The rhetorics of fictive interaction in advertising: The case for imagined direct speech in argumentation

The rhetorics of fictive interaction in advertising: The case for imagined direct speech in... AbstractThe paper examines imagined dialogue, aka fictive (verbal) interaction, in the strategically motivated discourse of advertising campaigns, i. e., discourse designed for the specific purpose of promoting a particular agenda or commercial product. The paper furthermore explores the grammatical aspect of the examined direct-speech metonymies. Though excluded so far from the grammars of Germanic languages, embedded utterances may in fact function as heads or modifiers in syntactic phrases and as sentence functions (e. g., direct object, verb). The overall aim of this paper is to demonstrate how embedded utterances function linguistically as well as rhetorically in the discourse of marketing – a particularly high-stakes genre of professional communication – and to stipulate hypotheses concerning strategic motivations for this employment of non-quotational direct speech. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Cognitive Semiotics de Gruyter

The rhetorics of fictive interaction in advertising: The case for imagined direct speech in argumentation

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Publisher
De Gruyter
Copyright
©2016 by De Gruyter Mouton
ISSN
2235-2066
eISSN
2235-2066
D.O.I.
10.1515/cogsem-2016-0006
Publisher site
See Article on Publisher Site

Abstract

AbstractThe paper examines imagined dialogue, aka fictive (verbal) interaction, in the strategically motivated discourse of advertising campaigns, i. e., discourse designed for the specific purpose of promoting a particular agenda or commercial product. The paper furthermore explores the grammatical aspect of the examined direct-speech metonymies. Though excluded so far from the grammars of Germanic languages, embedded utterances may in fact function as heads or modifiers in syntactic phrases and as sentence functions (e. g., direct object, verb). The overall aim of this paper is to demonstrate how embedded utterances function linguistically as well as rhetorically in the discourse of marketing – a particularly high-stakes genre of professional communication – and to stipulate hypotheses concerning strategic motivations for this employment of non-quotational direct speech.

Journal

Cognitive Semioticsde Gruyter

Published: Mar 26, 2018

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