Prepričevalni mehanizem enoglasnih izjav v reklamnih oglasih

Avtorji

  • Agata Križan Univerza v Mariboru, Filozofska fakulteta

DOI:

https://doi.org/10.4312/ars.14.1.171-185

Ključne besede:

reklamni oglasi, enoglasne izjave, jezik vrednotenja, prepričevanje, medosebno

Povzetek

Bakhtin (1981, 427) golih trditev nima za preprosto nevtralne ali dejstvene, pač pa za »nedialogizirane« ali »enoglasne« in kot takšne še vedno neosvobojene subjektivne prisotnosti govorca (Thibault, 1997, 53). Na podlagi tega so v teoriji jezika vrednotenja enoglasne in mnogoglasne izjave opredeljene kot dve diskurzni medosebni izbiri, ki pokažeta odsotnost ali prisotnost drugih glasov znotraj kategorije vključenosti (Martin, White, 2005). Čeprav enoglasne izjave v reklamnih oglasih očitno zmanjšajo svojo medosebno in subjektivno vrednost skozi nedialogiziran položaj zaradi odsotnosti elementov vključenosti, je ta vrednost kljub temu pogosto povečana zaradi visoke ocenjevalne narave reklamnih oglasov, ki je pogosto prežeta z ideologijo. Članek prepozna vrste enoglasnih izjav in razišče njihov ocenjevalni naboj v reklamnih oglasih, ki lahko znatno prispeva k vsesplošni prepričevalni retoriki reklamnih oglasov znotraj sistema vrednotenja (Martin, White, 2005).

Prenosi

Podatki o prenosih še niso na voljo.

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*****

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Objavljeno

23. 06. 2020

Kako citirati

Križan, A. (2020). Prepričevalni mehanizem enoglasnih izjav v reklamnih oglasih. Ars & Humanitas, 14(1), 171-185. https://doi.org/10.4312/ars.14.1.171-185