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Can I read Early nineteenth-century advertisements in the South African Commercial Advertiser – Global scheme and advertiser presentation on EtoBox?
Early nineteenth-century advertisements in the South African Commercial Advertiser – Global scheme and advertiser presentation by Matylda Włodarczyk, is a Arts and Humanities article available to read on EtoBox.
What is Early nineteenth-century advertisements in the South African Commercial Advertiser – Global scheme and advertiser presentation about?
Advertisements need to focus on a product or service on offer in order to disseminate a message effectively. Any other focus, for instance on the advertisement's provider, seems at first sight counterintuitive. However, in an early nineteenth-century South African newspaper analysed here (1824), the focus is frequently on the advertisers themselves, because separate brand names or logos are not in use. Therefore, advertiser presentation appears to be a striking feature of the text type in the period. In this paper two basic strategies of advertiser presentation are discussed. Firstly, advertisers may be backgrounded by means of passivisation and block strategies. Secondly, advertisers may be foregrounded by means of thirdperson author (self) reference. The paper aims at integrating these two strategies into the global scheme of ad structure as discussed, among others, by Gieszinger (2001),
Who reads Early nineteenth-century advertisements in the South African Commercial Advertiser – Global scheme and advertiser presentation?
It is typically read by researchers, students, and practitioners in Arts and Humanities.
- Author
- Matylda Włodarczyk,
- Publisher
- Walter de Gruyter GmbH
- Published
- 2012
- Language
- EN
- Field
- Arts and Humanities (Social Sciences)