Preface to Critical Reading |
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Page xvii
... advertisement in a magazine or newspaper , we are being influenced to buy something . The art of writing advertising copy is based wholly upon the skillful use of language specially chosen to subtly flatter us , to whet our in- terest ...
... advertisement in a magazine or newspaper , we are being influenced to buy something . The art of writing advertising copy is based wholly upon the skillful use of language specially chosen to subtly flatter us , to whet our in- terest ...
Page 12
Richard Daniel Altick. Connotations in Advertising If advertising copywriters were less skillful masters of word connota- tions , we should spend far less money than we do on the products they recommend . They know how to cultivate our ...
Richard Daniel Altick. Connotations in Advertising If advertising copywriters were less skillful masters of word connota- tions , we should spend far less money than we do on the products they recommend . They know how to cultivate our ...
Page 347
... advertising than a small company . Ignoring the fact that it is advertising that helps small companies grow big . . . companies like Polaroid , Xerox , Sony and dozens more who have taken on the giants in the marketplace and won their ...
... advertising than a small company . Ignoring the fact that it is advertising that helps small companies grow big . . . companies like Polaroid , Xerox , Sony and dozens more who have taken on the giants in the marketplace and won their ...
Contents
Denotation and Connotation | 1 |
Diction | 55 |
Other Determinants of Tone | 130 |
Copyright | |
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advertising allusions American analogy appear argument attitude audience better called clichés clues communication conclusion connotation context course critical death device diction dictionary E. B. White effect emotional English essay euphemisms example Exercises experience expression eyes fact false dilemma feeling H. L. Mencken hand human ideas implied Inductive Reasoning Informal Fallacies jargon kind language literature living loaded language look magazine Major premise McMurdo Station meaning ment metaphor mind never newspapers nouns opinion paragraph passage periodic sentence person phrases poem political prose purpose question quick pride quotations quoted reader reason reference rhythm Sean O'Casey sense sentence simple slang sound speaker speech statement student style suggest syllogism symbols talk teachers television things thought tion tone true truth University verb vocabulary William Faulkner words writing