Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
carriedbythewordscontrasted,aswellasduetothepossibilityofofering
evaluativejudgements(Stwora,2017).
Themostimportantpartoftheverbalmessagetransmittedinanadisthe
headlineortheslogan,whichisusuallythebiggestinsize.WorksbyRees
(1982),Grunig(1991),andBralczyk(2000)showtheuseandarchitecture
ofslogansindetail,providingthewholepictureofidiosyncraticfeatures
typicaloftheseshortphrasesusedinadvertising.AccordingtoBralczyk
(2000),itisinthesloganwheretheverbalpersuasiveploysarecentred,for
theuniquecombinationofwordsthereinincludedisoftentheonlyelement
apersonpaysattentionto.Inthislight,conciseness,attractiveness,andthe
capabilityofproducingamnemonicefectarecrucialfeaturesofaslogan
(Lim&Loi,2015)becausemostpeoplewilljusttakeaswiftglanceatthe
biglettersatthetop,frequentlydisregardingothertextualelements.
Thesameholdstruefortheheadlineandcatchphrase,whichfunction
asthead’stitleanditsleading“signature”expression,respectively.“These
majorlinguisticstimuli,thatis,slogans,headlines,andcatchphrases,owe
theirpowernotsomuchtotheircontent,butrathertothemeansused,
whichlikensthemtomagicformulasorspells,repeatedoverandoveragain”
(Bralczyk,2000,p.7,trans.A.S.).Theconceptsandpiecesofinformation
theycarryarefurtherelaboratedoninthemainbodyoftheadknownas
bodycopy,whosechiefpurposeistodescribetheproductpromotedand
convincetheprospecttoconsiderpurchasinggoodsorservicesonoferby
meansofapersuasivecalltoaction(Leech,1966).
Another,yetmuchshortertextualformfoundinadvertisingdiscourse
comeswiththecaptionandtagline;theformeris“asentenceorshort
pieceofcopythatexplainswhatyouarelookingatinaphotoorillus-
tration”(Wells,Moriarty,&Burnett,2006,p.296),whereasthelatteris
“ashortphrasethatwrapsupthekeyideaorcreativeconceptthatusually
appearsattheendofthebodycopy.Itoftenrefersbacktotheheadline
oropeningphrase”(Wells,Moriarty,&Burnett,2006,p.296),thuscon-
ducingtoaframingdevicethatmayenhancethemessage.Insum,various
lexicalstructuresmentionedaboveareresponsibleforthecreationofthe
overallpersuasivecontextinwhichbrandnamesarejoinedwithspecific
contextualsituationsandensuingemotionalstatescommunicatedinanad
(Bralczyk,2000).
Tothependinglistoflinguisticcharacteristicstypicalofads,itis
imperativetoaddthesepertainingtothegrammaticallevel,realised,
amongothers,throughstructuralsimplicity,ellipsis,imperatives,and
superlatives(Lazović,2014).Theadvertisingsyntax(Leech,1966)itself
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