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Type: Journal article
Title: Sales promotion communication as social processes and schematic structures
Author: Cheung, M.
Citation: The Open Applied Linguistics Journal, 2009; 2(1):32-44
Publisher: Bentham Science
Issue Date: 2009
ISSN: 1874-9135
Statement of
Ming Cheung
Abstract: The genre of sales promotion communication can be perceived as social processes; they are apt to be dynamic and evolving. The genre can be realized through socially recognized forms of texts; these forms arise from recurrent social situations and gradually become conventionalized and typified responses to similar situations. Each form is realized through a schematic structure, which refers to the organization of semantic units in a text. This study aims at discussing the development of a move scheme for analyzing the sales genre, based on the analysis of a real-life corpus instead of the subjective evaluation of one or a few discrete texts. To validate the move scheme put forward by the author, five specialist informants who on average had been working in the field of promotional writing and editing for ten years were consulted for their expert opinions and comments. Through analyzing the schematic structures, we can gain an understanding of how users of a sales genre contribute to the shaping of our views and knowledge of the world. The move scheme could form part of the learning materials for any courses or textbooks on the writing of sales promotion discourse.
Keywords: Sales promotion communication; sales genre; social process; schematic structure; move scheme; specialist informants
Rights: © Ming Cheung; Licensee Bentham Open. This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
RMID: 0030000959
DOI: 10.2174/1874913500902010032
Appears in Collections:Media Studies publications

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