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Citing sources: Exercises

Exercise 11

Incorporate a quotation from Cook in the text at a suitable point. Decide on a suitable place to include the quotation. Make any changes necessary to the text.


Mercifully, attempts to produce 'poems' in ads are rare. This particular example is outstandingly banal and clumsy. The rhythm and rhyme scheme are irregular to no purpose; there are no other phonological patterns of note; and the sentiment and imagery are trite. But it is a bad ad as well as a bad poem.

(G. Cook (1993). In a book titled Discourse in advertising, published in London by Routledge in 1996. This quotation is from page 123.)


Cook (1992) provides a highly readable, and often witty, study of advertisements in British magazines and television. He discusses the genre in general, different types of ads (for products, charities, health campaigns and so on) and changes in advertising fashion from the 1950s to the 1990s. His analytic method is line-by-line commentary on the short texts and their visual and musical components, and his observations on individual ads are invariably perceptive. However, ultimately, the method is simply that of confident personal literary judgement.

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