La carta comercial publicitaria y su entramado textual

El presente estudio responde a un tipo de texto: la carta comercial publicitaria. Como texto publicitario la carta es persuasiva, tiene un fin práctico e interesado puesto que se requiere del receptor que adquiera la oferta o servicio que se anuncia en la carta de una forma explícita o implícita. El estudio se plantea en dos partes. En la primera, estudiamos la superestructura del texto epistolar, que cuenta con unas funciones comunicativas precisas con formulismos y apelaciones. En la segunda parte, analizamos un ejemplo representativo observando los mecanismos lingüísticos retóricos y persuasivos que definen a este tipo de texto epistolar persuasivo.The present study deals with effective ways of promoting sales through direct advertising. The main function of the sales letter is persuasive, so it is the seller s interest to capture the attention of the potential customer so as to achieve the desired communicative outcome: the purchase of the offer. The paper falls into two sections. In the first section the sales letter is studied within a genre-based approach (promotional business genre-based) as a communicative event with a communicative purpose. In the second section a representative sample is analysed with respect to the layout, stylistic features, text-structure, emotional appeal and other persuasive features. The insight gained from this kind of analysis can ultimately be of use for pedagogical [email protected]

Discourse Analysis and Terminology in Languages for Specific Purposes

Aquest importantíssim recull conté estudis i reflexions sobre temes rellevants en la recerca sobre LSP: anglès mèdic, el llenguatge de la publicitat i periodístic, telecomunicacions i terminologia informàtica, llenguatge comercial i jurídic... Malgrat que gran part dels treballs aplegats es refereixen a l'anglès, també hi ha que tracten l'alemany, francès i altres llengües. Conté textos en anglès, francés, portuguès i castellà

Letters of rejection: The unwelcome news

The study examines the politeness phenomenon of ‘unwelcome news letters’. We try to formulate the ways in which writers express their needs to repair the possible damage caused to an applicant for having his/her job application rejected. Drawing on Brown and Levinson’s work (1978; 1987), thirty letters of rejection are examined – sixteen of them being analysed in detail – in terms of the addressors’ concerns to avoid face-threatening acts