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Rhetorical figures and the translation of advertising headlines

Rhetorical figures and the translation of advertising headlines

Smith, Karen (2007) Rhetorical figures and the translation of advertising headlines. In: Cook, Guy, (ed.) The Language of Advertising: Modern Themes in English Studies. Major Themes in English Studies, 2 . Routledge, Abingdon, UK, pp. 228-253. ISBN 978-0-415-41215-5

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Item Type: Book Section
Additional Information: [1] Chapter 41 - in Volume 2: The Social Context of Advertising Language, Part 5: Advertising Across Cultures. [2] Publisher's description (from website): Advertising is one of the most prominent, powerful, and ubiquitous contemporary uses of language. Its seductive and controversial quality has attracted consistent and intense attention across a range of academic disciplines including linguistics, media studies, politics, semiotics, and sociology. The reasons for this academic interest are far from superficial. The study of advertising brings together many of the key social and political issues of our time: the new capitalism; globalization; overconsumption and the environment; cultural and individual identities; and the communications revolution. It provides insight into the ideologies and values of contemporary societies. Advertising’s creative use of language makes it a particularly rich site for language and discourse analysis. Operating in all media and exploiting the interaction between word, sound, and image, it provides a key location for studies of multimodal communication. Simultaneously poetic and commercial, it raises questions about the nature of creativity and art. Ever since the intensification of advertising in the 1950s, leading scholars have analysed its use of language. This new four-volume Routledge Major Work brings together for the first time the most seminal and controversial works, allowing users to obtain a wide and inclusive view of this rewarding topic. It will be welcomed by scholars and other researchers in the field as an invaluable ‘mini library’ on the language of advertising.
Uncontrolled Keywords: advertising, rhetorical figures, Russian, English
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Educational Development Unit
Related URLs:
Last Modified: 14 Oct 2016 09:20
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/8300

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