Genre analysis of real estate print advertising in the Philippines

• Main Author: Poliquit, Aniano Jose C.
• Format: text
• Published: Animo Repository 2008
• Subjects: Discourse analysis; Advertising—Philippines; Applied Linguistics; Discourse and Text Linguistics; Linguistics; Social and Behavioral Sciences
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/12397
• Institution: De La Salle University

Advertising is a dynamic genre that interacts with various factors within its social, cultural, and part of economic milieu. Given the rapid changes occurring in the country's economy and culture, the current genre of print advertising in the local real estate industry is analyzed. In this study, 30 randomly selected real estate commercial brochures and flyers are analyzed in terms of structural and linguistic features. It is found that the said marketing materials adhere to Leech's model of the global structure of such texts. However, there are numerous variations within the structural component that differentiate companies with regard to their marketing styles and target market segments. These findings suggest that there may be current factors that necessitated these deviations and that they may be of concern to copywriters in this genre.