18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France)
-
Gudrun Held
Abstract
Referring to the media situation in Italy and France this article gives an overview of the most important findings of linguistic research into advertising. Starting initially from traditional print ads as multimodal texts it is shown how advertising language goes from being a general, but simple repertoire of rhetorically charged words and phrases to turning out to be a particular mode which, in deliberate intersection with the visual code, opens new ways for arousing semantic and pragmatic properties that immediately capture the potential consumers’ attention and interest. Accordingly, common and different characteristics of advertising in the AV media - in terms of their growing influence, namely in radio, cinema and television - are set out. The various issues are further looked up in the partly emerging linguistic literature and its relevance with regard to the Italian and French areas, their specific sociohistorical development and current media culture. The article thus gives insight into both, the main characteristics of advertising language as a mediating system of “hidden persuasion”, and the technological evolution of 20th century media society and its effects on language and text as promotional means in mass communication.
Abstract
Referring to the media situation in Italy and France this article gives an overview of the most important findings of linguistic research into advertising. Starting initially from traditional print ads as multimodal texts it is shown how advertising language goes from being a general, but simple repertoire of rhetorically charged words and phrases to turning out to be a particular mode which, in deliberate intersection with the visual code, opens new ways for arousing semantic and pragmatic properties that immediately capture the potential consumers’ attention and interest. Accordingly, common and different characteristics of advertising in the AV media - in terms of their growing influence, namely in radio, cinema and television - are set out. The various issues are further looked up in the partly emerging linguistic literature and its relevance with regard to the Italian and French areas, their specific sociohistorical development and current media culture. The article thus gives insight into both, the main characteristics of advertising language as a mediating system of “hidden persuasion”, and the technological evolution of 20th century media society and its effects on language and text as promotional means in mass communication.
Chapters in this book
- Frontmatter I
- Manuals of Romance Linguistics V
- Table of Contents VII
-
Media and Linguistics
- 0. Preface 3
- 1. Media Linguistics: Interfaces to Media and Communication Studies 10
-
Text Linguistic Approaches to Language in the Media
- 2. Text Linguistic Approaches I: Analysis of Media Texts 35
- 3. Text Linguistic Approaches II: Textuality of Online Media 54
- 4. Television Text Types 73
- 5. Online Text Types 94
- 6. Aspects of Advertising Language Online 110
-
Orality and Literacy of Media Text Types
- 7. Orality and Literacy in Cinema and Television 133
- 8. Orality and Literacy of Telephony and SMS 154
- 9. Orality and Literacy of Online Communication 176
-
Methods in Linguistic Media Research
- 10. Critical Discourse Analysis and New Media 203
- 11. Analyzing Multicodal Media Texts 245
- 12. Language in the Media: The Process Perspective 263
- 13. Tertiary Media Corpora of the Romance Languages 290
-
Romance Matters
- 14. The Role of Small Languages in the Media I: Presence of Romanian in Medial Communication 325
- 15. The Role of Small Languages in the Media II: Presence of Picard in Medial Communication 343
- 16. Audiovisual Latino Media in the US: The Emergence of Bilingual Media Text Genres in the Interface between Language Contact, Language Policy and Translation 363
- 17. Language Change through Medial Communication 381
- 18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France) 411
-
Media Texts and Multilingualism
- 19. Minority Languages in Media Communication 453
- 20. Audiovisual Translation 471
- 21. Crowdsourcing Translation 489
- 22. Software Localization into Romance Languages 506
- Index 521
Chapters in this book
- Frontmatter I
- Manuals of Romance Linguistics V
- Table of Contents VII
-
Media and Linguistics
- 0. Preface 3
- 1. Media Linguistics: Interfaces to Media and Communication Studies 10
-
Text Linguistic Approaches to Language in the Media
- 2. Text Linguistic Approaches I: Analysis of Media Texts 35
- 3. Text Linguistic Approaches II: Textuality of Online Media 54
- 4. Television Text Types 73
- 5. Online Text Types 94
- 6. Aspects of Advertising Language Online 110
-
Orality and Literacy of Media Text Types
- 7. Orality and Literacy in Cinema and Television 133
- 8. Orality and Literacy of Telephony and SMS 154
- 9. Orality and Literacy of Online Communication 176
-
Methods in Linguistic Media Research
- 10. Critical Discourse Analysis and New Media 203
- 11. Analyzing Multicodal Media Texts 245
- 12. Language in the Media: The Process Perspective 263
- 13. Tertiary Media Corpora of the Romance Languages 290
-
Romance Matters
- 14. The Role of Small Languages in the Media I: Presence of Romanian in Medial Communication 325
- 15. The Role of Small Languages in the Media II: Presence of Picard in Medial Communication 343
- 16. Audiovisual Latino Media in the US: The Emergence of Bilingual Media Text Genres in the Interface between Language Contact, Language Policy and Translation 363
- 17. Language Change through Medial Communication 381
- 18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France) 411
-
Media Texts and Multilingualism
- 19. Minority Languages in Media Communication 453
- 20. Audiovisual Translation 471
- 21. Crowdsourcing Translation 489
- 22. Software Localization into Romance Languages 506
- Index 521
