13. Multilingualism and the Modes of TV Advertising

Chapters in this book

1. Prelim pages i
2. Table of contents v
3. Introduction vii
4. PART 1. News, Headlines, Advertisements: How Newspapers Developed
5. 1. ZEN: Preparing the Zurich English Newspaper Corpus 3
6. 2. Pamphlets and Early Newspapers: Political Interaction vs News Reporting 25
7. 3. The Emergence and Development of Headlines in English Newspapers 45
8. 4. Women and Headline-Policy in German and English Local Daily Newspapers 67
9. 5. Two Hundred Years of Advertising in The Times: the Development of Text Type Markers 85
10. 6. “Look how Sexist our Advert is!” The ‘Postmodernization’ of Sexism and Stereotyped Female Role Portrayals in Print Advertisements 111
11. PART 2. The Genres of Present-day Newspapers: a Critical View
12. 7. Newspaper Genres and Newspaper English 131
13. 8. From Genre to Sentence: the Leading Article and its Linguistic Realization 151
14. 9. News Stories and News Events — a Changing Relationship 177
15. 10. Kenneth Starr and Us: The Internet and the Vanishing of the Journalist 197
16. PART 3. The Challenge of Television
17. 11. Towards an Analysis of Interpersonal Meaning in Daytime Talk Shows 217
18. 12. Verbal Turn-Taking and Picture Turn-Taking in TV Interviews 241
19. 13. Multilingualism and the Modes of TV Advertising 263
20. Index 283