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undergraduate thesis
Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse
2019. urn:nbn:hr:142:617775
Gelešić, Mario
Josip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences

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Gelešić, M. (2019). Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:142:617775

Gelešić, Mario. "Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:142:617775

Gelešić, Mario. "Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:142:617775

Gelešić, M. (2019). 'Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, accessed 03 December 2024, https://urn.nsk.hr/urn:nbn:hr:142:617775

Gelešić M. Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences; 2019 [cited 2024 December 03] Available at: https://urn.nsk.hr/urn:nbn:hr:142:617775

M. Gelešić, "Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:142:617775

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Metadata
TitleExploring the grammar of ads: a corpus-based study of grammar and meaning in discourse
Title (croatian)O gramatičkim obilježjima jezika reklama: korpusna studija o gramatici i značenju u diskursu
AuthorMario Gelešić
MentorGabrijela Buljan (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences
Osijek
Defense date and country2019-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
The purpose of this paper was to explore how various grammatical devices can be effectively used to fulfil the primary purposes of advertising language. Earlier studies have shown that advertising language can be characterised by vagueness and syntactic simplicity, the use of metaphorical language, lexical innovation and special uses of personal pronouns. In this paper, the focus was on product and non-product print advertisements, which were explored with the view of establishing connections between the form - namely the grammatical constructions used in advertisements – and their functions. The main assumption underlying in this paper is that grammar may be strategically used in the discourse of advertising to help advertisements achieve their main functions – to persuade, to inform and to entertain, but also to catch the attention of the target audience. The corpus of data for this paper features 59 print ads chosen randomly by browsing through websites featuring advertisements. Due to its exploratory nature, this paper was not based on any statistical analyses, but solely on descriptive analysis. The results of this study largely support our expectation – the grammatical constructions used in ads affect the discourse of advertising and the allow ads to fulfil their functions. Therefore, the conclusion drawn in this paper is that advertisers can control the message(s) and meaning(s) by choice of certain grammatical, i.e. linguistic constructions, making advertising subject to advertiser’s manipulation.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:142:617775
Study programmeTitle: English Language and Literature (double major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) engleskoga jezika i književnosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) engleskoga jezika i književnosti)
Study programmeTitle: Pedagogy (double major)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) pedagogije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) pedagogije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-02-11 09:09:18