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|Title:||Comparison of Word Use and Grammatical Patterns in English Advertising Headlines in Thai-English and English Magazines||Authors:||Charoennit, Suchada||Issue Date:||2011||Publisher:||Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
|Source:||Suchada Charoennit (2011) Comparison of Word Use and Grammatical Patterns in English Advertising Headlines in Thai-English and English Magazines. University of the Thai Chamber of Commerce Journal Vol.31 No.1.||Journal:||University of the Thai Chamber of Commerce Journal||Abstract:||The purpose of this research is to analyze the word use and grammatical patternsin English advertising headlines in Thai-English magazines and to compare the resultsof the analysis with linguistic characteristics found in English magazines. It alsocompares the strategies of the use of words and grammatical patterns in Englishadvertising headlines with the kind of products advertised in the above mentionedmagazines.The analysis is based on 100 English headlines in the Thai-English magazine called“Kinnaree” in 2006 compared with 88 English headlines in the English magazinecalled “US AD REVIEW” 2006. These data were categorized based on use of wordsand grammatical patterns and tallied for frequencies.The results reveal most of the word use and grammatical patterns in Englishadvertising headlines have both similarities and differences in strategies. It was foundthat most of the linguistic strategies related to word use: rhyming, repetition,figurative language and foreign languages were frequently used in both magazines,However, a lexical rule violation occurred only in English magazines. The results showthe usage of grammatical structures, including parallelism and structural rule violation.In addition, it was found that the strategies in English advertising headlines variedaccording to the kind of products advertised in Thai-English and English magazines.||URI:||https://scholar.utcc.ac.th/handle/6626976254/3150||ISSN:||0125-2437||Rights:||This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.|
|Appears in Collections:||JEO: Journal Articles|
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