Abstract
The article starts out from the prototypical descriptions of strategic goals of news writing (news values, top-down processing) and advertising copy (as suggested by the AIDA formula). Though somewhat dated, these goals are still prominent in the minds of readers and consumers, and they reflect the underlying principles of CREDIBILITY (for news writing) and DESIRE (for ads). Focusing on hybrid examples (ads imitating news stories, news stories integrating advertising elements), which are submitted to a detailed analysis, the urge for credibility and the arousal of desire are identified as the driving forces behind cross-genre imitation in ads and news stories respectively. Although the interaction is most spectacular between ads and news stories, it is no less common between ads and other newspaper genres, such as expert interviews and feature articles (e.g. environmental features, travel features, shopping features). Going beyond the level of applied analysis, the article further evaluates the CREDIBILITY and DESIRE principles against the background of Grice's maxims and Leech's interpersonal rhetoric and concludes that they take up aspects of these concepts not covered by current relevance-theoretic interpretations.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
