A multi-level contrastive analysis of promotional strategies in specialised discourse

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-linguistic communication needs, and results in the emergence of text types not thus far addressed in the literature. One such case is that of the herbal tea promotional text (HTPT), in which a herbal tea is described and evaluated with persuasive purposes in mind. This...