The Language of Advertising: Written Texts / Edition 2

The Language of Advertising: Written Texts / Edition 2

by Angela Goddard
     
 

ISBN-10: 0415278031

ISBN-13: 9780415278034

Pub. Date: 07/05/2002

Publisher: Taylor & Francis

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

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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:
07/05/2002
Series:
Intertext Series
Edition description:
2ND
Pages:
144
Product dimensions:
6.80(w) x 9.50(h) x 0.50(d)

Table of Contents

Acknowledgements
Introduction1
Unit 1What is an advertisement?5
Unit 2Attention-seeking devices11
Image12
Verbal Text16
Layout19
Unit 3Writers, readers and texts27
Writer and Narrator28
Narratee30
Unit 4How does that sound?37
Functions46
Varieties of Speech and Writing49
Presupposition52
User Friendliness53
'Reality'61
Stereotyping62
Unit 5Nautical but nice: intertextuality69
Unit 6Cultural variations79
Brand Names80
Unit 7Tricks of the trade103
To Compare or not to Compare103
Buzz and Spin105
You've Made it to the Top106
Coming Off the Page108
Unit 8Picture me this111
Symbols114
Index of terms123
References127

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