Guy Cook - Böcker

The Discourse of Advertising explores the language of contemporary advertising. Cook argues that advertisements are always in complex interaction with the texts around them, with music and pictures, and with the people who make and experience them. This second edition addresses contemporary advertising in the context of current changes in communication. Advertisements span a range of mediums from billboards to email and the author sensitively analyses their social functions and effects on the individual. New advertisements include those for Barnardos and the Royal Navy,Philips, Wonderbra and Wrigleys, and the book has also been substantially rewritten. This is a comprehensive and invaluable reference guide to all aspects of the language of advertising.

The Discourse of Advertising explores the language of contemporary advertising. Cook argues that advertisements are always in complex interaction with the texts around them, with music and pictures, and with the people who make and experience them. This second edition addresses contemporary advertising in the context of current changes in communication. Advertisements span a range of mediums from billboards to email and the author sensitively analyses their social functions and effects on the individual. New advertisements include those for Barnardos and the Royal Navy,Philips, Wonderbra and Wrigleys, and the book has also been substantially rewritten. This is a comprehensive and invaluable reference guide to all aspects of the language of advertising.

The GM debate is as much a war of words as of facts. Food and farming are being changed forever - yet whether for good or bad is the subject of an increasingly bitter argument. Those promoting GM have mounted an intense campaign, characterising their opponents as terrorists and Luddites, governed by ignorance, irrationality and hysteria. Yet public opinion remains unconvinced and antagonistic. As the argument intensifies and the voices on all sides get louder, Genetically Modified Language cuts through the confusion and controversy to the issues and ideology at the heart of the disagreement.Guy Cook subjects the language of the case for GM to a careful and detailed examination. He looks in turn at the persuasive strategies used by politicians, scientists, the media, biotechnology corporations, and supermarkets, showing how their arguments mix together scientific, commercial, ethical and political criteria, and are seldom as factual and straightforward as they claim. Through analyses of recurrent words and phrases, and of the constant comparisons made with other international issues, he shows how the GM debate has become inseparable from the wider political conflicts of our time. In a final chapter he turns to public reactions to all of the arguments. Throughout this analysis, the campaign for GM is seen as exemplifying disturbing trends in the contemporary use of language for public information. Language which purports to seek clarity and neutrality, and to be a vehicle for informed democratic debate, is in fact achieving the opposite effects: obscuring the issues and manipulating opinion. Written in a clear, accessible style and drawing on illustrative examples, Genetically Modified Language is an insightful look at how language shapes our opinions.

The GM debate is as much a war of words as of facts. Food and farming are being changed forever - yet whether for good or bad is the subject of an increasingly bitter argument. Those promoting GM have mounted an intense campaign, characterising their opponents as terrorists and Luddites, governed by ignorance, irrationality and hysteria. Yet public opinion remains unconvinced and antagonistic. As the argument intensifies and the voices on all sides get louder, Genetically Modified Language cuts through the confusion and controversy to the issues and ideology at the heart of the disagreement.Guy Cook subjects the language of the case for GM to a careful and detailed examination. He looks in turn at the persuasive strategies used by politicians, scientists, the media, biotechnology corporations, and supermarkets, showing how their arguments mix together scientific, commercial, ethical and political criteria, and are seldom as factual and straightforward as they claim. Through analyses of recurrent words and phrases, and of the constant comparisons made with other international issues, he shows how the GM debate has become inseparable from the wider political conflicts of our time. In a final chapter he turns to public reactions to all of the arguments. Throughout this analysis, the campaign for GM is seen as exemplifying disturbing trends in the contemporary use of language for public information. Language which purports to seek clarity and neutrality, and to be a vehicle for informed democratic debate, is in fact achieving the opposite effects: obscuring the issues and manipulating opinion. Written in a clear, accessible style and drawing on illustrative examples, Genetically Modified Language is an insightful look at how language shapes our opinions.

Advertising is one of the most prominent, powerful, and ubiquitous contemporary uses of language. Its seductive and controversial quality has attracted consistent and intense attention across a range of academic disciplines including linguistics, media studies, politics, semiotics, and sociology.The reasons for this academic interest are far from superficial. The study of advertising brings together many of the key social and political issues of our time: the new capitalism; globalization; overconsumption and the environment; cultural and individual identities; and the communications revolution. It provides insight into the ideologies and values of contemporary societies.Advertising’s creative use of language makes it a particularly rich site for language and discourse analysis. Operating in all media and exploiting the interaction between word, sound, and image, it provides a key location for studies of multimodal communication. Simultaneously poetic and commercial, it raises questions about the nature of creativity and art.Ever since the intensification of advertising in the 1950s, leading scholars have analysed its use of language. This new four-volume Routledge Major Work brings together for the first time the most seminal and controversial works, allowing users to obtain a wide and inclusive view of this rewarding topic. It will be welcomed by scholars and other researchers in the field as an invaluable ‘mini library’ on the language of advertising.

Applied Linguistics in Action: A Reader presents students with an applied linguistics framework for the analysis of real-world problems in which language is a central issue. The reader allows students to develop both the theoretical and empirical skills crucial to the practicalities of language teaching and other language-related professional practices. Part One brings together seven key discussions of the nature and direction of contemporary applied linguistics, relating theory and description of language in use to educational and other professional contexts. Issues include the politics of applied linguistics, its responses to globalisation, and its relation to social theory.While the discussions in Part One are largely theoretical, Part Two, through abridged versions of thirteen case studies, demonstrates at a much more practical level how general principles formulated in Part One, can be applied to a range of specific real-world problems. While the majority of studies are from educational settings, the breadth of current applied linguistic enquiry is illustrated by others relating to legal forensics, literary analysis, translation, language therapy, lexicography, and workplace communication.The editors’ introductions, both to the volume as a whole and to each individual part, guide the student through the difficult transition from general discussion to specific application, highlighting the most significant issues, and helping the student to see the relevance of both general theory and specific applications to the needs of their own studies, and their professional practice beyond. Applied Linguistics in Action: A Reader is essential reading for advanced level undergraduates and postgraduates on Applied Linguistics, English Language, and TESOL/TEFL courses.