The reader and the Personal advertisement text

Rodrigues, Paulo Cezar; Menegassi, Renilson José
July 2005
Acta Scientiarum: Human & Social Sciences;Jul-Dez2005, Vol. 27 Issue 2, p125
Academic Journal
Current article analyzes the competent reader's role in Personal advertisement texts, whose social circulation is due to publications in newspapers. The research corpus comprises advertisements in local (Maringá, PR, Brazil), regional and national newspapers, between April and September 2004. The analyses specified characteristics of a competent reader, such as skills, strategies and management required in this particular type of text. Results show that a competent reader deploys different reading strategies and makes appropriate use of linguistic and textual knowledge, coupled to previous life experience, in a way that his/her reading needs are satisfactorily attended to.


Related Articles

  • The Information Content of Newspaper Advertising. Abernethy, Avery M. // Journal of Current Issues & Research in Advertising (CTC Press);Fall92, Vol. 14 Issue 2, p63 

    Although newspaper advertising revenues exceed that of television and magazines, there has yet to be a study of the information content of newspaper advertising. This paper assesses the information content of over 500 newspaper ads from thirteen newspapers applying the commonly used Resnik and...

  • Tony's last word. Koenderman, Tony // Finance Week;4/6/2005, p47 

    The article reports that traditional media advertising is still the biggest category of marketing activity. However, it is now believed to account for less than half the total. Instead of putting their money into TV or newspaper advertising, marketers are pushing more of it into sponsorship,...

  • NEWSPAPER ADVERTISING. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p116 

    The article presents an encyclopedia entry for newspaper advertising. Newspapers remain an important advertising venue and many types of retailers rely on newspaper advertisements. The advantages of newspaper advertisement are mentioned, including geographic selectivity as well as access to...

  • Follow the money. Ramsey, Bruce // Liberty (08941408);May2009, Vol. 23 Issue 4, p23 

    The author focuses on the impact of advertising on the revenue of newspapers. He states that printed newspapers used to get 10% of their revenue from subscribers and 90% from advertisers. He cites the move of Craigslists to take away the classified business. He notes that much of the display...

  • Work 10.4.04.  // Advertising Age;10/4/2004, Vol. 75 Issue 40, p86 

    Reports on the Award to Honor Excellence in Newspaper Advertising given by the Newspaper Association of American for general, retail and classified newspaper advertising in the U.S. in 2004. Award received by Crispin Porter & Bogusky for its advertisement for the Borders bookstore chain;...

  • NAB projects slower rise in ad spending.  // Marketing News;8/28/1989, Vol. 23 Issue 18, p9 

    The article reports that according to the Newspaper Advertising Bureau (NAB), the overall gains in the U.S. newspaper advertisement expenditures will be less than expected this year. A 6% gain is predicted by the NAB, but it has been lowered to 5%. According to the president of NAB, Craig...

  • A THINNING MARKET. Alexander, Lou // Editor & Publisher;Apr2005, Vol. 138 Issue 4, p94 

    Comments on the inherent inefficiency in newspaper advertising. Impact of this inefficiency on profitability; Idea behind the Thin Market Concept, a marketing name for the phenomenon; Problems with newspaper web sites; Threat posed by the one-to-one marketing of the web to the readership value...

  • …and print holds off an online assault.  // Personnel Today;9/19/2006, p63 

    The article reports that the most widely used media for job advertising is local newspapers. The best source of high-quality applicant for employers is still professional journals. The Internet job advertising is rising because many employers are using their websites to draw recruiters. Local...

  • newspapers. Moses, Lucia // MediaWeek;1/1/2007, Vol. 17 Issue 1, p17 

    This article discusses newspaper publication during January of 2007. The article notes that the newspaper industry is expected to struggle during 2007, as print advertisement revenue is expected to drop more than one percent from 2006. The article notes that national newspaper advertising will...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics