The Language of Press Advertising in the UK.
This exploratory study provides the first multi-dimensional (MD) analysis of textual variation in modern British press advertising, using Biber’s (1988) methodology. The 364 texts used in the study are systematically sampled to include both commercial advertisements sub-categorized by various types...
| Publicado en: | Journal of English Linguistics Vol. 43; no. 4; pp. 259 - 284 |
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| Formato: | Artículo |
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Sage Publications Inc.
Dec2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=111062178&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 111062178 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 00754242 EGL jtl: Journal of English Linguistics issn: 00754242 maglogo: Y pubinfo: dt: Dec2015 vid: 43 iid: 4 pid: 344 pub: Sage Publications Inc. artinfo: ui: 111062178 10.1177/0075424215605566 ppf: 259 ppct: 25 formats: tig: atl: The Language of Press Advertising in the UK. aug: au: Koteyko, Irina affil: London, UK su: Grammar Advertising Multidimensional databases Methodology Factor analysis sug: subj: Grammar Advertising Multidimensional databases Methodology Factor analysis keyword: advertising gender language variation Multi-dimensional analysis ab: This exploratory study provides the first multi-dimensional (MD) analysis of textual variation in modern British press advertising, using Biber’s (1988) methodology. The 364 texts used in the study are systematically sampled to include both commercial advertisements sub-categorized by various types of goods and services, and non-commercial advertisements sponsored by charities and the government. Six dimensions of variation in advertising discourse are identified through a factor analysis, on the basis of linguistic co-occurrence patterns. In particular, several different mechanisms of persuasion are identified and compared. The proposed MD model is then applied to analyze gender-specific advertising strategies. Focusing on one product type, I show that advertisements targeting females tend to use elaborate product descriptions with a semi-scientific focus, while adverts aimed at males are characterized by a terse description dominated by disjunctive grammatical structure. Possible causes of the observed variation are critically discussed, and further research issues amenable to the proposed model are briefly outlined. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 2015 holdings: @attributes: islocal: N |
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