Изненадата като едно от измеренията на оценъчността в рекламния дискурс
Surprise As One Of The Dimensions Of Appraisal In Advertising Discourse

Author(s): Rumyana Todorova
Subject(s): Language and Literature Studies, Applied Linguistics, Sociolinguistics, Cognitive linguistics
Published by: Пловдивски университет »Паисий Хилендарски«
Keywords: appraisal; poetic function; surprise; cancel/confidence culture
Summary/Abstract: The paper is a small-scale study that deals with the role of surprise as one of the dimensions of appraisal among others in advertising discourse in a world full of negativity, aggression and rejection of social values. It also draws audiences’ attention to environmental issues. The supportive examples in the analysis cover ads about coffee, daily services, and credit loans which reflect the present-day situation and people’s ways of living. The investigation applies Critical Discourse Analysis, Multimodal Critical Discourse Analysis, content and interpretive analysis and descriptive approaches as evaluation cannot possibly be fully accounted for with the help of automatic techniques.

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