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Title: Language and discourse in print media - bilingual communication for internet advertisements
Authors: Lee, YPM
Keywords: Advertisements on internet
Bilingual communication
Promotion texts
Print media
Issue Date: 2003
Publisher: The Discourse and Cognitive Linguistics Society of Korea
Source: Discourse and cognition, 2003, v. 8, p. 133-148 How to cite?
Journal: Discourse and cognition 
Abstract: This study examines how language medium affects written discourse in a bilingual context of print media. It compares the discourse adopted in advertisements on Internet between two different languages, English and Chinese, Studies of bilingual communication in print media, like promotion texts, have gained considerable insight into the relationship between language and discourse. These studies illustrate how language medium affects the discourse of a text. With a similar purpose or function, texts written in different languages adopt the discourse which is appropriate for the target readership. In order to draft effective bilingual texts for readers of different first language (L1) and cultural backgrounds, writers need to write the bilingual texts on a parallel basis, serving equivalent purpose or function for the target readership. The main objective of this study is to address the relationship between language and written discourse. By identifying the differences in several aspects of discourse, including approaches, foci, degree of elaboration and specificity, rhetoric and address forms, in bilingual (English and Chinese) advertisements of credit card promotion on Internet, the study illustrates how the change in language medium leads to the change in the discourse of a text.
ISSN: 1226-569
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