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ERIC Number: EJ665924
Record Type: Journal
Publication Date: 2003
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISSN: ISSN-0021-9436
"You're a Guaranteed Winner": Composing "You" in a Consumer Culture.
Ewald, Helen Rothschild; Vann, Roberta
Journal of Business Communication, v40 n2 p98-117 Apr 2003
Examines direct mailing included in a nationally publicized court case. Articulates how the use of particular genre-based, rhetorical and linguistic strategies in these mailing construct reader identity. Argues that the documents use you-attitude to construct the identity of the reader as winner and to establish the reader's identity as the writer's friend, and linguistic politeness to build feelings of solidarity of the reader toward the writer. (PM)
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A