PRINT ADVERTISEMENTS

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PRINT ADVERTISEMENTS AS A GENRE

by Andrea Johnson

According to Guy Cook, genre is a class of communicative events, which share some set of communicative purposes (qtd. in Cook 7). These purposes...constitute the rational for the genre. This rational shapes the schematic structure of the discourse and influences and constrains choice of content and style....In addition to purpose, exemplars of a genre exhibit various patterns of similarity in terms of structure, style, content and intended audience (qtd. in Cook 7). In other words, the print ad genre shapes the structure, and influences as well as constrains the choices of content and style/form of a print ad.

GENRE OF PRINT ADVERTISEMENTS AND FORM

The genre of print ads requires that the form of print ads:
-use the print medium
-structure
-style

GENRE OF PRINT ADVERTISEMENTS AND CONTENT

The genre of print advertisements require that the content of print ads include:
-still-images
-written text
-still images and written text may be combined

GENRE OF PRINT ADVERTISEMENTS AND PURPOSE/ FUNCTION

According to Guy Cook, a genre is a class of communicative events which share some set of communicative purposes (qtd. in Cook 7). These purposes can also be referred to as the functions of print advertisements. The functions of print ads include to sell, inform, entertain and criticize.