Television Advertising and Televangelism: Discourse Analysis by Rosemarie Schmidt, Joseph F. Kess

By Rosemarie Schmidt, Joseph F. Kess

The examine stated during this quantity makes an attempt to refine our knowing of persuasive messages of tv advertisements by means of learning the function of language in persuasion in methods. First, it contains an try and refine our figuring out of the way language may functionality in persuasion through reading correct paintings from numerous comparable disciplines, most likely germane both by way of their theoretical methods to the method or when it comes to the particular linguistic recommendations which they've got instructed as bettering the persuasive impression of a message. moment, a comparative examine used to be undertaken for you to try the generalizability of the linguistic positive aspects discovered to signify persuasive language in tv ads.

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When coupled with agent deletion, this impression is made even stronger and can be employed to allow the inferring of a fact which can be potentially misleading. Compare, for example, the different impres­ sions created in the following sentence, depending on the presence or absence of the portion enclosed in brackets: The defendant was judged to be innocent (by his mother). Similarly, the use of the experiencer deletion transformation can serve to omit what might be important information to the hearer by not specifying who it is making the judgment implicit in verbs such as seem, be obvious, and stand to reason all of which may undergo this 28 TELEVISION ADVERTISING AND TELEVANGELISM transformation (Bolinger 1980), Also of interest in this regard is the use of modal auxiliaries such as will, can, and might, modal adverbials such as conceivably, and sentence adverbs such as unfortunately and rightly.

1979). Thus, in this particular literature, linguistic structures are examined from a functional perspective, in terms of the additional informa­ tion which they may carry or the information which they permit the speaker to obscure. For example, adjectives have been identified as particularly amenable THE LANGUAGE OF PERSUASION 27 to the conveying of impressions which supplement that which is overtly stated (Bolinger 1980; Fowler and Kress 1979). First, as is the case with many lexical items, adjectives tend to be evaluatively scaled as positive or negative, as in new as opposed to old.

In Geis' analysis, conventional implicatures also include logical entailment relations, since they have in common the fact that, if the entailed or implied proposition of a sentence is cancelled, the result is a semantically anomalous sentence. For example, consider and then contrast the following sentences which show the result of cancelling the implied and entailed propositions. Who ate the cantaloupe? *Iknow that no one ate the cantaloupe, but who ate the cantaloupe? John read a book and Mary went home.

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