REPRESENTATIONAL STRUCTURES IN ADVERTISING INFLUENCE REALIZATION
Advertising influence is seen as manifestation of discourse social power, which is realized in different linguistically encoded forms of mental control over the target audience. It is analyzed in terms of representational structures – text worlds (mental representations) created in advertising discourse to establish relations between participants of communication. PRODUCER, PRODUCT and ADDRESSEE are the core elements in the structure of text worlds created in separate communicative acts. Text world is considered a generic term encompassing the notion of basic text world and sub-worlds, which are either participant-accessible or character-accessible. Sub-worlds projected in British advertising discourse are stated to differ depending upon the pragmatic perspective. The former have the effect of providing greater significance to the rational element of promoting the product, while the latter focus on entertaining aspects of advertising often associated with fiction.
Keywords: representational structures, discourse, text world, initial text world, sub-worlds, advertising influence
References:
1. Kubryakova E. S. Yazyk i znaniye: na puti polucheniya znaniy o yazyke: Chasti rechi s kognitivnoy tochki zreniya. Rol’ yazyka v poznanii mira [Language and knowledge: On the way of getting knowledge about the world: Parts of speech from a cognitive point of view. The role of language in the perception of the world]. Moscow, Yazyki slavyanskoy kul’tury Publ., 2004. 560 p. (in Russian).
2. Demyankov V. Z. Kognitivizm, kognitsya, yazyk i lingvisticheskyaya teoriya [Cognitive science, cognition, language and the linguistic theory]. Yazyk i struktury predstavleniya znaniy [The language and structure of knowledge representation]. Moscow, 1992. Pp. 39−77 (in Russian).
3. Stepanov Yu. S. Alternativniy mir, diskurs, fact i printsip prichinnosty [Alternative world, discourse, fact and the principle of causality]. Yazyk y nauka kontsa 20 veka [Language and science of the late 20th century: collection of articles]. Moscow, 1995. Pp. 35−73 (in Russian).
4. Kubryakova E. S., Demyankov V. Z. K probleme mental’nykh representatsiy [To the problem of mental representations]. Voprosy kognitivnoy lingvistiki – Issues of cognitive linguistics, 2007, no. 4, pp. 8−16 (in Russian).
5. Manaenko G. N. Znacheniya “mira teksta” kak osnova “mira diskursa” [The meaning of text world as basis of discourse world]. Vestnik Nizhegorodskogo universiteta im. N. I. Lobachevskogo – Vestnik of Lobachevsky University of Nizhni Novgorod, 2010, no. 4 (2), pp. 618−620 (in Russian).
6. Stepanov Yu. S. Prostranstvo i miry – noviy, “voobrazhayemiy”, “mental’niy” i prochiye [Space and worlds – new, imaginary, mental and others]. Philosophiya yazyka: v granitsakh i vne granits. Mezhdunarodnaya seriya monografi y [The philosophy of language: in and outside the borders. International series of monographs]. Kharkov, 1994. Vol. 2. Pp. 3−18 (in Russian).
7. Yezhova E. N. Mediareklamnyaya kartina mira: struktura, semiotika, kanaly translyatsii. Avtoref. dis. doct. fi lol. nauk [Media advertising world view: structure, semiotics, channels. Abstract of thesis of doct. of philol. sci.]. Stavropol, 2010 (in Russian).
8. Emmer Yu. A. Miromodelirovaniye v sovremennom pesennom fol’klore: kognitivno-diskursivniy analyz. Avtoref. dis. dokt. fi lol. nauk [World modelling in modern folklore: cognitive-discursive analysis. Abstract of thesis doct. phlol. sci.]. Tomsk, 2011 (in Russian).
9. Oostendorp H. van, Goldman S. (eds.) The Construction of Mental Representations During Reading. Lawrence Erlbaum Associates, Mahway, NJ, 1999. 390 p.
10. Van Dijk T. A., Kintsch W. Strategies of discourse comprehension. Chap. 6. Macrostrategies. New York, Academic Press, 1983. Pp. 189−206.
11. Werth P. Text Worlds: Representing Conceptual Space in Discourse. London, Longman, 1999. 390 p.
12. Xin Zh. Review: Text World Theory: An Introduction. Discourse and Society, 2009, no. 20 (2), pp. 287−289.
13. Hidalgo Downing, L. Negation, Text Worlds, and Discourse: the Pragmatics of Fiction. Stamford, CA, Ablex Publishing Corporation, 2000. 225 p.
14. Shmelev A. D. Russkiy yazyk i vneyazykovaya deystvitel’nost [The Russian Language and Extra linguistic Reality]. Moscow, 2002. 496 p. (in Russian).
15. Babushkin A. P. “Vozmozhniye miry” v semanticheskom prostranstve yazyka [“Possible worlds” in the semantic space of language]. Voronezh, 2001. 86 p. (in Russian).
16. Nikitin M. V. Kurs lingvisticheskoy semantiki: ucheb. posobiye [The Course of Lingustic Semantics: tutorial]. St. Petersburg, 2007. 819 p. (in Russian).
17. Teoriya funktsional’noy grammatiki. Temporal’nost. Modal’nost [The Theory of Functional Grammar. Temporality. Modality]. Moscow, Nauka Publ., 1990. 264 p. (in Russian).
( 433.14 kB ) 
( 426.71 kB )
Issue: 3, 2016
Series of issue: Issue 3
Rubric: ACTUAL PROBLEMS OF COGNITIVE-DISCURSIVE LINGUISTICS
Pages: 42 — 47
Downloads: 346