Televizijos reklamos teigia ar ragina?
Vilniaus universitetas |
| Date |
|---|
2014 |
Atliktas tyrimas parodė, kad televizijos reklamos tekstuose vyrauja reprezentatyvai, o jų grupėje – teigimo mikroaktai. Šie mikroaktai reiškiami teigimą, tvirtinimą, sakymą, kalbėjimo veiksmų atlikimą perteikiančiais pasakymais. Nors raginimas yra vyraujantis direktyvų grupėje, tačiau pačių direktyvų televizijos reklamose yra net tris kartus mažiau nei reprezentatyvų. Gauti rezultatai rodo, kad televizijos reklama manipuliavimui adresatu pasirenka netiesiogines, implikuotas poveikio formas.
Nature of TV commercials is to tempt addressee to do any action, which will determine the main goal of TV commercials – to sell items or services. Influence could be done by means, which are typical for particular sort of advertising. But the text is relevant for many sorts of them. The text conveys different communicative intentions. Usually it‘s supposed that TV commercials forces, prompts, stimulates to buy some items (services). Speech acts theory of pragmatic linguistics helps to ascertain, is it truly, do TV commercials have especially that intention. It helps to classify speech acts which are implying by utterances of texts of TV commercials and to rate dominant type of speech acts, which will show the main communicative function of TV commercials. The object of research – TV commercials, the goal of the article – to ascertain what communicative intention – assert or encourage – is more actual for texts of TV commercials. The research revealed that representatives are dominant in TV commercials and assertion’s micro acts prevail over other micro acts of this group. Utterances of assertion signify assert, affirm, fill acts of speaking. Though encouragement dominants in group of directives, but they are even three times rarer then representatives in TV commercials. The results reveal TV commercials choose indirect, implicated forms of influence on manipulation of addressee.