Prepričevalni mehanizem enoglasnih izjav v reklamnih oglasih

  • Agata Križan Univerza v Mariboru, Filozofska fakulteta
Ključne besede: reklamni oglasi, enoglasne izjave, jezik vrednotenja, prepričevanje, medosebno

Povzetek

Bakhtin (1981, 427) golih trditev nima za preprosto nevtralne ali dejstvene, pač pa za »nedialogizirane« ali »enoglasne« in kot takšne še vedno neosvobojene subjektivne prisotnosti govorca (Thibault, 1997, 53). Na podlagi tega so v teoriji jezika vrednotenja enoglasne in mnogoglasne izjave opredeljene kot dve diskurzni medosebni izbiri, ki pokažeta odsotnost ali prisotnost drugih glasov znotraj kategorije vključenosti (Martin, White, 2005). Čeprav enoglasne izjave v reklamnih oglasih očitno zmanjšajo svojo medosebno in subjektivno vrednost skozi nedialogiziran položaj zaradi odsotnosti elementov vključenosti, je ta vrednost kljub temu pogosto povečana zaradi visoke ocenjevalne narave reklamnih oglasov, ki je pogosto prežeta z ideologijo. Članek prepozna vrste enoglasnih izjav in razišče njihov ocenjevalni naboj v reklamnih oglasih, ki lahko znatno prispeva k vsesplošni prepričevalni retoriki reklamnih oglasov znotraj sistema vrednotenja (Martin, White, 2005).

Prenosi

Podatki o prenosih še niso na voljo.

Literatura

Arens, W. F. et al., Contemporary Advertising, Boston 2008.

Bakhtin, M. M., The Dialogical Imagination, Austin 1981.

Barnes, J. (ed.). The Complete Works of Aristotle. The Revised Oxford Translation, Princeton 1984.

Beangstrom,T., Adendorff, R., An APPRAISAL analysis of the language of real estate advertisements, Southern African Linguistics and Applied Language Studies 31, 3, 2013, pp. 325-347.

Chang, V. M. P., Analysis of Stance in Two Interactive Mathematics Lessons, http://sigmaa.maa.org/rume/crume2008/Proceedings/Mesa%20LONG(28).PDF (Accessed 15 Jul. 2019).

Chatterjee, M., Textual engagement of a different kind? Bridging Discourse: ASFLA 2007, Online Proceedings, Australia: Australian Systemic Functional Linguistics Association, 2008, pp.1-15.

Economou, D., Photos in the News: Appraisal Analysis of Visual Semiosis and Verbal-visual Intersemiosis, Unpub. Doctoral Dissertation, University of Sydney 2009.

Ertyas, P. C., An Appraisal Analysis of Gossip news Texts written by Perez Hilton, Masters Thesis, Faculty of Letters and Fine Arts of Sebelas Maret University 2011.

Fryer, D. L., Exploring the dialogism of academic discourse: Heteroglossic Engagement in medical research articles, in: English Corpus Linguistics: Variation in Time, Space and Genre (eds. Andersen, G. and K. Bech), Amsterdam and New York 2015, pp.183-207.

Halliday, M.A.K., An Introduction to Functional Grammar, London 1994.

Harvey, L. Social Research Glossary, Quality Research International, 2012-2019.

https://www.qualityresearchinternational.com/socialresearch/csr.htm (Accessed 20 Aug. 2019).

Hood, S., Forey, G., Introducing a conference paper: Getting interpersonal with your audience, Journal of English for Academic Purposes, 4, 2005, pp. 291-306.

Hood, S., Appraising Research: Taking Stance in Academic Writing, Unpub. Doctoral Dissertation, University of Sydney 2004.

Jefkins, F. W., Yadin, D. Advertising (4th edition), Harlow 2000.

Kozubikova Šandová, J., Intersubjective positioning in political and economic interviews, Discourse and Interaction, 2015, pp. 65-81.

Križan, A., The language of appraisal in British advertisements: the construal of attitudinal judgement, Elope 13, 2, 2016a, pp.199-220.

Križan, A., The social aspect of the discourse-semantic appraisal model in British advertisements: The category of attitude, Jezikoslovlje 17, 3, 2016b, pp. 643-665.

Le, E., Gateways to the News: Headlines on Le Monde’s Home Page and Front Page, Discourse, Context & Media, 2012, pp. 32-44.

Lee, S. H., The use of interpersonal resources in argumentative/persuasive essays by East-Asian ESL and Australian tertiary students, Unpub. Doctoral Dissertation, University of Sydney 2006.

Lee, S. H., Use of implicit intertextuality by undergraduate students: Focusing on Monogloss in argumentative essays, Linguistics and the Human Sciences 13, 1, 2017, pp. 150-178.

Martin, J. R., Rose, D., Working with Discourse: meaning beyond the clause, London 2003.

Martin, J. R., White, P. R. R., The Language of Evaluation: Appraisal in English, New York 2005.

Miller, R. T. et al., Valued voices: Students’ use of Engagement in argumentative history writing, Linguistics and Education 28, 2014, pp. 107–120.

Perloff, R. M., The dynamics of persuasion: communication and attitudes in the 21st century (4th edition), New York and London 2010.

Plemenitaš, K., Krajnc, Ž., Framed: A Study of Media Discourse, in: Od jezika k filozofiji in nazaj: Festschrift ob 75-letnici Dunje Jutronić (eds. Borstner, B., Onič, T. and S. Zupan), Maribor, 2019, pp. 13-30.

Sheldon, E., Dialogic spaces of knowledge construction in research article conclusion sections written by English L1, English L2 and Spanish L1 writers, Iberica 35, 2018, pp. 13-40.

Stevanović, M., Koski, S. E., Intersubjectivity and the domains of social interaction: proposal of a cross-sectional approach, Psychology of Language and Communication 22, 1, 2018, pp. 39-70.

Thibault, P. J., Mood and Eco-Social Dynamics, in: On Subject and Theme: A Discourse Functional Perspective (eds. Hasan, R. and P. Fries), The Hague 1997, pp. 51-90.

Thompson, G., Introducing functional grammar (2nd edition), London 2004.

Trevisan, P., Tweeting ‘engagement’ Strategies of identity construction and ‘alignment-disalignment’ in Donald Trump’s use of social media, Lingue e Linguaggi 28, 2018, pp.337-353.

van Dijk, T.A., Ideology and Discourse Analysis, Journal of Political Ideologies 11, 2, 2006, pp. 115-140.

Vega Garrido, M. E., Characterizing level iv students’ use of engagement resources in academic writing in English: an exploratory study from a systemic functional perspective, Master’s Thesis, Universidad del Norte 2017, http://manglar.uninorte.edu.co/bitstream/handle/10584/8125/132793.pdf?sequence=1&isAllowed=y (Accessed 19 Apr. 2019).

Wells, D. et. al., Advertising: Principles & Practice, New Jersey 2000.

Vestergaard, T., Schroder, K., The Language of Advertising, Oxford 1985.

White, P. R. R., Sano, M., Dialogistic positions and anticipated audiences - a framework for stylistic comparisons, in: Pragmatic Markers in Contrast (eds. Aijmer, K. and A. Simon- Vandenbergen), Amsterdam 2006, pp. 189 – 214.

White, P. R. R., Telling Media Talks: The News Story as Rhetoric, Unpub. Doctoral Dissertation, University of Sydney 1998.

White, R., Advertising, London 2000.

*****

Marie Claire (October, 2004, p.407; August, 2005, pp.14, 37, 281; January, 2007, p.115; April, 2007, p.85; July, 2007, pp. 283, 262, 25, 183, 155, 275, 190, 183, 155; April, 2008, p.15)

She (January, 2005, pp.56, 120, 43)

New Woman (October, 2004, pp.199, 216)

Red (November, 2006, pp.275, 201, 301, 201)

Eve (June, 2004, p.41)

Real (May, 2005, p.6)

Objavljeno
2020-06-23
Kako citirati
KrižanA. (2020). Prepričevalni mehanizem enoglasnih izjav v reklamnih oglasih. Ars & Humanitas, 14(1), 171-185. https://doi.org/10.4312/ars.14.1.171-185