ERIC Number: ED334820
Record Type: RIE
Publication Date: 1990-Apr
Reference Count: 0
Establishing Reader Involvement in Transnational Marketing Communications: Relative Focus on Speech-Like or Written-Like Strategy.
A study examined the use of three linguistic features imitating speech found in two groups of direct-mail marketing texts, in order to show differences in the ways U.S.-based and transnational efforts exploit readers' expectations regarding "literate" versus "oral" modes of expression. Two groups of sales letters, 25 U.S.-based domestic and 25 U.S.- or foreign-based international, were analyzed for occurrence of three features: direct quotes and reported speech; use of colloquialisms and idioms; and emphatic particles and intensifiers. Results indicate that the domestic letters were twice as long, but the international letters averaged more words per sentence and differed in frequency of occurrence of other organizational features. Foreign-based international letters tended toward British usage and spelling. No U.S.-based international letters contained direct speech. Further research in this area is suggested, and it is recommended that business and foreign language educators be aware of how different writing styles affect presentation of the same information. A list of letter sources and a 47-item bibliography are appended. (MSE)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Mail Order
Note: Paper presented at the Annual Eastern Michigan University Conference on Languages and Communication for World Business and the Professions (9th, Ypsilanti, MI, April 5-7, 1990).