Modern Genre of English Advertising-Informational Collage: Structure, Semantics, Pragmatics

Сегал, Анна Леонідівна (2016) Modern Genre of English Advertising-Informational Collage: Structure, Semantics, Pragmatics PhD thesis, Київський унверситет імені Бориса Грінченка.

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Abstract

The thesis focuses on the study of structural-semantic and linguo-pragmatic particularities of advertising-informational collage on English book jackets published in the XXI century. It is considered as a specific genre of advertising discourse. The advertising-informational collage is viewed as a modern genre in book publishing that comprises verbal and visual components constituting structurally coherent entity. It includes informative function based on representation of the book contents and persuasive purpose as a characteristic feature of advertising discourse. The genre is pragmatically oriented towards the addressee's inducement to book's purchase which is gained by verbal and visual effective means. It is characterized by positive evaluation, informativity, conventional, non-linear structure, small-sized format, creolized text, secondary nature, intertextuality, architextuality. Particular attention is paid to the composition of advertising-informational collage that is represented by invariant verbal components – a title, review extracts, a summary review, an author's short biography and visual elements – an author's photo, and illustrations. Complementary components incorporate a subtitle, a key phrase, a quote from the source text, other books preview, a publisher's logo that are arranged according to their functional purpose and addresser's intention. Verbal and visual components of advertising-informational collage constitute a creolized text directed towards complex impact on the addressee. The research provides analysis of functional and stylistic variety of advertising-informational collage: it reveals features of publicistic, belles-lettres, scientific and colloquial functional styles in its components. Architextuality is determined via secondary speech genres and fragments of imitated literary genres within the advertising-informational collage. Intertextuality is expressed by using of quotes, allusions and semantic transformation of the source text. The thesis discloses semantic structure of advertising-informational collage performed as a frame cluster that reflects hierarchic relations between the elements of frame models on superordinate, basic and subordinate levels. Semantic structures of four main communicative blocks are provided: presentational, informational, descriptive, and evaluative. They are expressed by semantic component of book / author presentation (genre, class of literature, style of the author, audience), factual data about author, book content description (theme, plot, setting, characters), book / author evaluation (reviewer's opinion and praising). Communicative structure of advertising-informational collage embraces images of the addresser, addressee, communicative past and future of the advertised book. The advertising-informational collage as a genre of advertising discourse reflects features of representatives (description, assertion), directives (request, advice, recommendation), and commisives (promise). Pragmatic content is rendered through communicative aim and pragmatic purpose that are realized by rational and emotive appeals and techniques of creating positive pragmatic background of the advertised object. Communicative strategies and tactics contribute to the addresser's communicative effect on the addressee. The main communicative strategies realized within the advertising-informational collage are: informative strategy, argumentation strategy, book positioning and manipulation. For further investigation in the field of books advertising, it seems reasonable to look at communicative-pragmatic and linguo-cognitive perspectives, also extending to lexical-grammatical and syntactic levels of other advertising genres regarding books' spreading as cultural objects.

Item Type: Thesis (PhD)
Uncontrolled Keywords: advertising-informational collage, genre, advertising discourse, verbal and non-verbal components, frame, semantic structure, appeal, communicative strategy, tactics.
Subjects: Abstracts > Спецради Університету
Divisions: НМЦ > НМЦ досліджень, наукових проектів та програм
Depositing User: Ганна Сало
Date Deposited: 05 Sep 2016 11:30
Last Modified: 05 Sep 2016 11:30
URI: http://elibrary.kubg.edu.ua/id/eprint/14916

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