • Series: Intertext Series
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 144
  • Product dimensions: 6.92 (w) x 9.86 (h) x 0.41 (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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