Hrčak
Portal znanstvenih časopisa Republike Hrvatske
Jezikoslovlje, Vol.3 No.1-2 Prosinac 2002.
Izvorni znanstveni članak
Hypothesis and deduction in the studies of the discourse of advertising
Piotr Cap
; University of Łódź
Puni tekst: pdf (266 KB),
Engleski,
Str. 41 - 57
,
Sažetak
The paper is an attempt to show that a discourse type can in itself be an
analytic determinant, i.e. that it can effectively dictate methods of investigating
it. This claim is illustrated by a study of the discourse of advertising,
or rather, of how the discourse of advertising motivates an analyst
to adopt a specific track of analysis. In the paper, the discourse of
advertising is shown to possess certain properties which favor a deduction-
based approach to analysis, whereby an analyst is likely to postulate
about a given text’s function a priori, that is before an inquiry into
particular samples of textual data takes place. This approach may lead to
a number of analytic fallacies such as, for instance, underspecification
of data supporting the thesis or illustration of thesis with atypical or
even irrelevant data.
Ključne riječi
discourse analysis, linguistic pragmatics, advertising, linguistic methodology, deduction, ‘top-down’ analysis, induction, ‘bottom-up’ analysis, persuasion, rhetoric
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