ǂThe ǂlanguage of British advertisements

social and cultural aspects of the appraisal model

Agata Križan (Author), Nada Šabec (Mentor)

Abstract

Reklamni oglasi so sestavni in nepogrešljiv del družbe. Kot medijska besedila, ki naslavljajo množice, imajo velik vpliv na družbo. S tem, ko vstopajo v zasebni svet potencialnega potrošnika, tudi odsevajo in predpisujejo vrednote in norme skozi jezik, ki ga uporabljajo, ne samo obveščajo, kaj je novega na tržišču. Cilj te doktorske disertacije je raziskati in opisati pojavnost in rabo jezika vrednotenj v britanskih reklamnih oglasih, ki naslavljajo predvsem ženske, in njegov družbeni učinek s pomočjo modela jezika vrednotenj, ki sta ga razvila Martin in White (2005), kot analitičnega sredstva. Jezik vrednotenj je eden od treh diskurzno-semantičnih virov, ki ustvarjajo medosebne pomene. Razdeljen je na tri kategorije/sisteme - odnos, stopnjevanje odnosov in vključenost. Odnos zajema vire za izražanje čustev, za vrednotenje obnašanja (za izražanje sodb) in vire za vrednotenje stvari. Odnosi so lahko izraženi neposredno in posredno, imajo pozitiven ali negativen status ter so lahko stopnjevani. Pri vključenosti gre za vire v izjavah, s katerimi avtorji/pisci (besedilni glasovi) izrazijo svoj položaj do drugih trditev in mnenj v smislu sprejemanja ali zavračanja oziroma dopuščanja in nedopuščanja alternativnih mnenj (glasov). Glavni cilj disertacije je prepoznati in analizirati vse neposredne in posredne odnose, njihove tarče in status v njih, načine stopnjevanja odnosov, načine vključenosti, leksikalno-slovnične izvršitelje neposrednih odnosov ter vire izjav v vsakem reklamnem oglasu. Analitični del disertacije zajema kvantitativno in kvalitativno raziskovalno metodo. Izračunani so povprečni deleži posameznih kategorij jezika vrednotenj in njihovih podkategorij, tarč odnosov, pozitivnega in negativnega statusa v odnosih ter leksikalno-slovničnih izvršiteljev neposrednih odnosov za 200 reklamnih oglasov na osnovi predhodno pridobljenih podatkov za vsak reklamni oglas posebej, čemur sledijo interpretacija rezultatov, opis in razlaga o značilnostih in posebnostih izbranega jezika vrednotenj. To daje vpogled v pogostnost pojavljanja jezika vrednotenj, njegovo manifestacijo in preference pri izboru jezika vrednotenj kot tudi vpogled v sistem vrednot. Raziskava je narejena znotraj teoretičnega okvira sistemskega funkcijskega jezikoslovja, ki opisuje jezik kot družbeno prakso, pri čemer je jezikovni izbor odvisen od funkcij, ki jih človek/besedilo želi izpolniti. Na ta način igra kontekst pomembno vlogo pri analizi jezika in torej pri analizi jezika vrednotenj. Z upoštevanjem sobesedila, konteksta in kreativnega jezika (npr. izpusti, kratki stavki, besedne igre, metafore) reklamnih oglasov disertacija prikaže tudi nekatere pomembne načine prepoznavanja odnosov in tarč ter posledično vrednot z osredotočanjem na druge lingvistične in druge vire kot tudi na vzajemno delovanje kategorij znotraj jezika vrednotenj in njihovo povezavo z drugimi elementi. Disertacija prav tako osvetli nekatere pomembne pragmatične namene rabe stopnjevanja in vključenosti.

Keywords

appraisal;British advertisements;discourse-semantic resource;attitude;graduation;engagement;social effect;dissertations;

Data

Language:	English
Year of publishing:	2015
Typology:	2.08 - Doctoral Dissertation
Organization:	UM FF - Faculty of Arts
Publisher:	A. Križan]
UDC:	811.111'42:659.1(043.3)
COBISS:	22471944
Views:	1208
Downloads:	109
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	THE LANGUAGE OF BRITISH ADVERTISEMENTS: SOCIAL AND CULTURAL ASPECTS OF THE APPRAISAL MODEL
Secondary abstract:	Advertisements are part and parcel of society. As media texts addressing the masses, they have an immense impact on society. By entering the private world of a potential consumer, they do not only inform them about what is new on the market, but also reflect and prescribe values and norms through the language they use. The aim of this doctoral dissertation is to explore and describe the occurrence and use of appraisals in British advertisements, addressing primarily women, and their social effect, by applying the appraisal model developed by Martin and White (2005) as an analytical tool. Appraisal is one of three discourse semantic resources construing interpersonal meanings. It is divided into three categories/systems - attitude, graduation and engagement. Attitude encompasses the resources for expressing feelings (affect), for assessing behaviour (judgement) and resources for assessing things (appreciation). Attitudes can be explicit and implicit, have a positive or negative status, and can be graded. Engagement is concerned with sources in propositions, which authors/writers (textual voices) use to express their position towards the opinions of others by acknowledging and rejecting them, i. e. alignment and disalignment with alternative opinions (voices). The central aim of the study is to identify and analyse all explicit and implicit attitudes, their targets and status, types of graduation and engagement, lexico-grammatical realisation of explicit attitudes, and sources of propositions in each advertisement. The analytical section of the dissertation comprises quantitative and qualitative research methods. The average ratio for each appraisal category and its subcategories, attitudinal targets and status, as well as for the lexico-grammatical realisation of explicit attitudes for 200 advertisements is calculated on the basis of data first gathered for each advertisement separately. This is followed by an interpretation of the results, and a description and explanation of the characteristics and particularities of appraisal choices. This provides an insight into the frequency of appraisal occurrence, the use and manifestation of appraisals, preferences for appraisal use as well as an insight into the value system of advertisements. The research is carried out within the theoretical framework of systemic functional linguistics, which describes language as a social practice, whereby linguistic choices depend on the social functions that humans/texts wish to accomplish. In this way, context plays an important role in the analysis of language, and thus of appraisals. By taking the co-text, context and creative language (e. g. ellipsis, short sentences, word puns, metaphors) of advertisements into consideration, the dissertation also demonstrates some important methods of identifying attitudes and targets, and consequently values, by focusing on other linguistic sources and other sources as well as on the mutual interactivity of appraisal categories and their connection with other elements. The dissertation also highlights some important pragmatic uses of graduation and engagement.
Secondary keywords:	jezik vrednotenj;reklamni oglasi;Velika Britanija;semantično-diskurzni vir;odnos;stopnjevanje;vključenost;družbeni učinek;disertacije;
Type (COBISS):	Dissertation
Thesis comment:	Univ. v Mariboru, Filozofska fak., Oddelek za anglistiko in amerikanistiko
Pages:	290 str.
ID:	9165125