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Lodz Papers in Pragmatics

Founded by Cap, Piotr

Editor-in-Chief: Chilton, Paul / Kopytowska, Monika

CiteScore 2018: 0.79

SCImago Journal Rank (SJR) 2018: 0.197
Source Normalized Impact per Paper (SNIP) 2018: 0.787

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Early nineteenth-century advertisements in the South African Commercial Advertiser – Global scheme and advertiser presentation

Matylda Włodarczyk,
Published Online: 2012-11-01 | DOI: https://doi.org/10.1515/lpp-2012-0014


Advertisements need to focus on a product or service on offer in order to disseminate a message effectively. Any other focus, for instance on the advertisement�s provider, seems at first sight counterintuitive. However, in an early nineteenth-century South African newspaper analysed here (1824), the focus is frequently on the advertisers themselves, because separate brand names or logos are not in use. Therefore, advertiser presentation appears to be a striking feature of the text type in the period. In this paper two basic strategies of advertiser presentation are discussed. Firstly, advertisers may be backgrounded by means of passivisation and block strategies. Secondly, advertisers may be foregrounded by means of third-person author (self) reference. The paper aims at integrating these two strategies into the global scheme of ad structure as discussed, among others, by Gieszinger (2001), Auf dem Keller (2004), G�rlach (2004), Gotti (2005) and Studer (2008).

Keywords: nineteenth-century advertising; text type; self-reference; news discourse; South African English

About the article

Matylda Włodarczyk,

Matylda Włodarczyk is an assistant professor at the School of English, Adam Mickiewicz University. She is currently working on the language of the 1820 British Settlers in the Cape Colony. Her research interests include genre studies, historical pragmatics, reported speech and history of postcolonial Englishes.

Published Online: 2012-11-01

Published in Print: 2012-11-01

Citation Information: Lodz Papers in Pragmatics, Volume 8, Issue 2, Pages 265–288, ISSN (Online) 1898-4436, ISSN (Print) 1895-6106, DOI: https://doi.org/10.1515/lpp-2012-0014.

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