Julia Kuhn (Purdue University): Publications - PhilPeople

Purdue University
Department of Philosophy

Undergraduate

West Lafayette, Indiana, United States of America

Tales de Mileto
IF-Sophia 3 (11): 53. 2017.
32

Advertising to Canada's official language groups: A comparative critical discourse analysis
with Erhard Lick

Semiotica 2009 (176): 165-176. 2009.

Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertisement contains elements of a soft sell ad. Moreover, …Read more
Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertisement contains elements of a soft sell ad. Moreover, whereas the English advertisement uses more imperatives, stresses performance, and addresses the reader personally, the French advertisement has more interrogatives, is more passion-oriented, and only implicitly demands the reader to act.

Semiotics