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Personal advertisements in a tabloid and a broheet. Keywords: British Media, newspapers, intertextuality. Annotation: The advert-writers in both the tabloid and broheet follow the wording established in each newspaper.

They recognize the formality of the situation by avoiding informal words, such as guy. GSOH-good sense of humour ranks among the ten most frequent words in the tabloid adverts. The tabloid more than the broheet uses expressions that are considered formal or even old-fashioned lady, gentleman.

The texts in The Style testify to more sophisticated readership by using a greater of unique words, many of them of Roman and Latin origin. There are expressions that appear in personal advertisements more than anywhere else e. There are also expressions that are unique to each kind of newspaper and the advert writers quite strictly observe their usage. Advertising in general, personal advertising included, has become part of our everyday experience. Advertisements have their own coding which invites creative and subtle reading to make the meaning. The advertisements carry traces of and messages about the culture that produced them.

Though the newspapers under consideration come from one national culture, they address readers of different social strata. One may say that the readers of the two different kinds of newpaper constitute distinctive cultural sub-groups i.

As Sapir in: Palmer Intertextuality is basically defined as texts in relation to other texts. In our study, it is the relation to other texts within the immediate context, i. Our aim is to verify the hypotheses of uneven lexical variety in different types of newspapers. They are self-sustained units ordered with a certain degree of arbitrariness cf. Their meanings do not derive from the way they are ordered.

Both the writer creating the text the advertisement and the reader interpreting it are aware of this kind of text organisation. The language is compressed, which means that the advert is less explicit in its structure than a fully articulated text.

The des moines register from des moines, iowa · 81

It can be pd that these standards, though to a great extent set by the type of newspaper, are partly affected by the advertisers themselves. Not only their social backgrounds but also age and sex idiolects may be an important factor. As Wierzbicka observes, there are not only considerable differences between different languages but cross cultural norms also vary from one regional and social variety to another: there are considerable differences between Australian English and American English, between middle-class English and working-class English, and so on.

If the reader is not familiar with these and some other cultural aspects he might misinterpret the text completely.

Different social and historical conditions can produce vastly different readings of the same text. Converted into percentages, the male advertisements represent 47per cent in the tabloid and 56per cent in the broheet. The percentile representation according to the age groups in our study suggests that the advertisers in the tabloid are mostly below the age of fifty while in the broheet the majority come from the age groups between thirty and fifty nine years of age.

A considerable of advertisers in the tabloid do not mention their age Fig. Judging from the age required in the prospective partner usually between 30 and 45 one may p that the advertisers are below the age of fifty. Advertisements according to age groups in per cent.

No age given. SD: self-description and self-identification- very good-looking tall, white male,…sometimes in reversed order-Male, good-looking….

C: advert code or phone. Voice No Variations in the scheme, such as passive constructions, are rare in either newspaper. Advertisements in some other newspapers such as The Guardian and The Observer Preview, and advertisements in other anglophone countries exhibit more variety in their structure and borrowings from other text types, such as poems, telephone conversations a. It is generally recognised that tabloids require a lower level of literacy than broheet papers because they use simpler language, i.

One might thus expect that the advertisements in the tabloid would be shorter. On average, however, they do not exhibit ificant differences in length. The male and female advertisements in both the newspapers have between What is different, however, is the of unique words.

The most original are the females in The Style — with every 2. These findings support the general recognition of different stylistic standards in the newspapers. As our aim is not to analyse the relatively subtle differences in the advert structures between the two kinds of newspaper, let us look at some of the lexical choices.

The restricted space of this paper forces us to make a very limited choice. Concentration will therefore be on the expressions that appear in all advertisements: the words by which the writers describe themselves and their prospective partners. Male and Female, Lady and Gentleman. Wierzbicka Unlike the male advertisers in The A List, who frequently leave the reference without any further attribute, the male advertisers in The Style add several attributes to it.

If the male writers in The A List add an attribute, they confine themselves to a limited of descriptions of appearance while those in The Style use a wide range of attributes referring to both appearance and character. The semantics of the attributes correlate with the intended relationships. Female advertisers in both newspapers conform to the societal stereotypes and almost all of them refer to their appearance.

There is a considerably greater variety in The Style apart from attractive, slim which are also frequent in The A List, there are expressions such as beautiful, voluptuous, stylish, elegant. Female is used by 36per cent and 80per cent of female advertisers and by 46per cent and 91per cent of male advertisers in The A List and The Style, respectively.

Its usage is spread across all age groups. The corresponding data for male are 64per cent and 83per cent in female advertisements and 77per cent and 88per cent in male advertisements. There are seemingly different perceptions of these counterparts. Male is preferred in both newspapers while female is considerably lower in The A List F36per cent and M 46per cent.

The lower usage in female advertisers may be explained by the use of other references to self, such as mum single mumper cent, lady 21per cent, blonde 11per cent. There is a question whether some of the male advertisers in The A List may be influenced by the rather negative collocations and connotations with female in their subconsciousness cf.

CID and therefore prefer other expressions, such as lady in 25per centwhich is considered polite. Writers of other races, such as Asian or black also prefer lady to female.

In all age groups in the broheet not in the tabloid the viewed relationship with a lady is always lasting lasting romance, long-term relationship, for a new beginning. Gentleman never appears in self-reference. In female advertisements gentleman is the counterpart of lady and is more frequently found in the tabloid 12per cent compared with 4per cent in the broheet.

Guy, which is popular in everyday speech, appears only among 5per cent male advertisers and 1per cent of female advertisers and only in the tabloid. The advert-writers in both the tabloid and broheet follow the wording established in each newspaper. Cambridge International Dictionary of English. Beaugrande de,R. Text Production. Toward a Science of Composition. MV :Ablex Publ. Corporation, Fairclough, N. Critical Discourse Analysis. Longman Goddard ,A.