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Download full textGramberg, Anne-Katrin – 1989
A comparison of German and American advertising reveals differences in technique and structures. Persuasion is central in both, but the grammatical structures and illocutionary devices available in each language vary. The culture is also reflected in the type and degree to which each language uses techniques of persuasive language. The findings…
Descriptors: Advertising, Business Communication, Comparative Analysis, Cultural Differences
