As a consequence of globalisation, small to medium-sized companies are increasingly
seeking to promote their products further afield than their home markets. This entails cross …

This chapter describes the development and use of Promociona-TÉ, a tool for Spanish
professionals who need to write herbal tea promotional texts (HTPTs) in English. The tool …

This article describes a contrastive study on rhetorical differences between Italian and
English sales promotion letters. It is assumed that cultural differences affect discourse …

This paper aims to reveal the rhetorical structure and the linguistic features of persuasive
language in online advertisements of electronic products. Nowadays, the bulk of e …

The import of rhetoric in advertising research has been steadily gaining momentum since
the 1980's. However, insights generated by drawing on the discipline of rhetoric have varied …

It is nowadays widely accepted that different cultures structure discourse in different ways.
Moreover, research has shown that this also holds for discourse genres traditionally …

The multimodal character of academic and business discourse has long been
acknowledged. Several studies have brought to the fore the multimodal nature of academic …

If there is one dominant characteristic of professional and, to some extent, even academic
genres that has influenced the essential nature and function of discourse in general in …

This article describes a contrastive study of rhetorical differences between Italian and
English 'For Your Information'(FYI) letters. It is assumed that cultural differences affect …

The present paper starts out by assuming that, despite a relative uniformity of research
articles (RAs) imposed by the requirements of the genre, there will be significant intercultural …