The discourse of print advertising in the Philippines: Generic structures and linguistic features

• Main Author: Dayag, Danilo T.
• Format: text
• Published: Animo Repository 2021
• Subjects: Language and languages in advertising; Linguistic analysis (Linguistics); Genre prints; Advertising and Promotion Management; South and Southeast Asian Languages and Societies
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/3882
• Institution: De La Salle University

This paper aims to examine the generic structures and linguistic properties of ads in Philippine magazines. Taken from the Corpus of Asian Magazine Advertising: The Philippine Database, the corpus consists of seventy-four ads for consumer nondurables such as medicines, vitamins and food supplements, and cosmetic/beauty/personal hygiene products. The study found that the ads demonstrated preference for certain generic structures and linguistic features, making them 'reason' (rather than 'tickle') ads which may be described as direct. The paper argues that the directness of these ads contributes to making them covert communication. © 2008 by Danilo T. Dayag.