The Language of Advertising: Written Texts / Edition 2 by Angela Goddard, Goddard Angela | | 9780415278034 | Paperback | Barnes & Noble
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

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.

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

UNIT ONE: WHAT IS AN ADVERTISEMENT?

UNIT TWO: ATTENTION-SEEKING DEVICES

Image

Verbal Text

Layout

UNIT THREE: WRITERS, READERS AND TEXTS

Writer and Narrator

Narratee

UNIT FOUR: HOW DOES THAT SOUND?

Functions

Varieties of

Speech and Writing

Presupposition

User Friendliness

'Reality'

Stereotyping

UNIT FIVE: NAUTICAL BUT NICE: INTERTEXTUALITY

UNIT SIX: CULTURAL VARIATIONS

Brand Names

UNIT SEVEN: TRICKS OF THE TRADE

To Compare or not to Compare

Buzz and

Spin

You've Made it to the Top

Coming Off the Page

UNIT EIGHT: PICTURE ME THIS

Symbols

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