Kuhn, Julia Therese, Lick, Erhard. 2009. Advertising to Canada's official language groups: A comparative critical discourse analysis. Semiotica 176 165-176.
BibTeX
Abstract
Abstract Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertisement contains elements of a soft sell ad. Moreover, whereas the English advertisement uses more imperatives, stresses performance, and addresses the reader personally, the French advertisement has more interrogatives, is more passion-oriented, and only implicitly demands the reader to act.
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Status of publication | Published |
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Affiliation | WU |
Type of publication | Journal article |
Journal | Semiotica |
Citation Index | A&HCI |
Language | English |
Title | Advertising to Canada's official language groups: A comparative critical discourse analysis |
Volume | 176 |
Year | 2009 |
Page from | 165 |
Page to | 176 |
Reviewed? | Y |
URL | http://www.reference-global.com/eprint/EkYe8vNqxWeWYiz4my3E/abs/10.1515/semi.2009.066 |
Associations
- People
- Kuhn, Julia Therese (Former researcher)
- Lick, Erhard (Former researcher)
- Organization
- Institute for Romance Languages IN (Details)
- Department of Foreign Language Business Communication DP (Details)