TAILIEUCHUNG - Introdungcing English language part 41

Introdungcing English language part 41: 'In this exciting new textbook, Louise Mullany and Peter Stockwell have provided a fresh and imaginative set of alternatives for teaching and learning a huge amount about the English language. The book allows tor creative and lateral approaches to developing an understanding of important linguistic concepts and, together with the thought-provoking activities, and accessible readings, guarantees there is something to stimulate every learner. | D6 226 EXTENSION LINGUISTIC READINGS Guy Cook address to the receiver. The you of ads has a kind of double exophora involving reference to someone in the picture salient because pictures dominate words and to the receiver s own self salient because everyone is interested in themselves . The characters of ads sometimes look out of the picture . and directly at the receiver allowing them to take on the role of either addressee or addresser. This double reference originating in the text encourages a completion of the triangle which effects a co-reference between the receiver and one of the people in the picture . This dual identity of you is matched by the mysterious identity of the sender which is not revealed though sometimes referred to as we . The visual presence of another person the character distracts from this absence creating an illusion that the dialogue is between character and addressee. Issues to consider The textual rewriting which Cook produces with the Pretty Polly tights advertisement is an effective way to demonstrate how textual cohesion and also textual coherence work in practice. Select an advertisement from a newspaper or magazine and rewrite it replacing selected phrases but keeping the overall syntactic structure of the sentences the same using Cook s paper clips example as guide. Then give your new text to an unsuspecting reader and ask them to provide you with an interpretation of what they think it means getting them to identify particular lexical features in the text. What devices of cohesion and coherence have they identified in an attempt to help them make sense of the text How has engaging in the process of rewriting enabled you to identify how the cohesion and coherence of written texts work Claims as to the power and effectiveness of advertising often originate with advertising agencies themselves and of course they have a vested interest in convincing businesses that advertising works. Identify on the one hand an advert that you think