Parallelism in Advertising Copy

Ilka Kreimendahl

• Publisher: GRIN Verlag
• Year: 2003
• eBook ISBN: 9783638214292
• Edition: 0
• Topic: Literature
• Subtopic: European Literary Collections
• Index: Literature

Seminar paper from the year 2001 in the subject English Language and Literature Studies - Linguistics, grade: 3 (C), University of Kassel (FB Anglistics), course: Semiotics of Advertising, language: English, abstract: Semiotic analysis is the study of language, texts and communication. It shows howmeanings are constructed and what these meanings are. This seminar paper will concentrateon the analysis of parallelism and recurrences in advertising copy. To begin with, I will give ashort explanation of specific terms that are central to the paper and need clarification. Inchapter three and four, the document will focus on the use of parallelism in spoken as well asin written discourse including a table with the possible constellations of correspondence, while the fifth chapter deals with the use of recurrence and parallelism in advertising copy.Furthermore, I will give several examples and present a few other parallel constructions thatoccur in advertisements. To conclude, the term paper discusses the question of paraphrasingand repeating as being patterns of style, ending with a summary of the results. The expression "advertising derives from the medieval Latin verb advertere" andmeans 'to direct one's attention to' (Danesi 1995: 11). Today advertisements are understood as"any type or form of public announcement intended to promote the sale of specificcommodities or services" (ibd.). They are predominately used for commercial purpose;especially for the so-called consumer advertising where the intention of the ad is themarketing of a certain product. Commercials and advertisements function by means ofpersuasion – the messages are designed in a manner that influences the way the consumerperceives goods, a discovery that will help later on to understand the use of parallelism inadvertising. [...]