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advertese

"advertese" por einar korpus en Inglés(1 entradas)

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http://einarkorpus.xihalife.com/

2008-08-27 - about advertese

In my work as a writer, copywriter and lecturer, I always tend to come back to one thing: advertese (i e, the language used in advertising). It´s not a language in its own right. Rather, it´s a language posited within every other language. Every language in a culture where advertising exists, that is. This means it is in many ways, if not multilingual, then cross-linguistic.

This is what fascinates me, really. Even though languages obviously are quite different from each other, varieties like advertese tend to extend beyond traditional language borders. Advertese is but one of these varieties. Journalese is another, and possibly financialese as well as other -eses.

But advertese is what I´m specifically interested in. You know, the way advertising (newspaper ads, tv commercials, radio commercials etc) has a certain way of using any actual language for convincing potential customers. The text in the typewriter picture is in Swedish and says, Oh, so you´re one of those funny writers. It refers to the cliché that copywriters often try to be witty. The cliché is not completely untrue, by the way.

So, what about advertese and advertising? Well, I have no wish to criticize advertising as a phenomenon. I like advertising and believe it´s not only a household feature of many of today´s cultures; it is also a deeply integrated part of the social structure. In Sweden, for example. But certainly in a vast majority of other countries worldwide, too.

This is a short introductory take on the matter. I intend to return with more. Thank you for reading.

Regards,

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