The Language of Advertising: Written Texts

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Acknowledgements

xi

Introduction

1

(4)

What is an advertisement?

5

(4)

Attention-seeking devices

9

(14)

Image

10

(3)

Verbal Text

13

(3)

Layout

16

(7)

Writers, readers and texts

23

(8)

Writer and Narrator

24

(2)

Narratee

26

(5)

How does that sound?

31

(20)

Functions

35

(2)

Varieties of Speech and Writing

37

(1)

Presupposition

38

(1)

User Friendliness

39

(2)

`Reality'

41

(4)

Stereotyping

45

(6)

Nautical but nice: intertextuality

51

(8)

Cultural variations

59

(12)

Brand Names

60

(11)

Tricks of the trade

71

(8)

To Compare or not to Compare

71

(2)

Buzz and Spin

73

(1)

You've Made it to the Top

74

(2)

Coming Off the Page

76

(3)

Picture me this

79

(8)

Symbols

81

(6)

Language on the move

87

(14)

Webpages and paper pages

92

(2)

Commercial advertising

94

(1)

Adbusting

95

(1)

What goes around, comes around

96

(5)

Commentaries on Activities

101

(24)

Index of terms

125

(4)

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The Language of Advertising: Written Texts

Summary

Table of Contents

Supplemental Materials