Essay from the year 1998 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of Munster (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
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.