Self-marketing in British Online Personal Advertisements

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Self-marketing in British Online Personal Advertisements

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Self-marketing in British Online Personal Advertisements

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AI - Jazykověda

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

9

Strana od-do

141-149

Název nakladatele

Univerzita Tomáše Bati ve Zlíně

Místo vydání

Zlín

Místo konání akce

Univerzita Tomáše Bati ve Zlíně

Datum konání akce

5. 9. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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