The history of advertising language: the advertisements in "The Times" from 1788 to 1996
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Frankfurt am Main [u.a.]
Lang
2001
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| Schriftenreihe: | Münchener Universitäts-Schriften
Texte und Untersuchungen zur Englischen Philologie ; 23 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 363 S. Ill., graph. Darst. : 21 cm |
| ISBN: | 3631378351 0820453900 |
Internformat
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Datensatz im Suchindex
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| adam_text | Contents Abbreviations.......................................................................................................... xi List oftables........................................................................................................... xii List ofgraphs........................................................................................................xiii List offigures........................................................................................................ xtv 1 Introduction.......................................................................................... 1 1.1 Aim and structure of tilis study.............................................................................. 1 1.2 Previous research......................................................................................................5 1.2.1 Research on the history of advertising................................................................... 6 1.2.2 Research on modem advertising........................................................................... 10 1.3 Advertisements as text type................................................................................... 14 1.4 The corpus...............................................................................................................19 2 Historical background....................................................................... 24 2.1 Economic growth and living conditions............................................................... 24 2.2 Advertising media and the organisation of
advertising......................................27 2.2.1 The development of The Times and other newspapers.......................................27 2.2.2 Other media............................................................................................................ 31 2.2.3 Advertising agencies..............................................................................................33 3 Formal aspects of advertisements and text type marking............... 36 3.1 The concept of text type marking..........................................................................36 3.2 Quantitative features............................................................................................... 37 3.2.1 Length.....................................................................................................................37 3.2.2 Size.......................................................................................................................... 43
viii 3.2.3 Word density.......................................................................................................... 48 3.3 Global Structure......................................................................................................53 3.3.1 Headline..................................................................................................................53 3.3.2 Illustration.............................................................................................................. 61 3.3.3 Body copy.............................................................................................................. 66 3.3.4 Signature line......................................................................................................... 70 3.3.5 Standing details......................................................................................................78 3.4 4 The development of text type markers: an overview........................................... 85 Semantic aspects of advertisements.................................................. 88 4.1 Topics in advertising...............................................................................................88 4.1.1 Reference to the producer/retailer........................................................................ 92 4.1.2 Reference to the addressee.................................................................................. 101 4.1.3 Reference to the product/service.........................................................................Ill 4. ! .4 Reference to features
of the product/service....................................................... 115 4.1.5 Reference to benefits of the product/service...................................................... 121 4.1.6 The thematic structure of the body copy in relation to headlines and illustrations............................................................................................................124 4.2 The use of adjectives............................................................................................. 129 4.2.1 The grammatical form of adjectives...................................................................132 4.2.2 The denotative meaning of adjectives: descriptions and evaluations............ 139 4.2.3 The connotative meaning of adjectives: positive and negative associations...................................................................... 150 4.3 Language play...................................................................................................... 155 4.3.1 Rhetorical figures................................................................................................. 158 4.3.1.1 Parallelism.............................................................................................................158 4.3.1.2 Rhyme.................................................................................................................... 163 4.3.1.3 Alliteration.............................................................................................................166 4.3.2 Linguistic
jokes......................................................................................................168 4.3.2.1 Lexical jokes..........................................................................................................172 4.3.2.1.1 Polysemy...............................................................................................................174
ІХ 4.3.2.1.2 Homonymy.......................................................................................................... 179 4.3.2.1.3 Idiomatic jokes..................................................................................................... 181 4.3.2.2 Phonological jokes............................................................................................... 184 4.3.2.2.1 Homophony.......................................................................................................... 184 4.3.2.2.2 Paronymy..............................................................................................................185 4.3.2.3 Morphological jokes............................................................................................186 4.3.2.4 Syntactic jokes..................................................................................................... 189 4.3.2.5 Deictic jokes......................................................................................................... 190 4.3.2.6 Multiple jokes and joke sequences.....................................................................193 5 Functional aspects of advertisements...................................................... 199 5.1 The function of the verbal text.............................................................................199 5.1.1 Information.......................................................................................................... 205 5.1.1.1 The frequency of
information..............................................................................206 5.1.1.2 The emphasis on information and aspects of politeness.................................. 209 5.1.1.3 The presentation ofinformation: argumentation and description.....................213 5.1.2 Appeal....................................................................................................................220 5.1.2.1 Directions.............................................................................................................. 222 5.1.2.1.1 The quantitative increase of directions............................................................... 222 5.1.2.1.2 The semantic modification of directions............................................................228 5.1.2.2 Questions.............................................................................................................. 232 5.1.3 Obligation: offers and promises..........................................................................234 5.1.3.1 The quantitative variation of obligations............................................................237 5.1.3.2 The semantic variety of obligations.................................................................... 240 5.1.4 Contact................................................................................................................. 243 5.1.4.1 Addressing the recipient...................................................................................... 243 5.1.4.2 Manifesting the social relationship between the communication partners..... 248
5.1.5 Internal and external text function: direct vs. indirect advertising strategies.............................................................................................................. 251 5.2 The function of pictures...................................................................................... 253 5.2.1 The presentation of the product...........................................................................256 5.2.1.1 Iconic illustrations.................................................................................................258
x 6 5.2.1.2 Indexical illustrations.......................................................................................... 260 5.2.2 Verbal text and pictorial message...................................................................... 267 5.2.2.1 Redundancy of the pictorial message.................................................................269 5.2.2.1.1 Message repetition...............................................................................................270 5.2.2.1.2 Product description............................................................................................. 272 5.2.2.2 Pictures as arguments.......................................................................................... 274 5.2.2.2.1 Visual proof.........................................................................................................274 5.2.2.2.2 Causal relation.....................................................................................................277 5.2.2.3 Alienation effect................................................................................................. 279 5.2.2.4 Vague or unspecific relation between verbal text and pictorial message...... 282 5.2.2.4.1 Pictures without an obvious relation to the verbal text..................................... 283 5.2.2.4.2 Verbal text and picture share the general topic................................................. 286 Summary: advertising ֊ uniformity and singularity...................... 289
Bibliography........................................................................................................ 292 Appendix 1: Tables...............................................................................................305 Appendix 11: Illustrations.................................................................................... 327
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| dewey-full | 659.1/0941 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| dewey-sort | 3659.1 3941 |
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| discipline | Anglistik / Amerikanistik Wirtschaftswissenschaften |
| era | Geschichte 1788-1996 gnd Geschichte 1788 gnd |
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| indexdate | 2024-07-09T18:51:18Z |
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| series | Münchener Universitäts-Schriften |
| series2 | Münchener Universitäts-Schriften : Texte und Untersuchungen zur Englischen Philologie |
| spelling | Gieszinger, Sabine Verfasser aut The history of advertising language the advertisements in "The Times" from 1788 to 1996 Sabine Gieszinger Frankfurt am Main [u.a.] Lang 2001 XIV, 363 S. Ill., graph. Darst. : 21 cm txt rdacontent n rdamedia nc rdacarrier Münchener Universitäts-Schriften : Texte und Untersuchungen zur Englischen Philologie 23 Zugl.: Dresden, Techn. Univ., Diss., 2000 Times (London, England) The Times Zeitung, London (DE-588)4185524-3 gnd rswk-swf Geschichte 1788-1996 gnd rswk-swf Geschichte 1788 gnd rswk-swf Advertenties gtt Engels gtt Tekstwetenschap gtt The Times (krant) gtt Englisch Geschichte Advertising Great Britain History Advertising Great Britain Language Applied linguistics Great Britain Werbesprache (DE-588)4065535-0 gnd rswk-swf Textsorte (DE-588)4059664-3 gnd rswk-swf Englisch (DE-588)4014777-0 gnd rswk-swf Anzeigensprache (DE-588)4112547-2 gnd rswk-swf Großbritannien (DE-588)4113937-9 Hochschulschrift gnd-content Englisch (DE-588)4014777-0 s Anzeigensprache (DE-588)4112547-2 s Textsorte (DE-588)4059664-3 s Geschichte 1788-1996 z DE-604 The Times Zeitung, London (DE-588)4185524-3 u Werbesprache (DE-588)4065535-0 s 1\p DE-604 Geschichte 1788 z 2\p DE-604 Münchener Universitäts-Schriften Texte und Untersuchungen zur Englischen Philologie ; 23 (DE-604)BV000001430 23 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009397649&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Gieszinger, Sabine The history of advertising language the advertisements in "The Times" from 1788 to 1996 Münchener Universitäts-Schriften Times (London, England) The Times Zeitung, London (DE-588)4185524-3 gnd Advertenties gtt Engels gtt Tekstwetenschap gtt The Times (krant) gtt Englisch Geschichte Advertising Great Britain History Advertising Great Britain Language Applied linguistics Great Britain Werbesprache (DE-588)4065535-0 gnd Textsorte (DE-588)4059664-3 gnd Englisch (DE-588)4014777-0 gnd Anzeigensprache (DE-588)4112547-2 gnd |
| subject_GND | (DE-588)4185524-3 (DE-588)4065535-0 (DE-588)4059664-3 (DE-588)4014777-0 (DE-588)4112547-2 (DE-588)4113937-9 |
| title | The history of advertising language the advertisements in "The Times" from 1788 to 1996 |
| title_auth | The history of advertising language the advertisements in "The Times" from 1788 to 1996 |
| title_exact_search | The history of advertising language the advertisements in "The Times" from 1788 to 1996 |
| title_full | The history of advertising language the advertisements in "The Times" from 1788 to 1996 Sabine Gieszinger |
| title_fullStr | The history of advertising language the advertisements in "The Times" from 1788 to 1996 Sabine Gieszinger |
| title_full_unstemmed | The history of advertising language the advertisements in "The Times" from 1788 to 1996 Sabine Gieszinger |
| title_short | The history of advertising language |
| title_sort | the history of advertising language the advertisements in the times from 1788 to 1996 |
| title_sub | the advertisements in "The Times" from 1788 to 1996 |
| topic | Times (London, England) The Times Zeitung, London (DE-588)4185524-3 gnd Advertenties gtt Engels gtt Tekstwetenschap gtt The Times (krant) gtt Englisch Geschichte Advertising Great Britain History Advertising Great Britain Language Applied linguistics Great Britain Werbesprache (DE-588)4065535-0 gnd Textsorte (DE-588)4059664-3 gnd Englisch (DE-588)4014777-0 gnd Anzeigensprache (DE-588)4112547-2 gnd |
| topic_facet | Times (London, England) The Times Zeitung, London Advertenties Engels Tekstwetenschap The Times (krant) Englisch Geschichte Advertising Great Britain History Advertising Great Britain Language Applied linguistics Great Britain Werbesprache Textsorte Anzeigensprache Großbritannien Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009397649&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV000001430 |
| work_keys_str_mv | AT gieszingersabine thehistoryofadvertisinglanguagetheadvertisementsinthetimesfrom1788to1996 |