Advertising Discourse In Advertising

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Advertising as a human practice has a long history which can date back to as early as the times of ancient Egypt and ancient Rome (Studlar, 2002: 55). Ever since the year of 1800 when James White founded the first advertising agency in London, development of advertisements and advertising has been always accelerating. A defining feature of advertising which cannot be overemphasized whenever it is under investigation is its intrinsic and ultimate objective of promoting sales as Daniel Starch (1923: 5, cited in Richards and Curran, 2002: 63) suggests that the “simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print”. Advertising should be understood from a Machiavellian…show more content…
Among them Leech is regarded as one of the first pioneers. In his 1996 book of English in Advertising: A Linguistic Study of Advertising in Great Britain, Leech demonstrates the features of advertising discourse through case studies of up to 617 British TV commercials. From the perspective of stylistic analysis, he has made a detailed description of typical language speeches, phonemes, grammar, and vocabulary involved in advertising discourse of the twentieth century. Another English scholar, Williamson (1978), deals with advertising discourse from a semiologist approach. He suggests that the information and signal contained in advertising discourse require special decoding processes for explanation and interpretation. Departing from a sociolinguistic viewpoint, Vestergaard and Schroder (1985) first note the significance of advertisement production processes and their social impact. They conclude that good advertising language must be able to “attract attention, arouse interest, and stimulate the desire to buy” (Vestergaard & Schroder, 1985: 49). The former two requirements are serving as facilitation of the…show more content…
It is in this book that Cook first puts social factors and moral factors involved in advertising discourse under analytical investigation. Drawing upon relevance theory, Tanaka (1994) studies advertising discourse from the angle of pragmatics. It is noteworthy that he puts forward a discussion of the “phatic” function of advertising discourse exploiting pragmatic theory and emphasizes the importance of context, prediction, and relevance between the addressor and the addressee in advertising discourse analysis. An additional approach towards the issue is rhetoric. McQuarrie & Mick’s research (1996) discovers that rhetorical devices are an essential tool of arousing interests, strengthening persuasion, and enhancing the advertising

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