Angelika Felser 
Advertising and Advertising as a type of discourse 

Essay from the year 1998 in the subject Communications – Public Relations, Advertising, Marketing, Social Media, University of Münster (Englisches Seminar), language: English, abstract: The topic of this essay is ‘Advertising’ and ‘The Discourse of Advertising’. The author of this essay sums up some of the main ideas of Guy Cook, Geoffrey N. Leech, Greg Myers and Prof. Dr. Klaus Ostheeren, E.M. In order to look at an ad as a discourse type, it is necessary to look at Jacques Dubois and the ‘Groupe µ’ who worked on the structure of language, rhetorical operations, ‘Isotopies’ and ‘Metabolies’. The latter can either evoke the ‘pleasure of recognition’ or the ‘pleasure of surprise’. The AIDA-formular, the term ‘register’, the standard components of press advertisements, etc. are also subject of this essay.