The Language of Advertising: Written Texts / Edition 2

by Angela Goddard

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

Product Details

ISBN-13:	9780415278027
Publisher:	Taylor & Francis
Publication date:	04/11/2002
Series:	Intertext
Edition description:	REV
Pages:	144
Product dimensions:	7.44(w) x 9.69(h) x (d)
Lexile:	1250L (what's this?)
Age Range:	18 Years

About 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.

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