DISCOURSE OF INTERNET ADVERTISING - TEXTUAL ADVERTISEMENTS IN THE ENGLISH LANGUAGE (A GENRE ANALYSIS)
Keywords:
анализа жанра, оглашавање, текстуални огласиAbstract
The aim of this paper is to analyse the genre of online text advertisements by using the method of genre analysis. The hypothesis of the research is that the online text ads are different by their communicative purpose, rhetoric structure and grammatical and lexical units used from other advertisements in other media (TV, radio, prints ads) as well as from the other online advertisements (ex. web banners). The analysis showed that online text ads have reduced structure which consists of the following: *(Situation) (Defining the problem, need or desire)^ <{(Product identification) (Product description) (Effects of use of product)}> *(Stimulation of the buyer) <Company promotion> <Call for action>.
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Хадић Забала 2007: L. Hadic Zabala, “The genre of on-line personal ads“. In Proceedings of the 22nd Northwest Linguistics Conference, 133-144. http://www.sfu.ca/gradlings/NWLC_Proceedings/hadiczabala133-144.pdf (03.06.2010)
Батиа 1993: V. K. Bhatia, Analysing genre: Language use in professional settings, Longman, London - New York.
Бритио 1996: P. Bruthiaux, Discourse of Classified Advertising : Exploring the Nature of Linguistic Simplicity, Oxford University Press, Oxford, UK. Бродер и Јосифовски 2009: A. Broder, and V. Josifovski, Introduction to Computational Advertising, lecture, Course MS&E 239, Autumn 2009, Stanford University, USA http://www.stanford.edu/class/msande239/lectures/lecture-01.pdf (09.06.2010).
Валор 2005: L. G. Valor, “Advertising books: a linguistic analysis of blurbs“ http://www.aelfe.org/documents/04-Ib10-Gea.pdf (08.06.2010).
Годард 1998: А. Goddard, Language of Advertising : Written Texts, Routledge, London, UK.
Гугл 2010а: Google AdWords Помоћ: Шта је то кoнтекстуално циљање? https://adwords.google.com/support/aw/bin/answer.py?hl=sr&answer=91765 (13.06.2010).
Гугл 2010б: Google AdWords Помоћ: Колико текста могу да садрже огласи? https://adwords.google.com/support/aw/bin/answer.py?hl=sr&answer=6095 (13.06.2010).
дел Саз 2000: M. del Saz, “La cortesía en el discurso publicitario“ SELL Mono-graphs, nº 8.van, Universitat de València, València, Еspana.
Егинс 2004: S. Eggins, An Introduction to Systemic Functional Linguistics, Pinter Publishers, London, UK (1st edition 1994).
Егинс и Слејд 2005: S. Eggins, D. Slade, Analysing Casual Conversation, Equinox Publishing Ltd, London, UK.
Kук 2007: G. Cook, The Discourse of Advertising [Kindle Edition] T & F Books, UK.
Лич 1966: G. Leech, English in advertising: A linguistic study of advertising in Great Britain, Longmans, London.
Свејлз, 1990: J. M. Swales, Genre Analysis. English in Academic and Research Settings, Cambridge University Press, Cambridge, UK.
Силашки 2008: N. Silaški “The discourse of advertising: a comparative genre analysis of English and Serbian”, Primenjena lingvistika, br. 9, 240-250. Силашки и др. 2009: N. Silaški, T. Đurović, B. Radić-Bojanić Javni diskurs Srbije, Ekonomski fakultet, Beograd.
Хадић Забала 2007: L. Hadic Zabala, “The genre of on-line personal ads“. In Proceedings of the 22nd Northwest Linguistics Conference, 133-144. http://www.sfu.ca/gradlings/NWLC_Proceedings/hadiczabala133-144.pdf (03.06.2010)
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Published
06-26-2011
How to Cite
Banković М. (2011). DISCOURSE OF INTERNET ADVERTISING - TEXTUAL ADVERTISEMENTS IN THE ENGLISH LANGUAGE (A GENRE ANALYSIS). Nasleđe, 8(17), 311–324. Retrieved from http://35.189.211.7/index.php/nasledje/article/view/339
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