Linguistic aspect of the category of politeness in advertising discourse
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Дата
2022
Науковий керівник
Назва журналу
Номер ISSN
Назва тому
Видавець
КПІ ім. Ігоря Сікорського
Анотація
The paper highlights the correlation between the concepts of etiquette and politeness in terms of
advertising discourse. It is stated modern research on language and speech is becoming more and more
interdisciplinary, focusing on functioning the language in various social and cultural contexts.
Differentiation of the concepts of etiquette, politeness and etiquetization is considered. Etiquette is the
broadest concept that can be defined as the objectification of existing norms of social relations in society.
Politeness as a complex sociocultural phenomenon, contributing to the success of communication, is one
of the means of expression of etiquette. Etiquetization is a principle of speech politeness, which is
designed to facilitate the flow of communication and achieve the goals of the addressee. The category of
etiquette in advertising discourse is realized through the category of etiquetization on the basis of the
main features of speech politeness: care for the recipient (facilitating the perception of information by the
recipient) and modulation of categorical and non-categorical nomination with predominance of noncategorical (based on objectivity, impartiality and persuasiveness). The main means of politeness include
caring for the addressee (facilitating the recipient’s perception of information) and modulating the
categorical and non-categorical nomination with a predominance of non-categorical (based on objectivity,
impartiality and motivation) to convince the addressee of that or another statement. Politeness as a
manifestation of the purposefulness of language behavior is mostly considered on the basis of rhetorical
pragmatics, determining the speaker’s illocutionary goals (which speech acts are conveyed through
utterances) and their social goals (speaker status depending on his courtesy, truthfulness, and irony) as
well as distinguishing between interpersonal rhetoric and textual rhetoric, each consisting of a set of
maxims.
Опис
Ключові слова
advertising discourse, etiquette, etiquetization, politeness, rhetorical pragmatics, рекламний дискурс, етикет, етикетизація, ввічливість, риторична прагматика
Бібліографічний опис
Beskletna, O. Linguistic aspect of the category of politeness in advertising discourse / Olga Beskletna, Olena Shepelieva, Olena Mukhanova // Advanced Linguistics. – 2022. – № 9. – Pр. 5-12.