Textual structures in eighteenth-century newspaper advertising: a corpus-based study of medical advertisements and book advertisements
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis Book |
| Language: | English |
| Published: |
Aachen
Shaker
2004
|
| Series: | Sprache und Kultur
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | VI, 182 S. graph. Darst. 21 cm, 291 gr. |
| ISBN: | 3832233210 |
Staff View
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| 650 | 4 | |a Advertising, Newspaper |z England |x History |y 18th century | |
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Record in the Search Index
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| adam_text | Contents
Introduction 1
1 Previous work 5
1.1 Studies on contemporary advertising 5
1.2 The history of advertising 6
1.3 German (linguistic) studies on advertisements 6
1.4 Background information on the eighteenth century and on the development
of the newspaper press 7
1.5 Advertising handbooks 11
2 Historical background 13
2.1 Early printing in England 13
2.2 Forerunners of early newspapers 15
2.2.1 London press vs. provincial newspapers 19
2.3 General introduction to advertising 19
2.3.1 The development of advertising 21
2.3.2 Early English newspaper advertising 22
2.4 Medical charlatans in England 24
3 Corpus linguistics 27
3.1 What is a corpus? 28
3.2 Corpus linguistics as methodology 29
3.3 The first English language corpora 30
3.4 Historical English language corpora 32
3.4.1 The Zurich English Newspaper Corpus 34
4 Creating subcorpora of the ZEN Corpus 41
4.1 Medical advertisements in the ZEN Corpus 42
4.1.1 Distribution of words per advertisement in each decade 44
4.1.2 The problem of types/tokens in medical advertisements 44
4.1.3 Summarising medical advertisements 45
4.2 Book advertisements in the ZEN Corpus 46
4.2.1 Number of book advertisements 46
4.2.2 A methodological problem 46
4.2.3 Shortcomings of the ZEN Corpus 48
4.2.4 Length of book advertisements 48
5 Methodology 51
5.1 Leech s scheme (1966) 51
5.2 Gieszinger s model (2001) 52
5.2.1 Headline 52
5.2.2 Illustration 53
5.2.3 Body copy 53
5.2.4 Signature line 53
5.2.5 Standing details 54
5.3 Suter s model (1993) 54
5.4 Bendel s model (1998) 55
5.5 The framework for the current study a combination 57
5.5.1 Capital initials 57
5.5.2 Digit or index 58
5.6 Conclusion 60
6 Medical advertisements in the ZEN Corpus 61
6.1 Introduction 61
6.2 Products in medical advertisements 62
6.2.1 Types of products in medical advertisements 62
6.2.2 Recognition of products 63
6.3 One advertisement over three decades 68
6.4 Selling modality in medical advertisements 70
6.4.1 Comparison of selling modalities (NP) in German and English ad¬
vertising 77
6.4.2 Analysis of the verb phrases (VP) in the feature selling modality . . 79
6.4.3 Comparison of selling modalities (VP) in German and English ad¬
vertising 86
6.4.4 Diachronic explanation of the three main verbal phrase categories . 87
6.5 Adjectives in advertising 89
6.5.1 Adjectives in medical advertisements 90
6.6 The structure of medical advertisements 91
6.6.1 Headline 92
6.6.2 Initial capital and digit 97
6.6.3 Signature line 99
6.6.4 Standing details 101
6.6.5 Conclusion 102
6.7 Testimonials in medical advertisements 104
6.7.1 Participants: addressor, addressee, witness 104
6.7.2 Embedded testimonials 106
6.7.3 The witness in greater detail 107
6.7.4 Time expressions 108
6.7.5 Gratitude 108
6.7.6 Signature line 109
ii
i
K
6.7.7 Obligatory or typical text elements results 110
6.7.8 Content structure of testimonials Ill
6.7.9 Conclusion 112
7 Book advertisements in the ZEN Corpus 113
7.1 A brief introduction 113
7.2 Structural patterns of book advertisements 113
7.2.1 Model 1: Regular structure 114
7.2.2 Model 2 116
7.2.3 Model 3 117
7.2.4 Unclear instances 118
7.2.5 Three models in comparison 118
7.3 The structure of book advertisements 121
7.3.1 Headline 121
7.3.2 Body copy 122
7.3.3 Standing details 126
7.3.4 Headline, body copy and standing details in relation 128
7.3.5 Initial capital, digit and N.B 129
7.3.6 Conclusion 131
7.4 Selling modality in book advertisements 132
7.4.1 The verb group 132
7.4.2 Seller/Publisher, street, area, London, price of the book (NP) ... 134
7.5 Book format 138
7.5.1 Book formats in the ZEN Corpus 138
7.6 Correlation between lists of names or books and the length of book adver¬
tisements 140
7.7 Explicit reference to a potential customer 142
8 A comparison of medical advertisements and book advertisements 145
8.1 Overview of formal criteria 147
8.1.1 Headlines in comparison 148
8.1.2 Standing details in comparison 149
8.1.3 Initial capitals in comparison 150
8.1.4 Digits in comparison 151
9 Conclusion 153
Bibliography 157
Appendix 169
Summary 179
Curriculum Vitae 181
J
iii
List of Tables
2.1 Circulation of newspapers 18
2.2 Distribution of different newspapers 18
2.3 Provincial newspapers 19
2.4 Content of early advertising 22
2.5 Average profit per advertisement 23
3.1 Multiple occurrences of newspapers 39
4.1 Distribution of medical ads per year 42
4.2 Medical ads and the corresponding newspapers 43
4.3 Number of words in medical ads 44
4.4 Multiple occurrences of medical ads 45
4.5 Book ads and the corresponding newspapers 47
4.6 Distribution of book ads per year 48
4.7 Multiple occurrences of book ads 49
4.8 Number of words in book ads 50
5.1 Bendel s model (1998:106) 56
6.1 Distribution of medical ads per year 61
6.3 One medical advertisement in three decades 66
6.4 Most frequent features under selling modality 71
6.5 Two features combined 73
6.6 Three features combined 74
6.7 Four features combined 74
6.8 Overview of all NP features in all years 76
6.9 Selling modality in German and English ads 79
6.10 Adjectives in medical ads (in order of frequency, above 10%) 91
6.11 Overview of formal elements in medical ads 92
6.12 Headlines in medical ads 93
6.13 General and specific content of headlines 96
6.14 Initial capitals and digits in medical ads 98
6.15 Signature lines in medical ads 101
6.16 Standing details in medical ads 102
6.17 Distribution of testimonials in medical ads 105
6.18 Signature line in testimonials 110
iv
6.19 Summary of obligatory and typical elements in testimonials Ill
6.20 Content structure Ill
7.1 Book ads in Model 1 115
7.2 Book ads in Model 2 117
7.3 Book ads in three models 120
7.4 Number of headlines in book ads 122
7.5 Headlines in book ads 123
7.6 Number of words in body copy Model 1 and Model 3 125
7.7 Body copy in Model 1 126
7.8 Standing details in book ads 127
7.9 Headline, body copy and standing details in relation (Model 1) 129
7.10 Initial capitals, digits and N.B. in book ads 131
7.11 Obligatory text features in book ads 136
7.12 Overview of different book formats 139
7.13 Number of words in book ads 141
8.1 Number of words in medical ads and book ads 146
8.2 Overview of formal elements in medical ads and book ads 147
8.3 Headlines in medical ads and book ads 148
8.4 Standing details in medical ads and book ads 149
8.5 Initial capitals in medical ads and book ads 150
8.6 Digits in medical ads and book ads 151
9.1 Statistics of the ZEN Corpus, Version 1.0, May 2004 169
9.2 List of newspaper abbreviations 172
9.3 Newspapers containing medical ads 174
9.4 Newspapers containing book ads 176
v
List of Illustrations
1 SUmming Pill 2
2.1 Dr. James s Powder for Fevers (Power 1933:174a) 26
3.1 Newspaper text corresponding to TEI format text (1721 WJB 01837) ... 36
3.2 Newspaper text corresponding to TEI format text (1681 IPM 00018) ... 37
4.1 Graphic representation of the average number of words in book ads per year 50
5.1 Decorated initial (1711 PMN 01974) 58
5.2 Digit and capital initial letter (1701 PMN 00851) 59
5.3 First seven bars from the second movement of Mahler s second symphony . 60
6.1 New cure (1701 LCR 00270) 63
6.2 Oxford and Cambridge mentioned (1731 DAT 00001) 72
6.3 Dublin mentioned (1791 LCR 05362) 72
6.4 NP features per years in % 77
6.5 Distribution of the most frequent verb phrases 87
6.6 General headline (1701 EPT 00221) 95
6.7 Specific headline (1791 PAD 17683) 95
6.8 Plain initial letter
(1761 LCR 00675) 97
6.9 Decorated initial letter (1761 RWJ 08901) 97
6.10 Two examples of digits in one medical ad (1791 LCR 05362) 99
6.11 Illustration (1731 CJL 00242) 100
6.12 Illustration (1731 CJL 00242) 100
6.13 Testimonial in a nineteenth century medical ad 109
7.1 Model 1 (1761 LCR 00675) 114
7.2 Model 2 (1721 PBY 04984) 116
7.3 Model 3 (1701 EPT 00059) 117
7.4 Unclear category (1701 PMN 00851) 118
7.5 Long body copy (1741 POL 00662) 124
7.6 Standing details marked (1741 CEA 00265) 127
7.7 Initial capital letters (1701 EPT 00059) 130
7.8 Index, digit (1701 LPT 00434) 130
7.9 Long book ad (1741 DPT 06783) 142
vi
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| genre | (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV019774893 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:05:49Z |
| institution | BVB |
| isbn | 3832233210 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013100970 |
| oclc_num | 60551639 |
| open_access_boolean | |
| owner | DE-12 DE-384 DE-11 DE-188 |
| owner_facet | DE-12 DE-384 DE-11 DE-188 |
| physical | VI, 182 S. graph. Darst. 21 cm, 291 gr. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Shaker |
| record_format | marc |
| series2 | Sprache und Kultur |
| spelling | Keller, Caren auf dem Verfasser aut Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements Caren auf dem Keller Aachen Shaker 2004 VI, 182 S. graph. Darst. 21 cm, 291 gr. txt rdacontent n rdamedia nc rdacarrier Sprache und Kultur Zugl.: Zürich, Univ., Diss., 2003/04 Geschichte 1700-1800 Geschichte 1700-1791 gnd rswk-swf Geschichte Medizin Advertising as Topic history England Advertising Books England History 18th century Advertising Medicine England History 18th century Advertising, Newspaper England History 18th century Drug Industry history England History, 18th Century England Newspapers history England Nostrums England Anzeige (DE-588)4002377-1 gnd rswk-swf Zeitung (DE-588)4067510-5 gnd rswk-swf Medizin (DE-588)4038243-6 gnd rswk-swf Buch (DE-588)4008570-3 gnd rswk-swf Werbesprache (DE-588)4065535-0 gnd rswk-swf Englisch (DE-588)4014777-0 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Englisch (DE-588)4014777-0 s Zeitung (DE-588)4067510-5 s Werbesprache (DE-588)4065535-0 s Medizin (DE-588)4038243-6 s Geschichte 1700-1791 z DE-604 Buch (DE-588)4008570-3 s Anzeige (DE-588)4002377-1 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013100970&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Keller, Caren auf dem Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements Geschichte Medizin Advertising as Topic history England Advertising Books England History 18th century Advertising Medicine England History 18th century Advertising, Newspaper England History 18th century Drug Industry history England History, 18th Century England Newspapers history England Nostrums England Anzeige (DE-588)4002377-1 gnd Zeitung (DE-588)4067510-5 gnd Medizin (DE-588)4038243-6 gnd Buch (DE-588)4008570-3 gnd Werbesprache (DE-588)4065535-0 gnd Englisch (DE-588)4014777-0 gnd |
| subject_GND | (DE-588)4002377-1 (DE-588)4067510-5 (DE-588)4038243-6 (DE-588)4008570-3 (DE-588)4065535-0 (DE-588)4014777-0 (DE-588)4113937-9 |
| title | Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements |
| title_auth | Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements |
| title_exact_search | Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements |
| title_full | Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements Caren auf dem Keller |
| title_fullStr | Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements Caren auf dem Keller |
| title_full_unstemmed | Textual structures in eighteenth-century newspaper advertising a corpus-based study of medical advertisements and book advertisements Caren auf dem Keller |
| title_short | Textual structures in eighteenth-century newspaper advertising |
| title_sort | textual structures in eighteenth century newspaper advertising a corpus based study of medical advertisements and book advertisements |
| title_sub | a corpus-based study of medical advertisements and book advertisements |
| topic | Geschichte Medizin Advertising as Topic history England Advertising Books England History 18th century Advertising Medicine England History 18th century Advertising, Newspaper England History 18th century Drug Industry history England History, 18th Century England Newspapers history England Nostrums England Anzeige (DE-588)4002377-1 gnd Zeitung (DE-588)4067510-5 gnd Medizin (DE-588)4038243-6 gnd Buch (DE-588)4008570-3 gnd Werbesprache (DE-588)4065535-0 gnd Englisch (DE-588)4014777-0 gnd |
| topic_facet | Geschichte Medizin Advertising as Topic history England Advertising Books England History 18th century Advertising Medicine England History 18th century Advertising, Newspaper England History 18th century Drug Industry history England History, 18th Century England Newspapers history England Nostrums England Anzeige Zeitung Buch Werbesprache Englisch Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013100970&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kellercarenaufdem textualstructuresineighteenthcenturynewspaperadvertisingacorpusbasedstudyofmedicaladvertisementsandbookadvertisements |