The inclusion of advertisers, audiences and other persons, i.e. person-mention,
in late 18th- and early 19th-century English advertisements is a salient feature
of advertising style. As person-mention decreases during the century, this study
explores how the change progresses from 1785 to 1880 in two London newspapers,
The Times and The Morning Post, and what functions person-mention
serves. The results show that person-mention established an interpersonal
relationship where the advertiser attended to the needs of the audience, but
towards the end of the century the advertiser-audience dyad lost its importance
as a persuasive strategy and advertisements focused on the products only. To
understand these linguistic changes, the genre is discussed in the context of
19th-century sociocultural changes, employing an integrationist sociological
model.
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