![]() situation (relation of objects and people) participants (are part of the context and observers) are senders - addressers - adressees - receivers the advertising agency: sender - actor: addressor the adressee: might be a specific target group the receiver: anyone who sees the ad the receiver is not always the adressee (for ex. ![]() the paralanguage (the behaviour accompanying language such as facial expressions, gestures, the voice quality) the co-text (text which precedes or follows the text under analysis) Acccording to Cook, one has to take into account ![]() The reason for this is that there is no act of communication without participants, intertext, situation, paralanguage, etc.Īdvertising is not static, but a dynamic synthesis of many components. A discourse analysis consists both of an analysis of language and an analysis of the context of communication. Advertising and advertising as a type of discourseĬook considers advertisements to be a type of discourse. ![]()
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