The Language of Advertising (Intertext Series).pdf

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The Language of Advertising

This accessible satellite textbook in the Routledge INTERTEXT series is unique

in offering students hands-on practical experience of textual analysis focused

on written advertisements. Written in a clear, userfriendly style by an

experienced writer and teacher, it combines practical activities with texts,

followed by commentaries to show how messages are constructed from

language and suggestions for research. It can be used individually or in

conjunction with the series core textbook, Working with Texts.

Aimed at A-Level and beginning undergraduate students, The Language of

Advertising :

focuses on the interrelation of language, image and layout

explores the discourse between ‘reader’ and advertisement

examines advertising strategies such as hooklines, puns and

connotations

looks at the relationship between advertising and culture

draws on literary and linguistic theory for analysis of texts

includes a wide range of advertisements from British Airways to

Castlemaine XXXX

has a comprehensive glossary of terms

Angela Goddard is Senior Lecturer in Language at the Centre for Human

Communication, Manchester Metropolitan University, and was a Chief

Moderator for the project element of the English Language A Level for twelve

years.

‘Angela Goddard is an outstanding educator; the book captures her

strengths: clarity, rigour, practical relevance and FUN.’

David Hurry, Sheffield Hallam University

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The Intertext series

Why does the phrase ‘spinning a yarn’ refer both to using language and making

cloth?

What might a piece of literary writing have in common with an advert or a note

from the milkman?

What aspects of language are important to understand when analysing texts?

The Routledge INTERTEXT series will develop readers’ understanding of how texts work. It

does this by showing some of the designs and patterns in the language from which they are

made, by placing texts within the contexts in which they occur, and by exploring relationships

between them.

The series consists of a foundation text, Working with Texts: A core book for language

analysis, which looks at language aspects essential for the analysis of texts, and a range of

satellite texts. These apply aspects of language to a particular topic area in more detail. They

complement the core text and can also be used alone, providing the user has the foundation

skills furnished by the core text.

Benefits of using this series:

Unique – written by a team of respected teachers and practitioners whose ideas and

activities have also been trialled independently

Multi-disciplinary – provides a foundation for the analysis of texts, supporting

students who want to achieve a detailed focus on language

Accessible – no previous knowledge of language analysis is assumed, just an interest

in language use

Comprehensive – wide coverage of different genres: literary texts, notes, memos,

signs, advertisements, leaflets, speeches, conversation

Student-friendly – contains suggestions for further reading; activities relating to texts

studied; commentaries after activities; key terms highlighted and an index of terms

The series editors:

Ronald Carter is Professor of Modern English Language in the Department of English Studies at the

University of Nottingham and is the editor of the Routledge INTERFACE series in Language and Literary

Studies. He is also co-author of The Routledge History of Literature in English. From 1989 to 1992 he was

seconded as National Director for the Language in the National Curriculum (LINC) project, directing a

£21.4 million inservice teacher education programme.

Angela Goddard is Senior Lecturer in Language at the Centre for Human Communication, Manchester

Metropolitan University, and was Chief Moderator for the project element of English Language A-Level

for the Northern Examination and Assessment Board (NEAB) from 1983 to 1995. Her publications

include The Language Awareness Project: Language and Gender, vols I and II, 1988, and Researching

Language, 1993 (Framework Press).

First series title:

Working with Texts: A core book for

language analysis

Ronald Carter, Angela Goddard, Danuta

Reah, Keith Sanger, Maggie Bowring

Satellite titles:

The Language of Sport

The Language of Newspapers

Adrian Beard

Danuta Reah

The Language of Advertising: Written texts

The Language of Humour

Angela Goddard

Alison Ross

The Language of Poetry

The Language of Fiction

John McRae

Keith Sanger

Related titles:

INTERFACE series:

Variety in Written English

Literary Studies in Action

Tony Bex

Alan Durant and Nigel Fabb

Language, Literature and Critical Practice

English in Speech and Writing

David Birch

Rebecca Hughes

A Linguistic History of English Poetry

Feminist Stylistics

Richard Bradford

Sara Mills

The Language of Jokes

Language in Popular Fiction

Delia Chiaro

Walter Nash

The Discourse of Advertising

Textual Intervention

Guy Cook

Rob Pope

Literature about Language

Vocabulary: Applied linguistic perspectives

Valerie Shepherd

Ronald Carter

Language through Literature

The Routledge History of Literature in English:

Paul Simpson

Britain and Ireland

Ronald Carter and John McRae

Language, Ideology and Point of View

Paul Simpson

Dramatic Discourse

Vimala Herman

Literature, Language and Change

J. Stephens and R. Waterhouse

Text and Discourse Analysis

Raphael Salkie

Language, Text and Context

edited by Michael Toolan

Stylistics

Laura Wright and Jonathan Hope

Twentieth-Century Poetry

edited by Peter Verdonk

Twentieth-Century Fiction

edited by Peter Verdonk and Jean Jaques

Weber

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