Television Advertising and Televangelism: Discourse Analysis of Persuasive Language (Pragmatics & Beyond VII:5)

Television Advertising and Televangelism: Discourse Analysis of Persuasive Language (Pragmatics & Beyond VII:5)

By: Joseph F. Kess (author), Rosemarie Schmidt (author)Paperback

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The research reported in this volume attempts to refine our understanding of persuasive messages of television advertising by studying the role of language in persuasion in two ways. First, it comprises an attempt to refine our understanding of how language might function in persuasion by examining relevant work from a variety of related disciplines, potentially germane either in terms of their theoretical approaches to the process or in terms of the actual linguistic techniques which they have suggested as enhancing the persuasive impact of a message. Second, a comparative study was undertaken in order to test the generalizability of the linguistic features found to characterize persuasive language in television advertising.


1. 1. Introduction; 2. 1.1. General overview; 3. 1.2. Introductory comments on the nature of linguistic persuasion; 4. 1.3. Statement of purpose; 5. 2. The Language of Persuasion; 6. 2.1. The theoretical approaches to persuasion; 7. 2.2. The role of language in the persuasion process; 8. 2.3. The language of television advertising; 9. 2.4. Summary; 10. 3. The Language of Televangelism; 11. 3.1. Background to the description; 12. 3.2. Data; 13. 3.3. Methodology; 14. 3.4. Procedure; 15. 4. Results and Discussion; 16. 4.1. Linguistic novelty; 17. 4.2. Manipulative persuasion and repetition of names; 18. 4.3. Names as mini-advertisements; 19. 4.4. Mitigation of claims; 20. 4.5. Saying things indirectly; 21. 4.6. Adjectivalization processes; 22. 4.7. Imperative structures; 23. 4.8. Linguistic categories not found; 24. 5. Summary and Conclusions; 25. Footnotes; 26. Appendices; 27. A. H.P. Grice's Principles of Conversation; 28. B. Transcripts of Promotional Segments; 29. References

Product Details

  • ISBN13: 9789027225559
  • Format: Paperback
  • Number Of Pages: 97
  • ID: 9789027225559
  • weight: 190
  • ISBN10: 9027225559

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