B. Advertisements and Announcements
There are two basic types of advertisements and announcements in modern English newspapers: classified and non-classified (separate). In classified ones various kinds of information are arranged according to subject-matters into sections, each bringing an appropriate name (e.g. BIRTHS, MARRIAGES, IN MEMORIAM, etc.). This classified arrangement has resulted in a number of stereotyped patterns regularly employed in newspaper advertising. The main style-forming features of classified announcements are predetermined by their function of informing the reader. These features include the following:
- mostly neutral vocabulary with very occasional usage of emotionally colored words or phrases conventionally employed with the only purpose of attracting the reader’s attention;
- fixed, often elliptical, pattern;
- telegram-like statements, with articles and punctuation marks omitted.
As for separate (non-classified) advertisements and announcements, the variety of language form and subject matter is so great that hardly any essential features common to all may be pointed out. The reader’s attention is attracted by all possible means: graphical, morphological, lexical and syntactical.
Exercises
Exercise 1.
The examples of classified announcements follow further. Read them through and try to decode what is meant there. Comment on the realization of the style-forming features of the announcements.
BORED WITH your job? Then change it! Work outdoors & be a grassroots environmental advocate. For the rest of the summer have a job that is meaningful and fun! Staring pay $375/ week. Call now 203 – 0756.
CLOSE TO campus – Houses for 1 thru 12 person groups. Great rents, reduced sec. deposit. & no application fee. Going fast, call CRMC at 337 – 7577 or visit our website at www.crmc1.com.
ABOUT 2 miles from MSU 2 bdrm, fenced yard, pets ok, w/d. $650. 676 – 9045
LEASING FOR August ’04. Lic-4 @ 226 Collingwood. Starting at $475pp. Call 517 – 712 – 0563 or 517 – 204 – 1466.
BARTEND $250/DAY potential. No exp. Nec. 800 – 965 – 6520 x 110.
2 RMMT needed for great 3 bdrm duplex near MSU. Age 21+, must like dog. Call Doug at 712 – 8779.
REMODELED FRAT/SORIORITY House Lic. 41 Single & Double rooms $200-$375/month. Furnished, parking, & internet. 120 Spartan. Call Tomie Raines, Inc. 351 – 3617 x 421 or 196.
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AVAIL. AUG – 265 Stoddard Ave. 3 bdrm, lic 3, $900/mo. Dan @ 517 – 202 – 0920.
FOR RENT, 2 bdrm house $600/mo w/1 bdrm eff. Apt upstairs, $250/mo 216 S.Clemens 989 – 330 – 4192.
526 SPARTAN, E.L., 3 bdrm, extra room in bsmt, Lic 4, $1500/mo. 517 – 206 – 8469.
RENO’S EAST hiring servers, drivers, and cooks for all shifts. Outgoing, enthusiastic. Apply in person 1310 Abbott Rd.
Exercise 2.
Below is an example of unclassified advertisement. Read the text, comment on the effect of demonstrative reference (marked by the demonstrative pronouns “this” and “that”), identify the italicized expressive means and stylistic devices and comment on their stylistic value.
Go to Work on Kellog’s - IT’S READY-TO-EAT!
Breakfast is the most important meal of the day – doctors are agreed on this. They warn you that if you are going to do a hard day’s work you’ve got to give your body the fuel to keep going after a whole night without food.
But that is just what tens of thousands of men and women ignore. They demand too much of their bodies, think they can’t prepare and eat breakfast and get to work on time – so they skip or skim what should be the first good meal of the day.
Get him there early –
With breakfast inside him!
Do you have this problem, too? There is a simple and tasty solution! Give your man his usual breakfast plus a heaped bowlful of crisp, golden-toasted Kellog’s Corn Flakes with sugar, and cream or milk. Kellog’s is best and tastiest because this delicious cereal brings out the full goodness of the rich heart of the finest grains of corn.
A breakfast like this will get anyone to work on time and with a good supply of energy to keep him working happily and well till the first break.
There is no preparation, no cooking, no messy washing up of pots and pans. Kellog’s is a breakfast everyone can help themselves to in no time at all.
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