Establishing Reader Involvement in Transnational Marketing Communications: Relative Focus on Speech-Like or Written-Like Strategy.

Autor/in	Frank, Jane
Titel	Establishing Reader Involvement in Transnational Marketing Communications: Relative Focus on Speech-Like or Written-Like Strategy.
Quelle	(1990), (33 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Advertising; Business Administration Education; Business Communication; Discourse Analysis; Higher Education; International Trade; Language Research; Language Styles; Languages for Special Purposes; Marketing; Oral Language; Second Language Instruction; Written Language + Suchen Sie Ihr Suchwort? Werbung; Unternehmenskommunikation; Diskursanalyse; Hochschulbildung; Hochschulsystem; Hochschulwesen; Trade; International relations; Handel; Internationale Beziehungen; Sprachforschung; Sprachstil; Sprachhandlungsfähigkeit; Oral interpretation; Mündlicher Sprachgebrauch; Fremdsprachenunterricht; Geschriebene Sprache
Abstract	A study examined the use of three linguistic features imitating speech found in two groups of direct-mail marketing texts, in order to show differences in the ways U.S.-based and transnational efforts exploit readers' expectations regarding "literate" versus "oral" modes of expression. Two groups of sales letters, 25 U.S.-based domestic and 25 U.S.- or foreign-based international, were analyzed for occurrence of three features: direct quotes and reported speech; use of colloquialisms and idioms; and emphatic particles and intensifiers. Results indicate that the domestic letters were twice as long, but the international letters averaged more words per sentence and differed in frequency of occurrence of other organizational features. Foreign-based international letters tended toward British usage and spelling. No U.S.-based international letters contained direct speech. Further research in this area is suggested, and it is recommended that business and foreign language educators be aware of how different writing styles affect presentation of the same information. A list of letter sources and a 47-item bibliography are appended. (MSE)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC