Linguistic Features and Discourse Modes in Advertisements Promoting Gender Equality - Prof, Apuntes de Filología Inglesa

¡Descarga Linguistic Features and Discourse Modes in Advertisements Promoting Gender Equality - Prof y más Apuntes en PDF de Filología Inglesa solo en Docsity! Advertising is not just about the commercial promotion of branded products, but can also encompass the idea of public denounce. That is the case of the campaigns Because I am a Girl of Plan International Canada and Gender Equality Now! of 4tomorrow an organization in favor of Human Rights. ■ WHAT – TEXT FUNCTION (impact, function) - To inform and raise awareness on the discriminatory situation of women. - Whereas advertisement A focuses on denouncing gender discrimination in our society and its aim is the parity in the treatment of men and women. Advertisement B seeks for the protection of women rights in underdeveloped countries and the fundraising for NGO Plan. ■ HOW – GENRE A was exposed in a design exhibition B was emitted on Canadian public TV ■ DISCOURSE MODE In both, the dominant mode is expository; we are presented a series of information supported by using examples, details, facts… in an objective way. Since they try to convince the reader –through strong arguments or an ending call for action- to take act in some specific way, we could say they share also some aspects with argumentative-persuasive texts. ■ HOW – LINGUISTIC FEATURES Higher elements Structure, moves +steps: They all share the same elements: a slogan or headline, text development, image, logo and further contact references. However the order differs: A presents them all at the same time with the image as background. B does it with the text on first position, followed by the slogan and at the end the impact image (larger as compensation). Theme & rheme: Both follow the progression theme (given)→ rheme (new information) Lower elements Grammatical cohesion: •