English for Sale
A Study of the Language of Advertising
By Lars Hermeren
Lund University Press
204 pages, Illustrated, 6 1/4" x 8 3/4"
$62.00 Paper Original
This book is a new study of the language of advertising based on a large number of advertisements in English from around the world. This book shows that advertising often appropriates other genres (such as telegrammes, diaries and conversation). In particular, it investigates the persuasive strategies used in advertising, especially those of a verbal nature. These strategies include the use of pronouns and questions, rhetorical devices, such as metaphor and metonymy. The investigation also shows how social values are exploited by representing products and services as stepping stones to social advancement. The book contains some fifty reproductions of advertisements.
Lund Studies in English No. 99
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