Advertising and Advertising as a type of discourse

Essay from the year 1998 in the subject Communications - Public Relations Advertising Marketing Social Media University of Münster (Englisches Seminar) language: English abstract: The topic of this essay is Advertising and The Discourse of Advertising. The author of this essay sums up some of the main ideas of Guy Cook Geoffrey N. Leech Greg Myers and Prof. Dr. Klaus Ostheeren E.M. In order to look at an ad as a discourse type it is necessary to look at Jacques Dubois and the Groupe µ who worked on the structure of language rhetorical operations Isotopies and Metabolies. The latter can either evoke the pleasure of recognition or the pleasure of surprise. The AIDA-formular the term register the standard components of press advertisements etc. are also subject of this essay.