The discourse analysis of marketing communication texts in mass media
The paper deals with the features of marketing messages that are widely presented in various forms in the modern mass-media. The study reported in this article reveals some semantic and pragmatic means which maintain special sort of unity within a marketing communication campaign – series of messages. Many linguistic and semiotic peculiarities of advertising and other promotional messages (that distinguish them from the editorial mass media messages) can be explained through the concept of multi-message brand-centered communication as a single whole.
The present paper targets at the analysis of indirect and direct speech as main techniques of intertextual representation in English media discourse and subjects to conscious scrutiny the relationship between quotation sources and the way it is introduced in the text, considering reporting verbs and authors’ intentions while resorting to intertextuality. The article dwells on the comparative analysis of intertextuality representation in two newspaper articles on the natural disaster Hurricane Sandy in the USA and effects authors achieve when using this technique.
Since the issue of intertextuality was introduced, it has been hotly debated and employed by professionals in various disciplines time and again. In media discourse reporters widely use this powerful tool for suiting their own purposes. At writers’ disposal, reported speech as one of the most common forms of intertextuality allows gaining readers’ confidence, interpreting information subjectively or even detaching from what is said. It is claimed that the writers’ pursued effect is achieved not only through the content of the reported speech itself but also through a correctly chosen reporting verb. The present research targets at the comparative analysis of reporting verbs introducing direct and indirect speech and focuses on the peculiarities of the latter ones, subjecting to conscious scrutiny their illocutionary forces. In order to account for the impact of these verbs the semantic analysis is carried out, which results in the identification of their lexical presupposition and their classification. The findings suggest that in media discourse the choice of reporting verbs discloses the narrator’s perspective, elucidating the point of view of the person quoting instead of the quoted one. The research outcomes reveal semantic peculiarities of verbs used to refer to the ideas of other writers and researchers and therefore assist people in academic reading and writing.
The article is devoted to the study of neologisms in advertising English and German discourse. The primary aim of the research was to single out the main tendencies of the use of neologisms in modern authentic English and German advertisements; to find out common features and distinctions between them. The typical features of the advertising discourse on different levels were studied using the examples taken from English and German advertising. With the help of the classification suggested by John Algeo the most productive patterns of coining new words were singled out. In advertising English those are compounding, affixation, abbreviations and clippings; while German copywriters rely on affixation and borrowings. For that purpose more than twenty English and ten German printed magazines of different types were analyzed, including women-oriented magazines. It goes without saying that the results of the research contribute to the formation of cultural awareness of not only students but also linguists and may be used in teaching English and German in the classroom of intermediate and advanced learners of the language.
This article is devoted to a problem of development of modern German discourse of advertising. Properly selected linguistic means allow for success of the advertising texts. Today it is more important to put emphasis on the creation of the ideal image of the consumer rather than demonstrate the value of the product to the customer. So the structure and components of modern advertising texts differ from the text of the end of the twenties century. Presently the slogan is the most important and long-term part of the modern advertisement. It transfers the essential meaning of the whole message. Consequently, the creation of a slogan requires specific linguistic methods.
This article deals with onomatopoeic advertising discourse. We attempt to examine the capability of sound imitation in cohesive texts, based on the concepts of textuality developed by Beaugrande and Dressler. We also consider stylistic aspects of sound imitation in advertising and trace the manifestations of different kinds of expressive means in onomatopoeic texts. The article aims to find out how different stylistic means manifest themselves in onomatopoeia and examines the phonograph and phonomorphology of advertising onomatopoeia, its structural features and rhyme. To obtain more objective information concerning the use of onomatopoeia and its specific individual expressive forms in advertising, we also conducted a survey of potential buyers (native speakers) aimed to show how effective these advertisements could be for them personally when they choose goods. Having divided and systematized the received preferences, we attempt to define, what exactly makes advertising noticeable for the buyer in various cases. We have conducted our analysis, based on the comments received, and made appropriate conclusions.
This article undertakes an analysis of textual representation of enemy image in American political discourse spanning the past 50 years. It is contended that textual actualization of the enemy is the projection of the basic semiotic category of the ‘other’ which is perpetuated in political discourse and is lexicalized differently depending on the text’s instantiating a particular order of discourse and the ideology informing it. The ways in which the category is actualized in texts in terms of lexis, grammar, macro- and micro-strategies remain almost intact, despite the change of socio-economic orders and specific referents invoked in texts as enemies. Constructing enemy image in texts is contended to be the driving force of discursive construction of social world, maintaining social patterns and legitimizing actions in the best interest of specific political actors.