Lexical Analysis of Implicit Promotional Devices in Bank Annual Reports
Abstracts
Among the many diverse business discourses, this article focuses on a particular financial genre, Bank Annual Reports (ARs). The main assumption underlying this study concerns the overlapping nature of these disclosures which overtly fulfil informative goals but covertly and concomitantly fulfil promotional ones as well. Starting with a general presentation of the distinctive features of Bank ARs, the article will pinpoint the lexical and discursive devices utilized to highlight the institution’s specificities, its successful performance and ethical values. Particular attention will be paid to the implicit and unexpressed evaluative resources deployed by AR writers to discreetly but efficiently promote a particular financial group, enticing the audience into taking advantage of services advertised through explicit but also invoked and indirect references.
Index terms
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Bibliographical reference
Donatella Malavasi, “Lexical Analysis of Implicit Promotional Devices in Bank Annual Reports”, ILCEA, 9 | 2007, 171-184.
Electronic reference
Donatella Malavasi, “Lexical Analysis of Implicit Promotional Devices in Bank Annual Reports”, ILCEA [Online], 9 | 2007, Online since 09 June 2010, connection on 28 March 2024. URL: http://journals.openedition.org/ilcea/724; DOI: https://doi.org/10.4000/ilcea.724
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The text and other elements (illustrations, imported files) are “All rights reserved”, unless otherwise stated.
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