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Establishing Reader Involvement in Transnational Marketing Communications: Relative Focus on Speech-Like or Written-Like Strategy.
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Frank, Jane – 1990
A study examined the use of three linguistic features imitating speech found in two groups of direct-mail marketing texts, in order to show differences in the ways U.S.-based and transnational efforts exploit readers' expectations regarding "literate" versus "oral" modes of expression. Two groups of sales letters, 25 U.S.-based…
Descriptors: Advertising, Business Administration Education, Business Communication, Discourse Analysis