Tkachuk-Miroshnychenko O. Implication in the Advertising Discourse (based on Commercial English Advertising).

Українська версія

Thesis for the degree of Candidate of Sciences (CSc)

State registration number

0402U000397

Thesis Registration Form

0402U000397.pdf

Applicant for

Specialization

  • 10.02.04 - Германські мови

30-01-2002

Specialized Academic Board

Д 26.001.11

Taras Shevchenko National University of Kyiv

Essay

The thesis focuses on the problem of implication in the discourse of commercial English advertising. In this study under implication is understood a special way of expressing information that does not receive direct verbalization and is indicated by explicit verbal and nonverbal elements - markers. The explication of implicit information is achieved through additional mental operations. Evaluations and associations in the advertising discourse fall under the category of implicit information. The investigation has proved that implication is a distinguishing feature of the advertising discourse, tracked on the discourse, lexical, grammatical and nonverbal levels. The presence of implication is conditioned by the type of discourse, its parameters, aims and tasks of its sender. The status of implication in the advertising discourse is explained by its contradictory nature. On the one hand, implication complicates and hinders the processing and decoding of information, requires additional mental efforts of addressee, and, on the other hand, encourages addressee to take a more active part in the communication. Among the factors which stipulate implication in the advertising discourse are the principle of language economy, originality and expressiveness of language forms, tendency towards colloquialization of the advertising language, strengthening of illocutionary force. It has been shown that explicit presentation of information tends to be obtrusive whereas implicit way foresees drawing the addressee into more intensive decoding of information, increases attractiveness of advertising and its effects on the addressee. The structure of the cognitive model of the advertising discourse consists of motives and inducements and can be explicit or implicit. The implication of the inducement helps sender to avoid being categorical. The discourse of advertising is characterized by complex intentions. The indication of implication is realized by different types of discourse, lexical, grammatical and nonverbal markers. Th e decisive role in explication of implicit information belongs to the cognitive meaning of the advertising discourse. The implicit information, which is marked by explicit verbal and nonverbal means is part of the cognitive model, evaluation component, pragmatic meaning of text and word. The representation of the cognitive model can be complete or partial, which depends on the explicit or implicit rendering of its parts. The investigation has proved that it is partial representation of the cognitive model that dominates in the discourse of commercial English advertising.

Read more

Files

image001.tif

image002.tif

image003.tif

image004.tif

image005.tif

image006.tif

image007.tif

image008.tif

image009.tif

image010.tif

image011.tif

image012.tif

image013.tif

image014.tif

image015.tif

image016.tif

image017.tif

image018.tif

image019.tif

image020.tif

image021.tif

image022.tif

image023.tif

image024.tif

image025.tif

image026.tif

image027.tif

image028.tif

image029.tif

image030.tif

image031.tif

image032.tif

image033.tif

image034.tif

image035.tif

image036.tif

image037.tif

image038.tif

image039.tif

image040.tif

image041.tif

image042.tif

image043.tif

image044.tif

image045.tif

image046.tif

image047.tif

image048.tif

image049.tif

image050.tif

image051.tif

image052.tif

image053.tif

image054.tif

image055.tif

image056.tif

image057.tif

image058.tif

image059.tif

image060.tif

image061.tif

image062.tif

image063.tif

image064.tif

image065.tif

image066.tif

image067.tif

image068.tif

image069.tif

image070.tif

image071.tif

image072.tif

image073.tif

image074.tif

image075.tif

image076.tif

image077.tif

image078.tif

image079.tif

image080.tif

image081.tif

image082.tif

image083.tif

image084.tif

image085.tif

image086.tif

image087.tif

image088.tif

image089.tif

image090.tif

image091.tif

image092.tif

image093.tif

image094.tif

image095.tif

image096.tif

image097.tif

image098.tif

image099.tif

image100.tif

image101.tif

image102.tif

image103.tif

image104.tif

image105.tif

image106.tif

image107.tif

image108.tif

image109.tif

image110.tif

image111.tif

image112.tif

image113.tif

image114.tif

image115.tif

image116.tif

image117.tif

image118.tif

image119.tif

image120.tif

image121.tif

image122.tif

image123.tif

image124.tif

image125.tif

image126.tif

image127.tif

image128.tif

image129.tif

image130.tif

image131.tif

image132.tif

image133.tif

image134.tif

image135.tif

image136.tif

image137.tif

image138.tif

image139.tif

image140.tif

image141.tif

image142.tif

image143.tif

image144.tif

image145.tif

image146.tif

image147.tif

image148.tif

image149.tif

image150.tif

image151.tif

image152.tif

image153.tif

image154.tif

image155.tif

image156.tif

image157.tif

image158.tif

image159.tif

image160.tif

image161.tif

image162.tif

image163.tif

image164.tif

image165.tif

image166.tif

image167.tif

image168.tif

image169.tif

image170.tif

image171.tif

image172.tif

image173.tif

image174.tif

image175.tif

image176.tif

image177.tif

image178.tif

image179.tif

image180.tif

image181.tif

image182.tif

image183.tif

image184.tif

image185.tif

image186.tif

image187.tif

image188.tif

image189.tif

image190.tif

image191.tif

image192.tif

image193.tif

image194.tif

image195.tif

image196.tif

image197.tif

image198.tif

image199.tif

image200.tif

image201.tif

image202.tif

image203.tif

image204.jpg

image205.jpg

image206.jpg

image207.jpg

image208.jpg

image209.jpg

image210.jpg

image211.jpg

image212.jpg

image213.jpg

image214.jpg

image215.jpg

image216.jpg

Similar theses

0524U000081

Oksana D. Melnychuk

Cognitive schematization of nonverbal experience in English fictional discourse

0523U100154

Eldar O. Veremchuk

Objectification of ethical categories in the English language: linguo-cognitive and synergetic parameters

0522U100058

Ihina Zoya Oleksandrivna

The English Gothic Narrative: Topoi and Their Verbalisation.

0522U100006

Lazebna Nataliia Valeriivna

Linguistic semiotics of English-language digital discourse

0522U100007

Gordiienko Olena Viacheslavivna

Terminological Lexicography in the Formation of the Global Scientific Area of Medicine (based on English Medical Dictionaries)