Brand Tone of Voice:

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44 brand tone of voiceSimmons, J. (2004) Dark Angels: how writing releases creativity at work. London: Cyan.Stubbs, M. (1996) Text and Corpus Analysis. Oxford: Blackwell.Swales, J. (1990) Genre Analysis. Cambridge: Cambridge University Press.Varey, R. (2002) Marketing Communication: principles and practice. London: Routledge.Vestergaard, T. and Schroder, K. (1985) The Language of Advertising. Oxford: Blackwell.Walker, S. (2001) Typography and Language in Everyday Life. London: Longman.Waller, R. (1987) The Typographical Contribution to Genre. Unpublished PhD dissertation,Department of Typography and Graphic Communication, University of Reading.Waller, R. and Delin, J. (2003) Co-operative brands: the importance of customer informationfor service brands. Design Management Journal 14(4): 63–9.White, P. R. R. (1998) Telling Media Tales: the news story as rhetoric. PhD dissertation,University of Sydney.Williamson, J. (1978) Decoding Advertisements. London and Boston: Miriam Boyars.
Page 1 and 2: Journal ofAppliedLinguisticsjAL (pr
Page 3 and 4: J. Delin 4, I discuss conclusions,
Page 5 and 6: J. Delin positions do, or could, in
Page 7 and 8: J. Delin they cannot keep control o
Page 9 and 10: J. Delin Other brand values that oc
Page 11 and 12: J. Delin 11cations. In fact, the ad
Page 13 and 14: J. Delin 13What is important for th
Page 15 and 16: J. Delin 15Brand elements are there
Page 17 and 18: J. Delin 17or through explicit asse
Page 19 and 20: J. Delin 19animate objects, we woul
Page 21 and 22: J. Delin 21Orange’s subordinate r
Page 23 and 24: J. Delin 23ProcesstypeMaterial:acti
Page 25 and 26: J. Delin 25Minimiser Action Results
Page 27 and 28: J. Delin 27The crucial point here i
Page 29 and 30: J. Delin 29many of the products and
Page 31 and 32: J. Delin 31And you don’t have to
Page 33 and 34: J. Delin 33relative absence in the
Page 35 and 36: J. Delin 35be part of brand positio
Page 37 and 38: J. Delin 37clients to further their
Page 39 and 40: J. Delin 39general impression. The
Page 41 and 42: J. Delin 41ReferencesAllen, T. and
Page 43: J. Delin 43John, O. P. (1990) The

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