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REGULATORY EVIDENTIALITY IN THE SPACE OF ADVERTISING MEDIA DISCOURSE

Linguistic Theory. Cross-cultural Communication Theory , UDC: 81’366.5’42:070 DOI: 10.25688/2076-913X.2023.50.2.12

Authors

  • Kozlovsky Dmitry V. PhD (Philology)

Annotation

This article examines the representation of the modus category of evidentiality in advertising media discourse. The study proves relevant due to the importance of identifying and describing the evidential semantics formed by the author in the process of transmitting information within the evidential context, as well as by the lack of findings comprised in terms of evidentiality in this perspective. The aim of the study is to define the role of regulative evidentiality in actualizing the intentional dominant of the mass media advertising discourse. The objectives of the study include: description of the axiological and logical subspecies of regulative evidentiality; revealing the features of these evidentiality subspecies functioning within discourse. The material of the study comprises 1000 evidential contexts obtained by continuous sampling method from the electronic version of the The New York Times magazine. The course of the study implied a linguistic and synergetic analysis of the modus category «evidentiality», which contributed to identifying the extra polymodal semantics in addition to the principal meaning of evidentiality associated with marking the source of information about the event. The results of the study represent that the semantics of regulative evidentiality coincides with the polymodal semantics inherent to advertising media discourse. This allows to state that regulative evidentiality represents the intentional dominant of the advertising media discourse associated with the implementation of an information-influencing strategy, within which the author seeks to inform the addressee about the product or service, forms a certain impression in the consumer, and also fixes the perception of the received information with the help of expressive, emotional and logical means. At the same time, the predominance of the axiological subtype of evidentiality (51,3 % of examples) over the logical one (48,7 % of examples) is associated with a more explicit semantics of axiological evidentiality, as well as the predominant representation of the meanings of this subtype at the nodal points of deployment of the evidential context.
Tags:
Author , evidentiality , intentional dominant , linguistic synergy. , Media discourse , subject

How to link insert

Kozlovsky, D. V. (2023). REGULATORY EVIDENTIALITY IN THE SPACE OF ADVERTISING MEDIA DISCOURSE Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 2023, №2 (50), 141. https://doi.org/10.25688/2076-913X.2023.50.2.12
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