Pragmatigs of Advertising Discourse in the German-Speaking Environment
Bibliographic Data
| ID | 22172111 |
|---|---|
| Authors | Daria BERBENETS (0009-0005-3240-6018, V. N. Karazin Kharkiv National University, corresponding author) |
| Year | 2023 |
| Issue | 8 |
| Pages | 31-40 |
| Publication date | 2023-12-28 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Accents and Paradoxes of Modern Philology (JOURNAL) |
| Journal identifiers | ISSN: 2521-6481 • E-ISSN: 2521-6481 |
| Publisher | V. N. Karazin Kharkiv National University (PUBLISHER) |
| DOI | 10.26565/2521-6481-2023-8-02 |
| OpenAlex | W4399587688 |
| Language | EN |
| References cited | 8 |
The article explores the rapid development of linguistic pragmatics in the 20th and 21st centuries, highlighting the formation of sub-disciplines such as discourse analysis, historical pragmatics, cognitive pragmatics, gender pragmatics, and others. Special attention is given to multimodal linguistic pragmatics, which demonstrates high potential for integration. The study analyzes metacommunication in advertising texts as multimodal formations, focusing on the German-language advertising discourse. The term "metapragmatics" is used to describe the discipline that studies means of managing linguistic interaction, particularly metacommunicative expressions. The article is dedicated to the pragmatics of advertising discourse in the German-speaking environment. The research identifies the properties of metacommunicative expressions and their role in a multimodal context. The analysis is based on 159 printed advertising texts from 1995 to 2023, employing strategic discourse, multimodality, and implicature analysis. The study's conclusions indicate the possibility of integrating metapragmatics with multimodal pragmatics in advertising discourse. Metacommunicative expressions in advertising are multimodal, utilizing various sensory and communicative modes to express meanings. Advertising texts demonstrate various types of metacommunicative expressions incorporated into different parts of the text. The article makes a significant contribution to the development of linguistic pragmatics, especially in the processes of integrating sub-disciplines such as metapragmatics, discursive, and multimodal pragmatics. The research opens new perspectives for analyzing metacommunication in different types of discourse and underscores the importance of comprehensive studies for understanding complex semiotic systems
Advertising · Business · German · Linguistics · Discourse Analysis in Language Studies · Linguistic research and analysis · Linguistics, Language Diversity, and Identity · Philosophy
| Highly cited | No |
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