The Language of Advertising: Written Texts / Edition 2by Angela Goddard
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/b>/b>… See more details below
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.
Table of Contents
|Unit 1||What is an advertisement?||5|
|Unit 2||Attention-seeking devices||11|
|Unit 3||Writers, readers and texts||27|
|Writer and Narrator||28|
|Unit 4||How does that sound?||37|
|Varieties of Speech and Writing||49|
|Unit 5||Nautical but nice: intertextuality||69|
|Unit 6||Cultural variations||79|
|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|
|Index of terms||123|
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