The aim of this Master’s thesis is to analyse the comparison between Slovenian and Russian marketing/advertising texts. Marketing is a journalistic activity, which creates a publicly accessible advertisement. The latter is pre-ordered to target the specific audience. It may appear in various text types and is present in all the media. Its main purpose is to reach the customers, arouse their interest and successfully persuade them to pursue the product.
The work focuses on the text of the adverts and the related theories - argumentation processes and speech act theory. Based on Brinker's argumentation model, the dominant type of argumentation in ad texts is determined, whether it is rational/logical argumentation or emotional persuasion. In this way, the work aims to show the dominant influence of advertisements on the addressee's emotions by using tricks where emotions override reason, doubts and questions to persuade them to buy the products. Using John Searle's pragmatic speech act theory, we further identify the dominant type of speech act in advertising texts, where we are interested in the effect of the speech act on the addressee. In addition to these theories, the master's thesis also analyses the linguistic means, the contextual elements, and their interrelationship, concluding with a comparative analysis that highlights the essential similarities and differences.
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