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Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Abstract

Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of intertextuality operating as a discourse strategy. This paper studies multigeneric intertextuality in printed advertising, i.e. delivering an advert message through a register or text-form typical of other genres, for which discourse analysis and the genre studies perspective are adapted. From the cognitive linguistics perspective, it focuses on how the experience becomes the basis of building an emotive and attitudinal layer of meaning via exploring the recipient's mental space. The article studies cues signalling intertextual processing, specifically cues of socially determined discourses such as cooking recipes, warning signs, computer-mediated communication, scientific discussions or travel brochures, which may function as mental space inducing cues in the collected adverts. It also deals with how intertextuality in adverts can be scaled and how the level of explicitness relates to promoting various categories of products.

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The Image of Women in Romanian Advertisements: The 1930s. A Discourse Analysis Approach

Abstract

This article aims at picturing the image of women as portrayed in Romanian advertising during the 1930s. Torn between forward-looking associations fighting for equal rights and traditionalist tendencies confining the woman to the household, the female image, as captured by adverts, underwent spectacular changes, as a reflection of the mentalities and implications generated by the historical and social background.

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Linguistic and Non-Linguistic Elements in Detecting (Hungarian) Fake News

References Aczél, P. (2017). Az álhír. Kommentár a jelenség értelmezéséhez. Századvég 84: 5–25. Árvay, A. (2007). The Analysis of Manipulation in Hungarian and American Written Advertising Discourse. Doctoral dissertation. Manuscript. Budapest: Eötvös Loránd University. Balázs, G. (2015). Netfolklór – intermedialitás és terjedés. Replika 90–91: 171–185. Boghossian, P. (1996). What the Sokal Hoax Ought to Teach Us. Times Literary Supplement 14−15. Bok, S. (1983). A hazugság. A köz- és magánélet válaszútjai. Budapest

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Fantasy Word Sounding in Marketing Phonosemantics

filologicheskikh nauk. Spetsial’nost’ 10.02.19 – teoriya yazyka. Krasnodar: Yuzhnyj federal’nyj universitet. / Кожанова В.Ю. Лингвистические основы наименований брендов (на примере английского и русского языков). Автореферат диссертации на соискание ученой степени кандидата филологических наук. Специальность 10.02.19 – теория языка. Краснодар: Южный федеральный университет. Kulikova, E.V. (2008). Linguistic specificity of the advertising discourse. In Newsletter of Lobachevsky University of Nizhny Novgorod , 4, p. 197-205. / Kulikova E.V. Yazykovaya spetsifika

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VERBAL WARFARE IN THE POLISH MEDIA: AN ANALYSIS OF CONCEPTUAL METAPHORS IN POLITICAL DISCOURSE

Economics Advertising Discourse”. Revista Alicantina de Estudios Ingleses 15 (2000), 39-47. Universidad de Alicante. Duszak, Anna (2006). “Why 'New' Newspeak? Axiological Insights into Language Ideologies and Practices in Poland”. In C. Mar-Molinero & P. Stevenson (Eds.), Language Ideologies, Policies and Practices: Language and the Future of Europe (91-103). Houndmills & New York: Palgrave Macmillan. Gibbs, Raymond W. (1994). The Poetics of Mind: Figurative Thought, Language, and Understanding. Cambridge: CUP. Goddard

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