The Discourse of Classified Advertising: Exploring the Nature of Linguistic Simplicity (Oxford Studies in Sociolinguistics) - Hardcover

Bruthiaux, Paul

Hardcover

ISBN 10: 0195100328 ISBN 13: 9780195100327

Publisher: OUP USA, 1996

Synopsis

Linguists who have studied simplified varieties of a given language, such as pidgins or the language of care-givers, have tended to explain similarities in their structure by the fact that they use the same mechanisms of simplification. Bruthiaux tests this idea by looking at the structure of classified ads in American English, using a body of 800 ads from four categories: automobile sales, apartments for rent, help wanted, and personal ads.

Bruthiaux's thesis is that strict, uniform constraints on space should result in uniformly simple texts, no matter which category they are in, and that any variation would be due to the particular needs of each category. To prove this he describes the linguistic structure of classified ads, and shows that they are characterized by a minimal degree of morphosyntactic elaboration. He then examines aspects of their conventions to highlight the role of pre-patterned and prefabricated segments whose collocational rigidity may force the inclusion of otherwise dispensable items. He finds that there is indeed significant variation across ad categories in terms of morphosyntactic elaboration, and concludes that this is due to a greater or lesser need to be explicit, as well as a greater or lesser anticipation of interaction. Finally, he examines the implications of these findings for the study of linguistic simplification and register variation.

About this title

About the Author

Paul Bruthiaux teaches academic English in the American Language Institute at the University of Southern California.

From the Back Cover

Linguists who have studied simplified varieties of a given language, such as pidgins or the language of caregivers, have tended to explain similarities in their structure by arguing that they use the same mechanisms of simplification. Bruthiaux tests this idea by looking at the structure of classified advertisements in American English, using a body of 800 ads from four categories: automobile sales, apartments for rent, jobs offered, and personal ads. Bruthiaux's thesis is that strict, uniform constraints on space should result in uniformly simple texts, no matter which category they are in, and that any variation would be due to the particular functional needs to each category. To prove this he describes the linguistic structure of classified ads, and shows that they are characterized by a minimal degree of syntactic elaboration. He then examines aspects of their conventions to highlight the role of prepatterned and prefabricated segments whose collocational rigidity may force the inclusion of otherwise dispensable items. He finds that there is indeed significant variation across ad categories in terms of syntactic elaboration, and links this to variation in the need to be explicit, as well as in anticipation of interaction between writer and reader. Finally, he examines the implications of these findings for the study of linguistic simplification and register variation.

Edition details

• Publisher: OUP USA
• Publication date: 1996
• Language: English
• ISBN 10: 0195100328
• ISBN 13: 9780195100327
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224