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


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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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Semiotica
Citation Index A&HCI
Language English
Title Advertising to Canada's official language groups: A comparative critical discourse analysis
Volume 176
Year 2009
Page from 165
Page to 176
Reviewed? Y
URL http://www.reference-global.com/eprint/EkYe8vNqxWeWYiz4my3E/abs/10.1515/semi.2009.066

Associations

People
Kuhn, Julia Therese (Former researcher)
Lick, Erhard (Former researcher)
Organization
Institute for Romance Languages IN (Details)
Department of Foreign Language Business Communication DP (Details)
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