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Manual of Romance Languages in the Media

Ed. by Bedijs, Kristina / Maaß, Christiane

Series:Manuals of Romance Linguistics 23

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Publication Date:
September 2017
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18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France)

Held, Gudrun


Referring to the media situation in Italy and France this article gives an overview of the most important findings of linguistic research into advertising. Starting initially from traditional print ads as multimodal texts it is shown how advertising language goes from being a general, but simple repertoire of rhetorically charged words and phrases to turning out to be a particular mode which, in deliberate intersection with the visual code, opens new ways for arousing semantic and pragmatic properties that immediately capture the potential consumers’ attention and interest. Accordingly, common and different characteristics of advertising in the AV media - in terms of their growing influence, namely in radio, cinema and television - are set out. The various issues are further looked up in the partly emerging linguistic literature and its relevance with regard to the Italian and French areas, their specific sociohistorical development and current media culture. The article thus gives insight into both, the main characteristics of advertising language as a mediating system of “hidden persuasion”, and the technological evolution of 20th century media society and its effects on language and text as promotional means in mass communication.

Citation Information

Gudrun Held (2017). 18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France). In Kristina Bedijs, Christiane Maaß (Eds.), Manual of Romance Languages in the Media (pp. 411–450). Berlin, Boston: De Gruyter. https://doi.org/10.1515/9783110314755-019

Book DOI: https://doi.org/10.1515/9783110314755

Online ISBN: 9783110314755

© 2017 Walter de Gruyter GmbH, Berlin/Munich/BostonGet Permission

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