Creative approaches: Language

 

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Paper
1.
Mind your language
Roderick White, Admap, November 1997
A plea for greater accuracy and precision in the use of the English language by those involved in marketing and advertising, and the avoidance of jargon and banal, vaguely understood descriptions and ...

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Paper
2.
A new structural method for analysing linguistic significance in marketing communication: an application to export advertising
Prof Uolevi Lehtinen and Ari Kujala, International Journal of Advertising, Vol. 8, No. 3, 1989
A new structural method for analysing linguistic significance is developed in relation to advertising in international markets. The method analyses problems of practical importance such as when the me ...

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