Прагмасемантичні особливості категорії оцінки в рекламному тексті (на матеріалі реклами журналу “Time”)

7.Мовні засоби вираження оцінки в рекламі (на матеріалі журналу “Time”) / Киричук Л. М. ; Волин. держ. ун-т. – Луцьк. 1995. – 11с. – Укр. – Деп. в ДНТБ України 12. 07. 95, № 1799 – Ук 95. 

Дисертація присвячена аналізу прагматичних та семантичних особливостей оцінки в рекламному тексті, який розглядається з трьох точок зору – його жанрових, мовленнєвоактових і дискурсних характеристик. Визначено домінантну позицію оцінки в концептуально-мовленнєвій структурі рекламного жанру. Виявлено особливості її мовного вираження відповідно до екстралінгвістичних факторів рекламного контексту, а саме, специфіки ситуації спілкування, комунікативної мети та фактору адресата. Виділено семантичні типи оцінної інформації – денотативний, конотативний і підтекстовий. Побудовано схему прагматичної рекламної інформації на основі комунікативних одиниць тексту (блоків), що містять певний тип оцінної інформації. Визначено функціональне призначення блоків оцінної інформації та її роль у генезисі дерективної ілокуції РТ як мовленнєвого акту спонукання. Побудовано варіантні моделі оцінної інформації відповідно до способу розвитку теми рекламного дискурсу – лінійного, ступінчастого, пунктирного та паралельного. Виявлено взаємовідповідність між чергуванням типів оцінної інформації і тематичною організацією рекламного дискурсу. 

Ключові слова: бенефактивна позитивність, оцінна інформація, семантичний тип оцінки, модель оцінної інформації, тематична організація рекламного спілкування. 

 

Диссертация посвящена анализу прагматических и семантических особеностей оценки в рекламном тексте, рассматриваемом с трех точек зрения – его жанровых, речевоактовых и дискурсных характеристик. 

Определено доминантное положение оценки в концептуально-речевой структуре рекламного жанра. Выявлено особенности ее языкового выражения в зависимости от экстролингвистических факторов рекламного контекста, а именно, специфики ситуации общения, коммуникативной цели и фактора адресата. Выделены семантические типы оценочной информации – денотативный, коннотативный и подтекстовый. Построено схему прагматической рекламной информации на основе коммуникативных единиц текста (блоков), содержащих определенный тип оценочной информации. Определено функциональное предназначение блоков оценочной информации и их роль в генезисе директивной иллокуции РТ как речевого акта побуждения. Построено вариантные модели оценочной информации в зависимости от способа развития темы рекламного дискурса – линейного, ступенчатого, пунктирного и параллельного. Выявлено взаимосоответствие между чередованием типов оценочной информации и тематической организацией рекламного дискурса. 

Ключевые слова: бенефактивная позитивность, оценочная информация, семантический тип оценки, модель оценочной информации, тематическая организация рекламного дискурса. 

 

The dissertation deals with a study of specific features of language expression and function of evaluation in advertising texts (based on the advertising materials of magazine “Time”). 

In this work a complex approach to the advertising text (AT) is applied, viz. the latter is regarded as a genre of texts of the persuasive type, a speech act and a topically organized discourse. The above approach, on the one hand, has ensured a comprehensive study of the peculiarities of the category of evaluation in this type of text, on the other hand, has determined the structure of the dissertation (its main part consists of three chapters), as well as the content of the chapters. 

In Chapter One, “The Peculiarities of the Category of Evaluation in the Advertising Genre”, we define specific pragmasemantic features of evaluation of a AT as determined by the extralinguistic factors of the advertising intercourse, the communicative goal and the addressee factor. The results of the performed analysis have permitted us to make the following conclusions: 1) evaluation manifests the axiological level of an AT viewed as a social offer (for it is the evaluation that forms the non-neutral attitude of the audience toward the object of the communication) ; 2) evaluation is an instrument for realizing the pragmatic idea (persuasion) in an AT, when the latter is viewed as a component of impact; 3) evaluation is a component which determines the address orientation in an AT, when the latter is viewed as a means of exercising persuasion in the optimal way. 

The category of evaluation holding the dominant position on the socio-axiological level of the text and characterizing its communicative-pragmatic and speech aspects consequently reveals itself as a main criterion of describing the genre peculiarities of an AT. 

In Chapter Two, “The Evaluative Aspect of an AT as a Speech Act”, the mechanisms that realize the directive maxim of the text on the basis of the specific expression of an evaluation in its fragments/microacts are investigated. 

Evaluation, being explicitly or implicitly expressed on the propositional level of the advertising information is regarded as a signal of evaluative information. In the dissertation evaluative information is treated as a necessary link ensuring the communication pragmatic effect. 

In order to reveal pragmatic implications of microacts, expressing the semantically heterogeneous evaluative information, the differentiation of the latter into denotative, connotative and implied is suggested. These semantic types of evaluative information are distinguished on the basis of lexical criterion, proceeding from the identification of the position of the evaluative seme in the semantic structure of the language units of the advertising vocabulary. 

Since evaluative information is inherent in each part of an AT and is revealed as an immutable feature of total advertising information, it has appeared possible and reasonable to present the informational structure of an AT as a combination of blocks of denotative evaluative information (DEI), connotative evaluative information (CEI) and implied evaluative information (IEI), each, with a different degree of intensity, realizing the formula: “It is good – make use of it”. 

As a result of the analysis of pragmasemantic peculiarities of evaluative information (EI) blocks, the dependence of the inducive characteristics of microacts upon the mode of expressing their evaluation has been established. There have also been described the place and role of microacts, comprising any of the blocks, in the global speech act of inducement, performed by an AT. 

The succession of EI-blocks (or its formal-quantitative variants) in the structure of the propositional information reflects the alternation of evaluative semantics as explicit – implicit, objective – subjective, automatized – actualized and demonstrates the priorities of certain types of evaluative information in multi-component AT. The data obtained in the analysis of the functional characteristics of different types of EI-blocks have led us to the conclusion that the succession of the blocks in the structure of pragmatic information of an AT represents a combination of the methods of conscious and unconscious persuasion based on the positiveness of the advertising object as the grounds for its being recommended. 

The peculiarities of block juncture in regard to topical organization of an AT as a discourse are analyzed in Chapter Three, “The Model of EI-blocks as a Reflection of Interrelation among Topical Fragments of a Discourse”. 

It was ascertained that the mode of rendering the evaluative information, types of connection between EI-blocks in particular, are determined by the relative character of the advertising discourse strategies and by the peculiarities of its topic development. 

The stereotype topic of an advertising discourse is approached as a communication of the beneficiary positiveness of the object; the communication, being the macrostructure of a higher level, is projected onto the topic of a text fragment. Within the above approach the following observation has been made: the concept of evaluation is inherent in every topical fragment being expressed in its primary semantic focus or forming an additional, secondary center of communication. 

The analysis of the variants of an EI-block model, logical-semantic and structural-semantic relations among its components in particular, has testified that they correspond to certain models of relations among the topical fragments of the discourse in the linear, gradual, dotted and parallel models of its topical development. There has been investigated the ability of an EI-block model to reflect simultaneously both a mode of representation of the evaluative information and a definite type of development of the discoursive topic. The analysis has allowed us to make the assertion that there is an interdependence between the topical arrangement and the succession of forms and types of evaluation in an advertising discourse. 

The overall result of the research is that the category of evaluation holds the dominant position in the speech-conceptual, pragmatic and topical-discoursive structure of an AT. Thus, the specific pragmasemantic features of evaluation in an AT are determined by the extralinguistic factors of advertising context, the peculiarities of accomplishment of its pragmatic orientation as well as the development of its topic. 

Key words: beneficiary positiveness, evaluative information, semantic type of evaluation, model of evaluative information, topic development of advertising discourse.