Changing genre conventions and socio-cultural change

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The inclusion of advertisers, audiences and other persons, i.e. person-mention,in late 18th- and early 19th-century English advertisements is a salient featureof advertising style. As person-mention decreases during the century, this studyexplores how the change progresses from 1785 to 1880 in two London newspapers,The Times and The Morning Post, and what functions person-mentionserves. The results show that person-mention established an interpersonalrelationship where the advertiser attended to the needs of the audience, buttowards the end of the century the advertiser-audience dyad lost its importanceas a persuasive strategy and advertisements focused on the products only. Tounderstand these linguistic changes, the genre is discussed in the context of19th-century sociocultural changes, employing an integrationist sociologicalmodel.


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