ACADEMIC JOURNAL
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ISSN 2542-1077 (Print) ISSN 1994-5973 (Online) |
Linguistics |
Pervukhina S. V. | Rostov State Transport University |
Keywords: Advertising and medical subdiscourse discourse functions adapted text simplified text discourse strategies pragmatics |
Summary: There is a corpus of texts which can be found in the overlapping area of an advertising and medical discourses. They can form an
advertising and medical subdiscourse on the basis of the mutual basic characteristic features that are different from medical or advertising
ones. This subdiscourse is composed by interdiscourse interaction: its communication is performed in the medicine sphere,
whereas communicative intention of some agents belongs to the advertising discourse. The purpose of our research is the description
of the advertising and medical subdiscourse and revealing of its basic characteristic features. We analyzed adapted secondary and
simplified primary texts of different genres of the written speech. The article describes participants of an advertising and medical
subdiscourse, their role in communication, subdiscourse functions. It is revealed that the advertising and medical subdiscourse differs
from a medical discourse in its performative function. We studied the style of texts of this subdiscourse, and underlined its features
of communication that consist in the basic strategies: manipulation, presentation and popularization. Manipulation in the secondary
adapted texts can happen due to the text compression, and in primary texts it is carried out through the appeal to the reader’s emotional
sphere. Presentation strategy consists in the choice of the most relevant information for the addressee, and in the choice of the
most suitable type of information (creolization of the text or its parts). Popularization strategy consists in providing the specialised
information as simply as possible, so that it can be comprehensible for lay audience. As the performative purpose of an advertising
and medical subdiscourse is aimed at the goods promotion, the texts of this subdiscourse are focused on the lay audience, they are
ment to involve potential buyers and to lead them to choose these goods. Accordingly, the simplified syntactic structures are used in these texts, terms are replaced with hyperonyms or the paraphrases explaining the signification, the everyday vocabulary is used. |
Displays: 364; |