Title

The discourse of print advertising in the Philippines: Generic structures and linguistic features

Added Title

Pacific Asia Conference on Language, Information and Computation (22nd)
PACLIC 22

College

Br. Andrew Gonzalez FSC College of Education

Department/Unit

Dept of English and Applied Linguistics

Document Type

Conference Proceeding

Source Title

Proceedings of the 22nd Pacific Asia Conference on Language, Information and Computation, PACLIC 22

First Page

1

Last Page

15

Abstract

This paper aims to examine the generic structures and linguistic properties of ads in Philippine magazines. Taken from the Corpus of Asian Magazine Advertising: The Philippine Database, the corpus consists of seventy-four ads for consumer nondurables such as medicines, vitamins and food supplements, and cosmetic/beauty/personal hygiene products. The study found that the ads demonstrated preference for certain generic structures and linguistic features, making them 'reason' (rather than 'tickle') ads which may be described as direct. The paper argues that the directness of these ads contributes to making them covert communication. © 2008 by Danilo T. Dayag.

html

Disciplines

Advertising and Promotion Management | South and Southeast Asian Languages and Societies

Keywords

Language and languages in advertising; Linguistic analysis (Linguistics); Genre prints

Upload File

wf_no

This document is currently not available here.

Share

COinS