The discourse of advertizing: peculiarities

Abstract

The article concerns the characteristics of communication that can differ in different types of discourse. Some features are called prototypical and were mentioned among others in Gricean principles (sincerety, intention to inform and to be informed etc.). But are they really of such importance for everyday communication? The attention of the author is focused on peculiarities of advertizing? Most of them had been revealed by special researches. The most important of these features are the following: little importance of informative function, that is overcome by manipulation (perlocutive function), absence of interest to messages demonstrated by addressees, disbelief (total or partial) to the content, regarding communication as a game and some others. These phenomena are often regarded as specifics of the discourse of advertizing or mass communication. But the attention to these features while analyzing other types communication including interpersonal, helped to find them nearly everywhere though not to such extent as in advertizing. Namely such types of communication as interpersonal talk ‘adult — child’, ‘boss — hired person’ demonstrated the absence of interest, feedback and some others. The features mentioned above were also found in such types of discourse as political (some types of speeches), religious discourse (homiletics) and some others. Some examples of manipulation in interpersonal communication are analyzed. It is shown in this article, that these features can be met in other types of communication though not so evidently. So the advertizing discourse is used to reveal more keenly the principles of communication per se.