Self-marketing in British Online Personal Advertisements

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F15%3A43873648" target="_blank" >RIV/70883521:28150/15:43873648 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Self-marketing in British Online Personal Advertisements
Original language description
Employing the method of genre analysis, this paper examines self-marketing discursive devices employed in British online personal ads. It is revealed that among the formal devices serving to attract attention, raise interest and incite responses are rhetorical tools typical of advertisements for products and services, the discursive construction of a bond and closeness between the advertiser and the reader, and the adoption of elements typical of spoken faceto- face interaction. As for the content, advertisers not only draw upon a conventional positive self-presentation but also exploit and resist the conventions of the genre by foregrounding their negative characteristics. Overall, a tendency of a shift from an overt discursive self-marketing to an indirect promotion involving the construction of authenticity is traced in the corpus.
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
From Theory to Practice 2013: Proceedings of the Fifth International Conference on Anglophone Studies
ISBN
978-80-7454-450-7
ISSN
1805-9899
e-ISSN
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Number of pages
9
Pages from-to
141-149
Publisher name
Univerzita Tomáše Bati ve Zlíně
Place of publication
Zlín
Event location
Univerzita Tomáše Bati ve Zlíně
Event date
Sep 5, 2013
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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