Communicative features of the French social advertising discourse

Devos, Anastasiia (2020) Communicative features of the French social advertising discourse Колективна (три і більше авторів). Theoretical and practical aspects of the development of the European Research Area: monograph. Baltija Publishing House, Riga, Latvia.

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The purpose of this paper is to summarize the research framework of communicative activity, which over the last decades has significantly expanded, and, in addition to linguistic means of expression, includes a whole range of extralinguistic factors. To these factors belong the language competence of participants in a speech act, their interaction in the communication process, the environment in which this communication occurs, speech etiquette, individual features of language use, etc. Therefore, currently no clear boundaries determine the subject of linguistic-pragmatic research. Linguistic pragmatics refers to the whole range of issues related to the personality of the addresser and the addressee of the speech, the hierarchy of the participants of the communication, the situation and conditions in which they communicate, the stylistics used and emotional means of speech. Thus, in the broad sense of the term, linguistic pragmatics includes both sociolinguistics and psycholinguistics, and other areas of linguistics related to the functioning of language in society, which is why the linguistic pragmatics is also called the linguistics of speech. However, the most significant factor in extending linguistic pragmatics issues is the consideration of all components of the communicative act, without exception. In this framework, pragmatics emerges as a cross- curricular area of research, as well as a section on the science of language that studies the functioning of linguistic characters in speech, the use of language by speakers in communicative situations, taking into account the close interaction of communicators. Given the above, the most important areas of study of linguistic pragmatics consider areas related to the subject of speech (illocutionary forces, speech tactics, rules of dialogue, various attitudes, speaker reference, pragmatic presuppositions, empathy, etc.) and the addressee of speech (rules for deriving indirect meanings, perlocutionary effects, types of speech response, etc.). Having analysed several examples of the advertising messages of French social advertising from the standpoint of the communication theory, we have concluded that French social advertising is characterized by the use of complex communicative structures, which are formed by combining several communicative acts in one. Most often it is a combination of an assertive act, the illocutionary force of which is to assert a certain state of affairs and a directive act as a call to a certain way of life or to adhere to certain behavioural standards. According to the frequency of use among simple speech acts in the first place are assertives, then directives, and quessitives, which in most cases are represented by rhetorical questions, the answer to which becomes clear from the context of the advertising message. The use of expressives and other types of speech acts is not typical of the discourse of French social advertising. In addition, all of the above-mentioned speech acts can be combined with each other to form complex communicative structures, which are often framed in dialogues.

Item Type: Monograph (Колективна (три і більше авторів))
Uncontrolled Keywords: social advertising; French
Subjects: Монографії > Видані за кордоном (окрім країн СНД)
Divisions: Факультет романо-германської філології > Кафедра романської філології та порівняльно-типологічного мовознавства
Depositing User: Анастасія Олександрівна Девос
Date Deposited: 26 Aug 2020 06:38
Last Modified: 26 Aug 2020 06:38

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