کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
355426 619276 2014 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Rhetorical structure and persuasive language in the subgenre of online advertisements
ترجمه فارسی عنوان
ساختار بلاغی و زبان قانع کننده در تبلیغات آنلاین فرعی
کلمات کلیدی
تبلیغات آنلاین؛ تجزیه و تحلیل حرکت بلاغی؛ زبان قانع کننده؛ نگارش فنی
موضوعات مرتبط
علوم انسانی و اجتماعی علوم انسانی و هنر زبان و زبان شناسی
چکیده انگلیسی


• Online advertisements of electronic products form a specific subgenre.
• The rhetorical structure includes both objective and persuasive moves.
• Three quarters of the advertisements studied include explicit persuasive steps.
• Persuasion is mainly conveyed by positive evaluation phrases and informal language.
• The data are used to assist non-native speakers in technical writing in English.

This paper aims to reveal the rhetorical structure and the linguistic features of persuasive language in online advertisements of electronic products. Nowadays, the bulk of e-commerce is carried out in English, and it is often the case that non-native speakers are required to write different text types for various professional purposes, including promotional texts. This need has prompted the present study and the results have been used to build software to help native speakers of Spanish when writing promotional texts in English. The analysis reveals that these texts typically have two main rhetorical moves: one for identifying the product and another one for describing it. The latter move is further divided into two steps: one including objective features (size, weight, etc.) and the other focusing on persuading the potential customer. This is mainly achieved with the use of a relatively informal style (imperatives, contractions, clipping, subject/auxiliary omissions, etc.) and lexico-grammatical elements conveying positive evaluation (multiple modification, multal quantifying expressions, etc.). The findings show that online advertisements of electronic products may be regarded as a specific subgenre with particular macro- and microlinguistic characteristics, which have been identified in this paper for technical writing assistance.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: English for Specific Purposes - Volume 34, April 2014, Pages 38–47
نویسندگان
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