FEATURES OF SOCIAL ADVERTISING DISCOURSE

被引：0
|
作者：
Sotnikova, Elizaveta [1 ]
机构：
[1] Chelyabinsk State Univ, Chelyabinsk, Russia
来源：
WUT 2018 - IX INTERNATIONAL CONFERENCE WORD, UTTERANCE, TEXT: COGNITIVE, PRAGMATIC AND CULTURAL ASPECTS | 2018年 / 39卷
关键词：
Advertising discourse; social advertising; advertising text;
D O I：
10.15405/epsbs.2018.04.02.54
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
The article dwells upon the main distinctive features of social advertising discourse. We aim at proving the existence of social advertising discourse as a separate type within the advertising discourse and analyse its features, functions and aims. The main distinctive features of a social advertisement are its addresser and addressee, channels, motives, tones and presuppositions of the addressee. Another feature of social advertising discourse is its unique speech strategies. We analyze examples of social advertising texts in three languages, English, French and Russian, and create a classification of speech strategies.The study has shown that speech strategies used in social advertising discourse differ from the ones used in commercial advertising discourse and cannot be applied within it.In conclusion, we summarise the main similarities of social advertising discourse with commercial advertising discourse and stress its main distinctive features, which make social advertising discourse a separate and independent type existing within the discourse of advertising. (C) 2018 Published by Future Academy www.FutureAcademy.org.UK
引用
收藏
页码：375 / 383
页数：9
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