|
The Discourse of Advertising 1st edition 1992 2nd edition 2001 272 pages Complementary Texts Keywords Copyright © 2000-2007 Isabel Pedersen |
Cook draws heavily on the works of others (e.g., Williamson,
Roland Barthes, Mikhail Baktin, Saussure, Peirce. Lakoff etc.) in order to
arise with a theory of Advertising Discourse. He draws liberally upon
semiotical, linguistic and rhetorical models in order to do so. He works from the bottom up describing the material,
text and people involved with advertising. There are certain terms upon which
he builds: v Substance
– the physical material used to carry and relay text v Music
and pictures v Paralanguage
– meaningful behaviour accompanying language (e.g., facial expression, letter
size, table arrangement) v Situation
– properties and relations of objects in the vicinity of a text v co-text
– text preceding or following which belongs in the same realm of discourse v Intertext
– associated text belonging to a different realm of discourse v Participants
– senders, receivers, addressers and addressees v Function
– what the text is intended to do by the participants Cook also introduces his notion of Modes: Music, Pictures and Language. He then goes on to discuss the intermingling of submodes in ads. Examples of submodes are: songs, speeches and writing. |