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Review of  The Language of Advertising

Reviewer: Élisabeth M. Le
Book Title: The Language of Advertising
Book Author: Angela Goddard
Publisher: Routledge (Taylor and Francis)
Linguistic Field(s): Applied Linguistics
Text/Corpus Linguistics
Issue Number: 14.1594

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Date: Wed, 04 Jun 2003 09:18:50 -0600
From: Élisabeth Le
Subject: The Language of Advertising: Written Texts, 2nd ed.

Goddard, Angela (2002) The Language of Advertising: Written Texts,
2nd ed., Routledge, Intertext Series.

Elisabeth Le, University of Alberta


"The Language of Advertising - Written Texts" is part of the Intertext
series that is composed of a foundation text, "Working with texts: A
core introduction to language analysis", and several satellite texts.
Their goal is to develop the understanding of how texts work "by
showing some of the designs and patterns in the language from which
they are made, by placing texts within the contexts in which they
occur, and by exploring relationships between them" (p. iv). Each
satellite text is designed to be used in conjunction with the
foundation text or independently. This review looks at "The Language of
Advertising - Written Texts" as an independent text only.


The book contains nine units, and ends with commentaries on various
activities proposed in each unit, a combined glossary and index, a list
of further readings, and references. Each unit follows a task-based
approach. It starts with the explanation of its aims, and how these
aims connect with those of the previous units. Typically, readers are
led to discover relevant concepts through the use of examples and a
number of activities based on the analysis of various ads. Activities
are connected with each other with short and clear explanations. At the
end of the unit, different practical ideas are proposed to explore
further aspects of the unit topic. The commentaries offered at the end
of the book for some of the activities provide additional theory-based
but concrete explanations on the manner advertising works. The topics
covered by the book are:
1) "What is an advertisement?";
2) "Attention-seeking devices" (image, fonts, layout);
3) "Writers, readers and texts" (writer and narrator, narratee, point
of view);
4) "How does that sound?" (use of aspects of spoken speech in written
5) "Nautical but nice: intertextuality";
6) "Cultural variations" (in terms of different cultures and different
eras in the same culture)
7) "Tricks of the trade" (use of comparative reference, connotation of
words, problem-solution format, use of hook-lines, playing off written
language against its spoken equivalent);
8) "Picture me this" (use of images to construct the ad's meaning,
nature of symbolic representation);
9) "Language on the move" (strategies to create a dynamic impression:
placement, non-linearity, interactivity).

In short, the definition of advertising is followed by the
consideration of people involved in the advertised message, and by the
study of the ad's textual content, its relations with the context, and
its use of communication strategies (linguistic, iconic, discursive).
Thus, the book emphasises the dynamic process in advertising: ads are
messages that are constructed and imply an active participation to be


The book content reveals clearly that it is not comprehensive in its
exploration of advertising, neither is it deep in what it does, nor is
it usable as such throughout the English-speaking world. Indeed, while
the iconic side of ads is rightly taken into consideration, music is
not. If images are considered part of the "language of advertising",
why should not the music accompanying TV ads be so too? One could
consider that this exclusion was announced by the book subtitle,
"Written texts". The non-consideration of music seems to serve as a
justification not to analyse TV ads, although they reach a very wide
audience and present a particularly interesting combination of all
different types of communication strategies (oral and written text,
icons, music, "movement"). This is all the less understandable that
internet ads, seen by fewer people than TV ads, are mentioned. The very
simple manner in which internet in general is presented will be
appreciated in areas where access to computers is limited, but in
others might appear as rather childish. The book does not go into
particularly precise explanations of relevant aspects of theory, but
merely introduces various concepts. Finally, the ads analysed and
referred to are all British and will not appeal to students in
different parts of the English-speaking world.

However, a book is written with a specific audience in mind and it
cannot do everything. What this book does is to provide a very
accessible and practical introduction to the ways some types of
advertising language works in its context to (preferably British)
students towards the end of their secondary education or very beginning
of higher education. Explanations are short and simple. Every single
word that might appear technical is clearly defined in the units and in
the index of terms (combined glossary and index). The pedagogical
approach (from concrete activities to some theory and again to concrete
activities) is very conducive to learning and awakening of critical

As such, this book is not comparable with Guy Cook's "Discourse of
Advertising" (2nd ed., 2001) that is clearly written with more advanced
students in mind and is also published by Routledge. (See for a review of this
book.) However, "The Language of Advertising" contains numerous
pedagogical ideas that would gain to be included in any course on

ABOUT THE REVIEWER Elisabeth Le is Assistant Professor of Applied Linguistics in the Department of Modern Languages and Cultural Studies at the University of Alberta (Canada). Her main research interests are in Discourse Analysis. Her present research project deals with the representation of intercultural relations, national identity and ideology in French, American, and Russian newspapers.

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