Talaat Pasha

University of Utah at Salt Lake City, USA

Theme and Thematic Progression in Editorials and Advertisements

Many studies claimed that we can distinguish between genres in terms of both micro/ macro structures. The present study verifies this claim through analyzing two genres within the field of Journalism; namely, advertisements and editorials (Ads & Eds). The working hypothesis under which the study is undertaken is that although Persuasion is a common goal of both Ads & Eds, both Ads & Eds employ different tools to achieve the goal of persuading the reader. This difference is directly reflected in both the microstructure of the text (choice of process (verb) types and macrostructure (Schematic Structure and Interaction). The analysis is conducted in terms of: Transitivity, Schematic Structure Interaction, Theme and Thematic structure. The analysis shows that the different nature of both Ads & Eds is reflected quantitatively and qualitatively in the micro and macro structure of both genres.