Филологические науки /Риторика и
стилистика
Айнабекова Л.И.
Региональный
социально – инновационный университет, Казахстан
Communicative aspect of social
advertisement text
All the
advertisement texts (AT) in the frame of marketing communication are divided
into two big groups: primitive – AT (terminology suggested by Wiezhbitska & Saxarniy) and descriptive – AT (term
by Guseynova).
Primitive AT possesses one part structure: it consists of
an advertisement slogan only and typically advertises products of everyday use
(food, clothes, etc.) which are of popular brands or trademarks. For example, Hugo Boss, Chanel, Swatch and others.
Descriptive
advertisement texts present the products of intellectual work (ideas,
technologies, “know how’s”, complicated electrical devices, etc.) (Гусейнова
И.А., 1999). Thus, descriptive AT possesses the
holistic structure connected by one general idea. The terms “macrostructure”
and “superstructure” help to reflect the essence of descriptive AT more
adequately.
“Macrostructure”
is understood as an organization of more global topics in the text (Дейк
Т.А., 1989. - С. 41). It reflects
the diverse and multifaceted phenomenon, and the relationship of objective
reality; macrostructure is a generalization of the objective content of the
text (Дейк
Т.А., ibid). T.van Dijk, a scholar
in the field of text linguistics and discourse analysis, in his work
“Macrostructures. An Interdisciplinary
Study of Global Structures in Discourse, Interaction, and Cognition” mentions
that “macrostructures may be organized in macro facts in which the various
semantic roles of participants in global events can be specified” (Гусейнова, 1999, ibid). Accordingly
we can outline the macrostructure of social AT: unemployment, payment of taxes, elderly people caring, single
mothers problem, gender roles, family planning, drug and alcohol abuse,
refugees, ecology, etc.
“Superstructure”
is the notion which describes the structure
of the text. Superstructure is the overall shape of the text and can be
explicated in terms of particular text categories that are specific to a given
type of text. The analysis of the structure of AT shows that the vast majority
of AT is based on the following generic
superstructure (scheme): 1) the slogan,
2) the basic information unit, and 3) the data for feedback (phone, fax,
account, address, etc.). Social
advertisement discourse is a set of particular ATs are specific for their
macrostructures devoted to social problems such as poverty, unemployment,
homelessness and etc. The data of this advert text is considered as descriptive
since it holds multielemented structure and advertises particular object –
human behavior bringing to the solution of social problem (Городникова
М.Д., 1991. - С.23).
Let’s look at the
example of such a social advertising: A
vending machine isn’t shockproof. Just
like woman (Advertising Agency: Hungry Boys/ Advertiser A. Stefanet).
This is the slogan of a social advertisement which compares a woman and
a vending machine. Once a vending machine does not work, the approaching men
began to hit it. The author of the advertisement A. Stefanet wants to draw your attention to a problem when men
permit themselves to become aggressive in public because of some trifles and we
can imagine what can happen in their homes.
It seems bizarre to
compare a woman with a machine. Until you see the behavior of some men (video:
men hitting the machine). Hitting the machine will eventually relieve the stuck
snacks that he has purchased, but their behaviors make all surrounding people
very scared.
Then the ad is continued with the following series of sentences:
Every seventh murder in our planet occurs within
families.
And in most cases it’s all men’s fault.
How hard is it to drive a man mad?
Well, not hard at all.
Lost control over a trifle?
Keep your hands to yourself and keep yourself well in hand (Advertising Agency: Hungry Boys. Advertiser A. Stefanet )
Let’s consider what communicative aim this advertisement fulfills. This example is referred to descriptive
ads. It has the structure that almost
all social ATs have. As it was mentioned before a descriptive AT’s
macrostructure is bound with some general idea: psychological support or direct
financial support for the deprived
(children in asylum, refugees, single mothers). In particular, the macrostructure of this text refers to
psychological appeal to addressee to fight against violence. The communicative intention of the text is
to motivate the addressee, to reconsider gender roles.
In order to see what superstructure this ad has, we are to determine the constituents of
this text. As our analysis of the structure of ads show, AT is based on the
generic superstructure: 1) the slogan,
2) the basic information unit, and 3) the data for feedback (phone, fax,
account, address, etc.). This, the following superstructure is specific for AT.
The first move (term by Swales): a slogan which states the problem;
The second move: the basic information
unit;
The third move: conclusion (what actions are
awaited from the addressee)
Let’s analyze each move separately. The first move which presents a
slogan “A vending machine isn’t
shockproof. Just like woman” is represented by a metaphorical comparison. The author uses a metaphor and compares the
helpless machine and the helpless women across the globe. This comparison is
supposed to have a definite influence on the addressee. The usage of stylistic
devices and especially metaphor, serves the aim of emotional impact. Firstly,
it activates knowledge structures of the recipients about the function of the
vending machine (supplying snack) and accordingly the stereotyped knowledge
about the responsibilities of women in modern society (house holding, bringing
up and educating children, looking after husband, creating comfort and etc. ).
Both of the compared subjects seem to be dealt with trifles, while men consider
themselves to combat global issues.
Secondly, putting the machine and woman in one raw, the author stressed
the idea which would seem logical to men that is a woman and a machine are the
things made for man and they have such characteristics like “waterproof”, “made
of metal” and etc. And among these major characteristics there should be
“shockproof” as well.
The second move “the basic information unit” is constructed with a set
of sentences in the form of questions and answers to these questions. This way
of presenting information is also influential. It controls the thinking process
of the addressee giving them no chance to misinterpret information. So, this
type of presenting information is manipulative and serves the aim to accept the
point of view expressed in the text:
How hard is it
to drive a man mad?
Well, not hard at all.
Lost control over a trifle?
The third move is the conclusive point where the author dictates the
action which should be followed: Keep
your hands to yourself and keep
yourself well in hand.
The advertisers draw parallels comparing a machine
with a woman, the stereotype realized
within the ad is that a woman does not need to think, to do any intellectual
work, the only due that she has to fulfill is to work under her husband’s
supervision. Thus, the following
gender stereotypes are realized within this ad: 1) men always dominate over
women; 2) the place of women in a society is already known.
Commercials are the vast source of
gender stereotyping, because they are adapted to the specific, either male
or female target, and are “the reflection of the recipient”. Women are more
often presented in commercials, because they are seen as responsible for making
everyday purchases.
Men generally advertise cars,
cigarettes, business products or investments, whereas women are shown
rather in the commercials with cosmetics
and domestic products. They are also more likely portrayed in the home
environment, unlike men, who are shown outdoors. Another important distinction
is the face-ism phenomenon in the commercials, which consists in showing
the entire figure in case of women and close-up shots in case of men.
Literature
1. Гусейнова И.А.
Дескриптивные рекламные тексты как инструмент воздействия в системе
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2. Дейк Т.А., ван. Язык.
Познание. Коммуникация. - М., 1989. - С. 41.
3. Городникова М.Д.
Когнитивное моделирование при интерпретации художественного текста //
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С.23.
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Познание. Коммуникация. - М., 1989. - С. 41.
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соч. С. 41.
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соч. С.15.
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