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Hypothesis and deduction in the studies of the discourse of advertising

Piotr Cap
E-mail: strus_pl@yahoo.com
University of Łódź

Jezikoslovlje_1_.03.1-2.041.Cap.pdf [ 0.27 MB - Engleski]
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Sažetak: The paper is an attempt to show that a discourse type can in itself be an analytic determinant, i.e. that it can effectively dictate methods of investigating it. This claim is illustrated by a study of the discourse of advertising, or rather, of how the discourse of advertising motivates an analyst to adopt a specific track of analysis. In the paper, the discourse of advertising is shown to possess certain properties which favor a deduction- based approach to analysis, whereby an analyst is likely to postulate about a given text’s function a priori, that is before an inquiry into particular samples of textual data takes place. This approach may lead to a number of analytic fallacies such as, for instance, underspecification of data supporting the thesis or illustration of thesis with atypical or even irrelevant data.
Ključne riječi:
discourse analysis, linguistic pragmatics, advertising, linguistic methodology, deduction, ‘top-down’ analysis, induction, ‘bottom-up’ analysis, persuasion, rhetoric,
Podaci na drugim jezicima: Hrvatski