The noun phrase in advertising English

Rush, Susan

doi:10.1016/s0378-2166(97)00053-2

Cited by 27 publications

(16 citation statements)

References 11 publications

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“…Since words, images and colors are products of her study; she scrutinized the advertisements and mentioned that the most widely used linguistic features were disjunctive syntax, indirect address and conjunctive adjunct which do not support the findings of this study. In other words, colors as a part of semiotic are one of the most widely used linguistic Non-linguistic elements features which are in line with the findings of this study Moreover, the findings of Rush (1998) are partially in congruent with the findings of this study. Rush (1998) concentrated on noun-phrase in English advertising and gave two formal description of two unusual features noun-phrase in English advertising.…”

Section: The World In Your Cupsupporting

confidence: 91%

A Discourse Analysis of Coffee and Chocolate Print Advertisements: Persian EFL Learner’s Problems in Focus

Dohaei¹,

Ketabi²

2015

MJSS

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This study was set to investigate the problems Persian EFL learners encounter in reading advertisements. Additionally, this study explored the hidden strategies behind each advertisement. In this regard, 30 Persian EFL university students majoring in English were selected. The model of this study was based on mixed models of Halliday's Systemic Functional Linguistics (1994), Fairclough (2010, Huhmann adopted McQuarrie and Philips (2008) and Kress and Van Leeuven (2006) adopted Halliday's Semiotic Approach (1994). The findings of the study indicated that Persian EFL learners had problems not only with semantic, syntactic and phonological aspects of language of advertisements, but also with non-linguistic elements such as colors in advertisements.As a result, the findings of the present study could be helpful for EFL teachers to see possible problems their students encounter in reading advertisements.

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Section: The World In Your Cupsupporting

confidence: 91%

A Discourse Analysis of Coffee and Chocolate Print Advertisements: Persian EFL Learner’s Problems in Focus

Dohaei¹,

Ketabi²

2015

MJSS

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“…This implies the coordination of two or more adjectives in a single noun phrase, as in Simple, versatile software; this sleek, compact camcorder comes fully equipped, and many of these adjectives are compounds, for example: multi-talented, user-friendly laboratory workhorse; a thrilling, once-in-alifetime shot; and so on. Authors like Rush (1998) have also highlighted the complex noun phrase structure found in advertisements where "the descriptive premodifier (and postmodifier) is mainly used to give colorful and attractive descriptions of the product or service, and so communicates more on an emotive level" (Rush, 1998, p. 161). This author also points out the high frequency and variety of compound adjectives.…”

Section: Positive Evaluation (Ideational Function) Number Of Casesmentioning

confidence: 99%

Rhetorical structure and persuasive language in the subgenre of online advertisements

Labrador¹,

García²,

Aláiz‐Moretón³

et al. 2014

English for Specific Purposes

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This paper aims to reveal the rhetorical structure and the linguistic features of persuasive language in online advertisements of electronic products. Nowadays, the bulk of e-commerce is carried out in English, and it is often the case that non-native speakers are required to write different text types for various professional purposes, including promotional texts. This need has prompted the present study and the results have been used to build software to help native speakers of Spanish when writing promotional texts in English. The analysis reveals that these texts typically have two main rhetorical moves: one for identifying the product and another one for describing it. The latter move is further divided into two steps: one including objective features (size, weight, etc.) and the other focusing on persuading the potential customer. This is mainly achieved with the use of a relatively informal style (imperatives, contractions, clipping, subject/auxiliary omissions, etc.) and lexico-grammatical elements conveying positive evaluation (multiple modification, multal quantifying expressions, etc.). The findings show that online advertisements of electronic products may be regarded as a specific subgenre with particular macro-and microlinguistic characteristics, which have been identified in this paper for technical writing assistance.

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“…These titles make a broad range of more specialized studies of specific aspects of the language of advertising accessible to a broader audience. Specific aspects that have been explored include, but are by no means limited to, formal aspects (e.g., Bruthiaux, 1996;Rush, 1998;van Niekerk, 1999); stylistics (e.g., Gieszinger, 2001; Grunig, 1990); pragmatics (e.g., Schmidt, Shimura, Wang, & Jeong, 1995;Short, & Hu, 1997;Simpson, 2001;Tanaka, 1994); text-image relationships (e.g., Forceville, 1996;Gardner & Luchtenberg, 2000;Kress & van Leeuwen, 1996); and the communication of ideologies (e.g., Berger, 2000;Jhally, 1987;O'Barr, 1994). Despite the fact that the field is obviously well established, comparatively little attention has been paid to advertising language as a site of language contact, as, for instance, a perusal of the indexes of the above-mentioned textbooks indicates.…”

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confidence: 99%

10. Advertising as a Site of Language Contact

Piller¹

2003

Ann Rev Appl Linguist

224

143

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While the study of advertising discourse is a well-established research area in applied linguistics, language contact phenomena in advertising have often been neglected. This chapter reviews work on language contact phenomena in advertising. Recent work has shifted away from a long-standing focus on borrowings and loanwords. Currently, more emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple codes are associated and of the consumers who peruse them. The chapter is also concerned with the various functions of different contact languages in advertising. Languages other than English imbue a product with an ethno-cultural stereotype about the group who speak the language. By contrast, English has largely become a nonnational language and has been appropriated by advertisers in non-English-speaking countries to index a social stereotype. English has become the language of modernity, progress, and globalization. The chapter ends with suggestions for future research deriving from recent developments in marketing, namely the emergence of the global super-brand.

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The noun phrase in advertising English

Cited by 27 publications

References 11 publications

A Discourse Analysis of Coffee and Chocolate Print Advertisements: Persian EFL Learner’s Problems in Focus

A Discourse Analysis of Coffee and Chocolate Print Advertisements: Persian EFL Learner’s Problems in Focus

Rhetorical structure and persuasive language in the subgenre of online advertisements

10. Advertising as a Site of Language Contact

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