This comprehensive introduction to advertising discourse examines the language of contemporary advertising, not as an isolated object, but in complex interaction with the texts around it. Clearly explaining relevant theories of linguistics and poetics, each chapter ends with a series of stimulating exercises, and theoretical discussion is accompanied by examples from literary and sub-literary texts and recent advertisements. Putting forward the controversial view that adverts answer a need for play and display in contemporary society, Guy Cook explores the social function of advertising, moving from the uses of sound and sight, through creativity and word play to the poetic intricacies of the text to assess the effect of these on the people who receive adverts everyday, and whose identity is partly constructed by them.
Taylor & Francis; January 1992
- ISBN 9781134965625
- Read online, or download in secure PDF format
- Title: Discourse of Advertising
- Author: Guy Cook
Imprint: Taylor & Francis