Linguistics and Retextualization in Advertising

Paper Summary:

This paper explains that advertising must catch the customer's eye and offer something that he or she is interested enough to read. The author points out that, although most large advertising agencies have been aware for some time of the use of color, text and design especially in print ads, smaller agencies or companies that wish to self-promote their products or services may have more difficulty with these particular issues. The paper describes three print ads, what is right and wrong with them and what should be done to correct the problems through retextualization.

Table of Contents:
Theoretical
General Introduction
Introduction to the Discourse of Advertising
Functions and Structure of Advertising Discourse
Components of the Advertising Discourse
Descriptive
Analysis of Advertisements
Retextualizations of Advertisements
Conclusion

From the Paper:

"Many employers will take surveys and do other things to try to find out whether customers are satisfied with their company. Advertising agencies also do this, to determine what it is that people need and whether they like a new advertising campaign. After these have been conducted, the more conscientious companies will try to incorporate suggestions from their customers into the way that they do business in order to raise the satisfaction level that these customers feel when they shop with the company, and the more conscientious advertising agencies will try to adjust their advertisements so that they meet with the approval of the company that is buying the advertising and with the customers that will be viewing them."

Sample of Sources Used:

• Cavusgil, S., Zou, S. & Naidu, G.M. 1993. Product and Promotion Adaptation in Export Ventures: An Empirical Investigation. Journal of International Business Studies 24, 3: 479-506.
• Cook, G. 1992. The Discourse of Advertising (2nd ed.). London: Routledge.
• Coulthard, M. 1985. Introduction to Discourse Analysis (2nd ed.). New York: Longman.
• Goddard, A. 1998. The Language of Advertising. London: Routledge.
• Gould, S.J., Lerman, D.B., & Green, A.F. 1999. Agency Perceptions and Practices on Global IMC. Journal of Advertising Research 39, 1: 7-20.

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