Download Advertising Age - 11 April 2011 by Abbey Klaassen (Editor) PDF

By Abbey Klaassen (Editor)

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Extra resources for Advertising Age - 11 April 2011

Sample text

But conditions of production predict that relatively few tokens of the article will be found in CAR, where constraints on space do not permit much expansion of the discourse and where an entity is not likely to be referred to explicitly under different syntactic or discoursal conditions.

I should stress that handicap registers do not have a monopoly on the use of restrictive strategies. Many of these strategies may be shared with language varieties shaped by different functional circumstances. For example, restrictive strategies such as phonemic or morphological mergers may be common to processes of language acquisition, pidginization, and language death (Dorian, 1981; Schmidt, 1985; Eung-Do Cook, 1989). But whereas a pidgin normally arises out of formal dealings between strangers, a dying language typically serves to reinforce informal, close personal ties among members of a single, small community.

A major characteristic of CAR is the use of abbreviations (see appendix C for a glossary of abbreviations appearing in ads cited throughout this book). As a result, measuring ad length in terms of the number of words means confronting the perennial problem of what to count as one or as two words. Little internal consistency is found in the corpus, even within one section of the same newspaper, especially when it comes to hyphenation. Thus somewhat arbitrary decisions had to be made and applied consistently to ensure that conclusions based on word counts were not distorted by typographical variation.

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