Has the Syntax of Advertising changed? A Syntactic Analysis of Slogans on the basis of Leech’s Concept of Standard Advertising Language (eBook, PDF)

Has the Syntax of Advertising changed? A Syntactic Analysis of Slogans on the basis of Leech’s Concept of Standard Advertising Language (eBook, PDF)

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Seminar paper from the year 2014 in the subject English Language and Literature Studies - Linguistics, grade: 1,3, University of Mannheim (Anglistische Linguistik (A1)), language: English, abstract: This paper investigates whether the syntactic features of current advertising slogans are still congruent with Leech’s concept of Standard Advertising Language (established in 1966) since it is a linguistic framework still widely accepted among scholars. But more importantly, because it can provide an answer to a more far-reaching question lying behind the issue of the applicability of Leech’s ...