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Download full textGramberg, Anne-Katrin – 1989
A comparison of German and American advertising reveals differences in technique and structures. Persuasion is central in both, but the grammatical structures and illocutionary devices available in each language vary. The culture is also reflected in the type and degree to which each language uses techniques of persuasive language. The findings…
Descriptors: Advertising, Business Communication, Comparative Analysis, Cultural Differences
Batchelor, R. E.; Chebli-Saadi, M. – 1997
The textbook, entirely in French, is designed to help prepare anglophone students for French language usage in the media and telecommunications. It is organized according to two major themes. The first part addresses the French of advertising; chapter topics include the actors in advertising (agencies, announcers, supports), forms of advertising,…
Descriptors: Advertising, Business Communication, Computer Networks, Creativity
Riggins, Stephen Harold, Ed. – 1997
A collection of essays on "the other" in discourse includes: "The Rhetoric of Othering" (Stephen Harold Riggins); "Political Discourse and Racism: Describing Others in Western Parliaments" (Teun A. van Dijk); "'Das Ausland' and Anti-Semitic Discourse: The Discursive Construction of the Other" (Ruth Wodak);…
Descriptors: Administrative Policy, Advertising, Afrocentrism, Anti Semitism
