Narrative in Persuasive Communication (by Example of Advertising Discourse)

The article is devoted to the narrative in persuasive communication, which implies an impact on the mental sphere of the addressee, on his / her opinion and assessments in order to encourage him / her to perform certain post-communicative actions in the interests of the addressee. Advertising discou...

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Autor principal: V. A. Andreyeva
Formato: article
Lenguaje:RU
Publicado: Tsentr nauchnykh i obrazovatelnykh proektov 2018
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Acceso en línea:https://doaj.org/article/01dc3835a4aa4ea2bf821179eff2bc01
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spelling oai:doaj.org-article:01dc3835a4aa4ea2bf821179eff2bc012021-12-02T07:58:06ZNarrative in Persuasive Communication (by Example of Advertising Discourse)2225-756X2227-129510.24224/2227-1295-2018-12-9-23https://doaj.org/article/01dc3835a4aa4ea2bf821179eff2bc012018-12-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1010https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to the narrative in persuasive communication, which implies an impact on the mental sphere of the addressee, on his / her opinion and assessments in order to encourage him / her to perform certain post-communicative actions in the interests of the addressee. Advertising discourse is considered as a kind of persuasive communication. The author focuses on the narrative as a monotext phenomenon. It is noted that such a narrative is monosubject, and its content is a personal story that allows to implement a strategy of positive evaluation for the presentation of the advertised product. The thesis that the narrative as a trans-text phenomenon in advertising communication is not used, even if we are talking about an advertising campaign, which involves not one, but a series of similar advertising texts, is substantiated. It is shown that in this case the closed discourse formation combines monosubject narrative statements reproducing a single scheme. The author proves that the narrative under the conditions of persuasive communication acquires specific features that vary the narrative pro-type, and the features of generation and structure of the narrative allow it to reveal its persuasive potential in the conditions of advertising discourse.V. A. AndreyevaTsentr nauchnykh i obrazovatelnykh proektovarticletextdiscoursenarrativepersuasive communicationadvertising discoursediscourse formationSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 12, Pp 9-23 (2018)
institution DOAJ
collection DOAJ
language RU
topic text
discourse
narrative
persuasive communication
advertising discourse
discourse formation
Slavic languages. Baltic languages. Albanian languages
PG1-9665
spellingShingle text
discourse
narrative
persuasive communication
advertising discourse
discourse formation
Slavic languages. Baltic languages. Albanian languages
PG1-9665
V. A. Andreyeva
Narrative in Persuasive Communication (by Example of Advertising Discourse)
description The article is devoted to the narrative in persuasive communication, which implies an impact on the mental sphere of the addressee, on his / her opinion and assessments in order to encourage him / her to perform certain post-communicative actions in the interests of the addressee. Advertising discourse is considered as a kind of persuasive communication. The author focuses on the narrative as a monotext phenomenon. It is noted that such a narrative is monosubject, and its content is a personal story that allows to implement a strategy of positive evaluation for the presentation of the advertised product. The thesis that the narrative as a trans-text phenomenon in advertising communication is not used, even if we are talking about an advertising campaign, which involves not one, but a series of similar advertising texts, is substantiated. It is shown that in this case the closed discourse formation combines monosubject narrative statements reproducing a single scheme. The author proves that the narrative under the conditions of persuasive communication acquires specific features that vary the narrative pro-type, and the features of generation and structure of the narrative allow it to reveal its persuasive potential in the conditions of advertising discourse.
format article
author V. A. Andreyeva
author_facet V. A. Andreyeva
author_sort V. A. Andreyeva
title Narrative in Persuasive Communication (by Example of Advertising Discourse)
title_short Narrative in Persuasive Communication (by Example of Advertising Discourse)
title_full Narrative in Persuasive Communication (by Example of Advertising Discourse)
title_fullStr Narrative in Persuasive Communication (by Example of Advertising Discourse)
title_full_unstemmed Narrative in Persuasive Communication (by Example of Advertising Discourse)
title_sort narrative in persuasive communication (by example of advertising discourse)
publisher Tsentr nauchnykh i obrazovatelnykh proektov
publishDate 2018
url https://doaj.org/article/01dc3835a4aa4ea2bf821179eff2bc01
work_keys_str_mv AT vaandreyeva narrativeinpersuasivecommunicationbyexampleofadvertisingdiscourse
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