Facultatea de Litere / Faculty of Letters

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Subject: search.filters.subject.advertising discourse

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    COMMUNICATIVE STRATEGIES AND TECHNIQUES OF PERSUASION IN ADVERTISING ECOLOGICAL DISCOURSE
    (Editura USM, 2024) Motreniuc, Diana
    This article explores the role of persuasive strategies in advertising within the context of advertising ecological discourse. Advertising has been a powerful tool in shaping consumer behaviors and attitudes towards ecological products and sustainable practices. This article delves into the linguistic techniques and pragmatic strategies employed by advertisers to persuade consumers to embrace eco-friendly products and practices. By analyzing ecological advertisements through the lens of linguistics and semio-pragmatics, we aim to uncover the linguistic mechanisms that drive persuasive messages in the context of environmental consciousness. A detailed description of this type of discourse is provided based on specific criteria, along with the results of an analysis of how speech impact is realized advertising slogans.
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    L’IMPLICITE COMME STRATÉGIE DISCURSIVE DANS LE DISCOURS PUBLICITAIRE
    (Editura USM, 2023) Grădinaru, Angela
    This article is dedicated to the study of the implicit as a discursive strategy in advertising discourse. Special attention is granted to functioning mechanisms of the implicit in the context of discursive interaction. An act of language is not always explicit and the intention underlying it is not always accessible, its meaning being always dependant on extra-linguistic factors (context, knowledge and interests of the interlocutors). Today what is said becomes less important than how it is said. What is not stated directly (the implicit contents) represents a major aspect of the communicational process sometimes able to state more and produce a stronger effect than an explicit message. The implicit phrase does not make the speaker liable directly for what s/he stated. Nowadays, in the advertising discourse, we are witnesses to a real art of manipulating the implicit based on innuendoes about the quality of the product which, in the event of a lack of proofs can be denied (I did not say that). At the same time, the implicit is inside and outside language, expressed or not. The speaker resorts to the implicit when, in the current communicative practices, there is not enough evidence to prove what is wanted to be said, when one hesitates to make direct remarks for which the speaker could be held liable. Innuendoes, allusions, the polyphonic dimension of messages are practiced in the advertising discourse. The implied contents can be classified into presupposed and understood. The direct correspondence: signified – signifier is almost always an illusion because the elements of an arbitrary system of conventions cannot provide an infinity of extra-linguistic circumstances through one-to-one equivalence.
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    PROCEDEE ȘI STRATEGII LINGVISTICE DE CREATIVITATE ÎN DISCURSUL PUBLICITAR
    (CEP USM, 2019) Veste, Lucia
    Odată cu dezvoltarea noilor tehnologii și cu progresarea în toate domeniile, strategiile de promovare a noilor produse au evoluat și ele considerabil. Astăzi, scopul primar al discursului publicitar rămâne a fi cel de influențare și manipulare. Totuși,procedeele și strategiile lingvistice actualizându-l au progresat de la informarea propriu-zisă (funcția informa-tivă) spre funcția creativă a publicității. Creativitatea discursului publicitar poate fi de ordin lexical sau sintactic. În cazul creativității lexicale, creativitatea este determinată de următoarele procedee și strategii lingvistice: refuncționalizare, recategorizare lexicală, nominalizare, grafisme, derivare, creativitatea imperativului lexical, compunere, modificări ortografice prin suprapunere, deraierelexicală, hapax legamenon etc. Creativitatea sintactică este actualizată prin: construcții hibride, omiterea verbelor etc.În acest sens, vom analiza și exemplifica, în continuare,fiecare caz,menționat supra,de creativitate lexicală și creativitate sintactică, în baza discursului publicitar.