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Genre Analysis
Genre analysis of Dental equipment advertisings in Premium Practice Dentistry Magazine

Introduction Advertisements, were considered as a part of promotional genres (Bhatia, 1993), aim to be persuasive and gain consumers’ attention and awareness (Wells et al., 2000) which make the study of advertising; mostly focusing on the use of language (Vaičenonienė, 2006; Zhu,2006; Rahim, 2013; Ke & Wang, 2013; Emodi,2011; Phạm,2011; Karsita & Apriana, A, 2012; Laviosa, 2005 and Dayag, 2008). Genre analysis that was proposed by Swales(1990) are also become the interest of researchers in the field of promotional genres such as sales promotion letters (Vergaro, 2004) and Company brochure (Nielsen, 2001) but shown a little in advertisings; especially medical advertising which related to ESP. As the previous research shown the same concern about teaching EFL in ESP area, this study will provide some understanding in move analysis and word choices in Dental equipment advertisings in Premium Practice Dentistry Magazine as a resource and sample in teaching EFL in English for Advertising which relate to medical area. This study aims to identify moves and steps and to investigate word choices found in dental equipment advertisings.

References
Vaičenonienė, J. (2006). The Language of Advertising: Analysis of English and Lithuanian Advertising Texts. Kalbų Studijos, (9), 43-55.
Zhu, L. (2006). The Linguistic Features of English Advertising. CELEA Journal,29(1).
Rahim, N. A. (2013). ADJECTIVE IDENTIFICATION IN TELEVISION ADVERTISEMENTS. TOJET, 12(3).
Ke, Q., & Wang, W. (2013). The Adjective Frequency in Advertising English Slogans. Theory and Practice in Language Studies, 3(2), 275-284.
Emodi, L. N. (2011). A Semantic Analysis of the Language of Advertising. African Research Review, 5(4).
Phạm, T. N. (2011). An nalysis of lexical cohesive devices in functional food advertisements in English and VietNamese (Doctoral dissertation, H.: ĐHNN).
Karsita, V., & Apriana, A.


References: Vaičenonienė, J. (2006). The Language of Advertising: Analysis of English and Lithuanian Advertising Texts. Kalbų Studijos, (9), 43-55. Zhu, L. (2006). The Linguistic Features of English Advertising. CELEA Journal,29(1). Rahim, N. A. (2013). ADJECTIVE IDENTIFICATION IN TELEVISION ADVERTISEMENTS. TOJET, 12(3). Ke, Q., & Wang, W. (2013). The Adjective Frequency in Advertising English Slogans. Theory and Practice in Language Studies, 3(2), 275-284. Emodi, L. N. (2011). A Semantic Analysis of the Language of Advertising. African Research Review, 5(4). Phạm, T. N. (2011). An nalysis of lexical cohesive devices in functional food advertisements in English and VietNamese (Doctoral dissertation, H.: ĐHNN). Karsita, V., & Apriana, A. (2012). Syntactic Patterns in Advertisement Slogans.SKRIPSI Jurusan Sastra Inggris-Fakultas Sastra UM. Laviosa, S. (2005). Wordplay in advertising: Form, meaning and function. Scripta Manent, 1(1), 25-34. Dayag, D. (2008). The Discourse of Print Advertising in the Philippines: Generic Structures and Linguistic Features. In PACLIC (pp. 1-15). Vergaro, C. (2004). Discourse strategies of Italian and English sales promotion letters. English for Specific Purposes, 23(2), 181-207. Nielsen, M. (2001). The company brochure as a genre: Towards a textogram based on Danish and German brewery brochures. Hermes, 27, 215-228. Crystal, D. (2003). English as a global language. Ernst Klett Sprachen.
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