This paper presents an analysis of language choices in advertising texts. The text Language Guidelines for Advertisers was analysed to show the professional stance of language revisers and the persistence of the traditional model of language registers, which cannot be a linguistic method. Advertising is freed from genre limitations and its first principle is the search for an appropriate language of address; only then, by exploiting known genres and hybridising them, is an advertisement created that attracts attention and convinces addressees to buy something or accept new ideas.
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