Conducted by SHC
, Started on 2012 -
Completed on 2013
Completed
Published
Copyrighted
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Inasmuch as applied genre analysis is starting to pay attention to the study of advertising for academic and teaching purposes , this study emerged with the goal of defining promotional texts (PTs) using Bhatia’s multi perspective model of applied genre analysis (2002). Specifically, this looked into the following: PTs’ communicative functions, their linguistic features, socio-cognitive strategies employed, and their distinctive characteristics.
The descriptive-qualitative research design was employed that provided thick description and explanation of PTs. The corpus of this study consisted of 400 authentic PTs of 10 different types such as print flyers of products and services. These flyers were subjected to textual and contextual analyses.
The findings highlight PTs’ distinctive characteristics other than the thick description of their communicative functions, linguistic features and socio-cognitive strategies employed. Conclusions drawn emphasize the relevance and implications of PTs distinctive features in research, in instruction and in the field of marketing and advertising.