OXYMORAL

 

 

 

The article in Philological Class (2024, Vol. 29, No. 4, pp. 101-113) discusses the issue of pragmalinguistic aspects of the roles of communication participants in advertising discourse on the material of Slovak commercial advertising. The authors consider the functioning of various types of illocutionary acts of advertising discourse with attention paid to the implementation of roles of communication participants in commercial advertising. The study focuses on advertisements published in periodicals, audiovisual advertisements; rural advertisements (billboards, advertising in public transport) and some other genres are partially included in the analysis. The first part (Introduction), summerizes some ideas about the importance of analyzing printed or electronic advertising discourse from a pragmalinguistic point of view. It also outlines the main issues investigated in the article. The second part presents the characteristics of the communicative sphere of commercial advertising. The third part focuses on the social and communicative roles of the participants of commercial advertising communication. The fourth part presents some types of contacts between the communicants in advertising. The fifth part discusses the specificity of the advertisement perception. The sixth part focuses on the presentation of the communicative functions of the utterance. The article concludes with a brief summary of the problems studied, as well as a description of some trends in the development of possible research in the field of modern advertising.

 

The article was funded by the EU NextGenerationEU through the Recovery and Resilience Plan for Slovakia under the project No. 09I03-03-V04-00670 Inverted Morality: Reversed Semantics in Old Church Slavonic Moral Words (OXYMORAL).