O nouă perspectivă de înţelegere a pragmaticii discursului publicitar [1]
O nouă perspectivă de înţelegere a pragmaticii discursului publicitar [1]

Summary/Abstract: Our approach tries to prove that the good results of the nowadays Pragmatics can be used within an integral model which starts from the individual level of speech (the discourse or text), so as to foccus on the particularity of every text with its complex relations with the frames or the context of enunciation. The best theoretical background, in our opinion, that can help such an approach, is the integral text linguistics of Eugenio Coseriu, which offers clear distinctions between the levels of speech(universal, historical and individual) and which are characterized by particular competences/ knowledges (elocutional, idiomatic and expressive). All these levels and linguistic knowledge are paralleled by three linguistic contents, specific to every speech act: designation, meaning and sense. It means that a speech act is related to a reality, an extra linguistic reference,but it is possible by means of certain categories of a particular language,which have, in different cases, a certain function within the discourse. When we start from particular instances of speech, we cannot ignore the other two levels. A good way to find joint points between Pragmatics and Tex linguisticsis to explore the coserian theoretical approach concerning the complex relations which a sign can establish within discourse, called evocative functions. They are: relations of the sign with other signs, relations of the sign in a given text with signs from other texts, relations between signs and things, relations between signs and the knowledge of things and the frames (intorni). We also consider that the pragmatic finality of the discourse is strongly connected with the global sense. And this can be very well demonstrated within the advertising discourse which, in Aristotle’s terms, is a type governed by lógos pragmatikós (as a subsequent determination oflógos semantikós). The goal of our analysis is to get to a better understanding of the pragmatics of the advertising discourse, with the help of the Integral Texlinguistics which encourages interdisciplinarity and which can even assume transdisciplinarity.

• Details
• Contents