Polycode expressive means in English advertising discourse
DOI: 10.23951/1609-624X-2023-3-67-75
The article describes the English advertising discourse for women, the texts of which were present in the 30-s and 40-s of the twentieth century. The purpose of the study is to analyze the arsenal of expressive linguistic means, both verbal and paralinguistic, to influence the female readership in order to enhance the pragmatic effect of the texts about the advertised product. The material of the study are texts of British and American magazines for women, presented on the websites of archival publications (vintageadbrowser.com, etc.), using the methods of linguistic description, classification, linguistic-stylistic and contextual analysis and translation. The analysis of expressive means in the English discourse of advertising texts for women made it possible to assume that advertising texts of this chronological period are polycode messages containing various means of verbal and non-verbal, paragraphemic expressions, such as various rhetorical devices (epithets, euphemisms, puns), visual images – drawings, photography, font variation, punctuation variation, implications, etc. Obviously, for the female readership, the greatest persuasiveness of the advertising text lies in the visual effect, therefore, visualization plays a central role in the set of expressive means of advertising discourse, i.e. drawings and photographs that, through a set of appropriate implications, cause a predictable psychological effect - the conviction of the need to purchase a product. The meaning of the actual verbal component of the text is not the leading one, since the gender characteristics of this readership are due to the motive – to imitate higher standards and more successful and beautiful people, whose images are present in advertising. The polycode nature of the advertising text is a necessary condition for achieving the pragmatic function of advertising aimed at persuading the target audience, and it consists in the mandatory combination of means of various language codes: verbal (graphemic proper) and paragraphemic (punctuation, graphics, drawings) means of discourse.
Keywords: polycode, discourse, advertising, expressive means
References:
1. Ryabova M. Yu. Paragrafemnyye sredstva ekspressivnosti v angloyazychnom diskurse mody [Paragraphemic means of expressiveness in the English discourse of fashion]. Filologicheskiye nauki. Voprosy teorii i praktiki, 2021, vol. 14, no. 2, pp. 453–457 (in Russian).
2. Ryabova M. Yu., Sergeychik T. S. Paragrafemika v sovremennom mediadiskurse [Paragraphemics in modern media discourse]. Innovatsionnoye obrazovatel’noye prostranstvo: teoriya i praktika obucheniya inostrannym yazykam i russkomu yazyku kak inostrannomu v vysshey shkole. Pod redaktsiyey Ye. I. Chirkovoy [Innovative educational space: theory and practice of teaching foreign languages and Russian as a foreign language in higher education. Ed. E. I. Chirkova]. Kirov, MTSITO Publ., 2018. Pр. 154–171 (in Russian).
3. Solntseva E. S. Relevantnost’ elementov polikodovogo teksta [Relevance of elements of polycode text]. Litera, 2018, no. 1, pp. 77–84 (in Russian). URL: https://nbpublish.com/library_read_article.php?id=25194 (accessed 18 November 2022).
4. Kuzmina N. A. Sovremennyy mediatekst: uchebnoye posobiye [Modern media text: Textbook]. Omsk, OGU Publ., 2011. 414 p. (in Russian).
5. Chicherina N. V. Tipologiya mediatekstov kak osnova formirovaniya mediagramotnosti [Typology of media texts as a basis for the formation of media literacy]. Izvestiya Rossiyskogo gosudarstvennnogo pedagogicheskogo universiteta imeni A. I. Gertsena. Seriya: Obshchestvennyye i gumanitarnyye nauki, 2007, no. 9 (47), pp. 159–166 (in Russian).
6. Shipova I. A. Funktsional’naya sushchnost’ mul’tikodovosti kak mnogourovnevogo lingvisticheskogo znaka (na materiale nemetskoyazychnogo khudozhestvennogo teksta) [The functional essence of multi-code as a multi-level linguistic sign (on the material of a German literary text)]. Istoricheskaya i sotsial’no-obrazovatel’naya mysl’ – Historical and Socio-Educational Idea, 2013, no. 5 (21), pp. 1–5 (in Russian).
7. Chernyavskaya V. E. Vizual’nost’ v sotsiokul’turnoy proyektsii [Visuality in socio-cultural projection]. Problemy vizual’noy semiotiki – ΠΡΑΞΗΜΑ. Problems visual semiotics, 2021, vol. 2 (28), pp. 96–109 (in Russian).
8. Moshcheva S. V. Kreolizovannyy reklamnyy tekst [Creolized advertising text] (accessed 18 November 2022). URL: https://www.isuct.ru/e-publ/vgf/sites/ru.e-publ.vgf/files/2007/vgf-2007-02-148.pdf (in Russian).
9. Chigayev D. P. Sposoby kreolizatsii reklamnogo teksta [Methods of creolization of advertising text]. Moscow, 2010 (in Russian). URL: https://core.ac.uk/download/pdf/197419174.pdf (accessed 18 November 2022).
10. Eyger G. V., Yukht V. L. K postroyeniyu tipologii tekstov [On the construction of a typology of texts]. Lingvistika teksta: materialy nauchnoy konferentsii pri Moskovskom gosudarstvennom pedagogicheskom institute inostrannykh yazykov im. M. Toreza: v 2 chastyakh. Chast’ 1 [Linguistics of the text: materials of a scientific conference at the Moscow State Pedagogical Institute of Foreign Languages named after M. Torez: in 2 parts. Part I]. Moscow, 1974. Pр. 103–109 (in Russian).
11. Bernatskaya A. A. K probleme «kreolizatsii» teksta: istoriya i sovremennoye sostoyaniye [On the problem of “creolization” of the text: history and current state]. Rechevoye obshcheniye: Spetsializirovannyy vestnik, 2000, no. 3 (11), pp. 104–110 (in Russian).
12. Bol’shakova L. S. O soderzhanii ponyatiya «polikodovyy tekst» [On the content of the concept of “polycode text”]. Vestnik Samarskogo gosudarstvennogo universiteta – Vestnik SamGU, 2008, no. 4 (68), pp. 19–24 (in Russian).
13. Bol’shiyanova L. M. Vneshnyaya organizatsiya gazetnogo teksta polikodovogo kharaktera [External organization of a newspaper text of a polycode character]. Tipy kommunikatsii i soderzhatel’nyy aspekt yazyka [Types of communication and the content aspect of the language]. Moscow, Institut yazykoznaniya Publ., 1987. Pp. 50–56 (in Russian).
14. Sonin A. G. Eksperimental’noye issledovaniye polikodovykh tekstov: osnovnyye napravleniya [Experimental study of polycode texts: main directions]. Voprosy yazykoznaniya – Voprosy Jazykoznanija, 2005, no. 6, pp. 115–123 (in Russian).
15. Ryabova M. Yu. Glamur kak kul’turnyy kontsept i filosofiya povsednevnosti [Glamor as a cultural concept and philosophy of everyday life]. Vestnik Kemerovskogo gosudarstvennogo universiteta – Bulletin of Kemerovo State University, 2014, no. 2 (58), vol. 1, pp. 215–220 (in Russian).
16. Baranov A. N., Parshin P. B. Vozdeystvuyushchiy potentsial var’irovaniya v sfere metagrafemiki [Influencing potential of variation in the field of metagraphemics]. Problemy effektivnosti rechevoy kommunikatsii: sbornik nauchno-analiticheskikh obzorov [Problems of Effectiveness of Speech Communication: Collection of Scientific and Analytical Reviews]. Moscow, INION Publ., 1989. P. 41–115 (in Russian).
17. Tone A. Devices and Desires: A History of Contraceptives in America. N.Y.: Hill and Wang, 2002. 384 p.
( 1.12 MB ) 
( 1.11 MB )
Issue: 3, 2023
Series of issue: Issue 3
Rubric: GERMANIC LANGUAGES
Pages: 67 — 75
Downloads: 464