Understanding Direct Mail Letters as a Genre

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dc.contributor.authorUpton, Thomas A. (Thomas Albin)
dc.date.accessioned2010-10-27T17:05:50Z
dc.date.available2010-10-27T17:05:50Z
dc.date.issued2002
dc.descriptionThis post-peer-review, pre-copyedit version of the article submitted to IUPUI ScholarWorks as part of the OASIS Project.en_US
dc.description.abstractWhat makes non-profit, philanthropic discourse so persuasive has not been well explored to date. Using a specialized corpus of direct-mail letters from philanthropic organizations in five different fields, this study seeks to combine the tools of corpus analysis with the specificity of genre analysis in a way that has not been done before to provide a new perspective on a genre that is not well understood. The underlying goal is to look for a methodology that will provide much of the qualitative detail that is common to genre analysis while at the same time provide the reliability that is best assured by the quantitative power of computerized corpus analysis. Using Bhatia's approach to genre analysis (1993) and his exploratory efforts in investigating fundraising discourse (1997, 1998) as a foundation, key patterns in the rhetorical structure of direct-mail letters revealed through a large-scale corpus analysis are presented.en_US
dc.identifier.citationUpton, Thomas A. "Understanding direct mail letters as a genre." October 27, 2010. Available from IUPUI ScholarWorks. http://hdl.handle.net/1805/2297.en_US
dc.identifier.citationUpton, Thomas A. "Understanding direct mail letters as a genre." International Journal of Corpus Linguistics 7, no. 1 (2002): 65-85.en_US
dc.identifier.issn1384-6655
dc.identifier.urihttps://hdl.handle.net/1805/2297
dc.language.isoen_USen_US
dc.publisherOriginally published by ©John Benjamins Publishing Co.[BREAK]Article reproduced with permission of the copyright owner. Publisher should be contacted for permission to re-use or reprint the article in any form: [LINK]http://www.benjamins.nl[/LINK].[BREAK]The original doi for the as-published article is: 10.1075/ijcl.7.1.04upt. To access the doi, open the following DOI site in your browser and cut and paste the doi name where indicated: [LINK]http://dx.doi.org[/LINK].[BREAK]Access to the original article may require subscription and authorized logon ID/password. IUPUI faculty/staff/students, please check University Library resources before purchasing an article via the publisher. Questions on finding the original article via our databases? Ask a librarian: [LINK]http://ulib.iupui.edu/research/askalibrarian[/LINK].en_US
dc.subjectDirect Mailen_US
dc.subjectFundraising Discourseen_US
dc.subjectGenre Analysisen_US
dc.subjectPhilanthropyen_US
dc.subject.lcshPhilanthropic and nonprofit studiesen_US
dc.subject.lcshDirect-mail fund raisingen_US
dc.subject.lcshDiscourse analysisen_US
dc.titleUnderstanding Direct Mail Letters as a Genreen_US
dc.typeArticleen_US
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