Linguistic and cognitive features of French social advertising for a healthy lifestyle

Девос, Анастасія Олександрівна and Харченко, Тетяна Гадульзянівна (2021) Linguistic and cognitive features of French social advertising for a healthy lifestyle Науковий вісник Дрогобицького державного педагогічного університету імені Івана Франка Серія: Філологічні науки (мовознавство) (15). pp. 34-40. ISSN 2312-6353

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Abstract

The article describes the linguistic and cognitive features of modern French social advertising for a healthy lifestyle and analyses the main functions of the advertising message. It is proven that successful communication is possible only in the presence of a common cognitive and communicative space, background knowledge common to both the addressee and the addressee. Background knowledge is largely related to language, as the language covers the most important for a particular people (culture) concepts, views, assessments, etc. French social advertising presents bright, emotional and well-thought-out plots that make recipients think about the pressing problems of modern society. That is why this article focuses on the analysis of the linguistic and cognitive features of French social advertising, depending on which the advertising message can perform the following four functions: “fatal” function aims to attract public attention, to establish contact with it; “appellative” or “conative” function, which aims to influence the consumer through the personification of the visual image; “referential” function – visualization of the problem on the advertising poster, often through the use of “shock images”; “poetic” function – when the image is charged with connotation. In addition, the article highlights the linguistic pragmatic features of the construction of advertising slogans of the discourse of social advertising in France. They consist in the effective use of rhetorical and stylistic figures, which in advertising act as speech acts. Figures act as persuasive speech acts that affect inference (goal – to convince) and especially feelings (goal – to impress, shock). The main means of argumentation at the stylistic level are semantic figures – paths: metaphor and metonymy. Syntactic figures act as means of enhancing the expressiveness of utterances: symmetry (parallelism, anaphora), inversion and antithesis.

Item Type: Article
Uncontrolled Keywords: linguistic and cognitive features; social advertising of France; French advertising discourse; functions of advertising message
Subjects: Статті у наукометричних базах > Index Copernicus
Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions: Інститути > Інститут філології > Кафедра романської філології та порівняльно-типологічного мовознавства
Depositing User: Анастасія Олександрівна Девос
Date Deposited: 27 Sep 2021 06:38
Last Modified: 15 Nov 2021 18:12
URI: https://elibrary.kubg.edu.ua/id/eprint/37203

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