Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse

Gelešić, Mario

undergraduate thesis

Exploring the grammar of ads: a corpus-based study of grammar and meaning in discourse

Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Humanities and Social Sciences, 2019. urn:nbn:hr:142:617775

Gelešić, Mario

Josip Juraj Strossmayer University of Osijek
Faculty of Humanities and Social Sciences

Institutional repository: FFOS-repository

Cite this document

APA 6th Edition

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

MLA 8th Edition

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

Chicago 17th Edition

Harvard

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 09 September 2024, https://urn.nsk.hr/urn:nbn:hr:142:617775

Vancouver

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 September 09] Available at: https://urn.nsk.hr/urn:nbn:hr:142:617775

IEEE

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

Cite this item: https://urn.nsk.hr/urn:nbn:hr:142:617775

Metadata

Title	Exploring 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
Author	Mario Gelešić
Mentor	Gabrijela Buljan (mentor)
Granter	Josip Juraj Strossmayer University of Osijek Faculty of Humanities and Social Sciences Osijek
Defense date and country	2019-09-18, 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
Language	english
URN:NBN	urn:nbn:hr:142:617775
Study programme	Title: 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 programme	Title: 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 resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Created on	2020-02-11 09:09:18

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