Communicative dimension of social advertising: linguopragmatic characteristics of the addresser and the addressee

Девос, Анастасія Олександрівна (2023) Communicative dimension of social advertising: linguopragmatic characteristics of the addresser and the addressee Закарпатські філологічні студії (28). pp. 130-134. ISSN 2663-4880; 2663-4899

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Abstract

In the article, based on the examples of modern French social advertising, the main linguistic-pragmatic characteristics of the addresser and the addressee of the advertising message are investigated. Considering the communicative purpose and functions of advertising messages, the categories of the addresser and the addressee were structured into specific subgroups and examples were given for each of them. The addresser in French social advertising can be represented by a real governmental or non-governmental organization, or is delegated, which means, the addressee is actually a person, or a personified object depicted on the advertising poster. As for the category of the addressee in French social advertising, it is mainly presented in the following forms: explicit, implicit and virtual. The analysed examples showed that the delegated addresser is mostly presented in French social advertising, since in most cases a fictional person or a personified object addresses the potential audience from the image of the advertising poster. In addition, the analysis of French social advertising messages showed that the addresser can also often be included in the advertising message. Such inclusion is usually expressed by the use of verbs in the form of the first person plural of the imperative mood. And sometimes the addresser, on the contrary, distances himself, using the address “you” (the second person plural of the imperative mood of the verb), thus emphasising the separation of responsibility. The category of the addressee is expressed in the following forms: a) explicit – the addressee is depicted on the advertising poster or there is a reference to him in the text of the advertisement itself; b) implicit – does not have explicit forms of expression in the advertising message; c) virtual – the addressee is presented as a virtual commu- nicator in the language dialogue, he does not have explicit evidence of his presence in communication. However, one can indirectly feel his presence in the dialogue. There are sometimes the cases when the addressee and the addressee of the advertising message can merge into one person, but these cases are very rare presented in French advertising discourse.

Item Type: Article
Uncontrolled Keywords: category of the addresser and the addressee; communicative dimension; communicative functions; social advertising; French advertising discourse
Subjects: Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Index Copernicus
Це архівна тематика Київського університету імені Бориса Грінченка > Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions: Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет романо-германської філології > Кафедра романської філології та порівняльно-типологічного мовознавства
Depositing User: Анастасія Олександрівна Девос
Date Deposited: 14 Jul 2023 12:31
Last Modified: 14 Jul 2023 12:31
URI: https://elibrary.kubg.edu.ua/id/eprint/45677

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