Kuhn, Julia Therese, Lick, Erhard. 2009. Advertising to Canada's official language groups: A comparative critical discourse analysis. Semiotica 176 165-176.

RIS

@ARTICLE{Kuhn2009,
title = {Advertising to Canada's official language groups: A comparative critical discourse analysis},
author = {Julia Therese Kuhn and Erhard Lick},
year = {2009},
url = {http://www.reference-global.com/eprint/EkYe8vNqxWeWYiz4my3E/abs/10.1515/semi.2009.066},
volume = {176},
language = {EN},
pages = {165-176},
journal = {Semiotica},
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.},
}