SPEECH ACT STRUCTURE OF FRENCH SOCIAL ADVERTISEMENTS
Journal Title: Наукові записки Національного університету "Острозька академія" Серія "Філологія" - Year 2016, Vol 63, Issue 63
Abstract
This article is devoted to the speech act analysis of French social advertising. The article defines the notion of speech act, describes its structure and typology and presents examples of different types of speech acts, the most characteristic for the contemporary French social advertising discourse. Speech acts are analyzed in order of freuency of their use in French social advertisements. Regarding the communicative structure of social advertising, it should be noted that the socio-advertising message is a complex communicative act, where assertive acts are used in combination with other types of speech acts, often together with the directives. In such cases, the assertive act usually states a fact or issue and the directive act appeals to perform certain actions or take measures to solve the problem. The analysed examples of French public advertising also showed that under the guise of assertive speech acts are often hidden motivations or indirect orders, which are presented as discourse implicatures. These implicatures are closely related to the stylistic values of linguistic units, as well as encyclopaedic, cultural and social competencies of the speakers.
Authors and Affiliations
А. О. Чернова
Keywords
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