Browse

The article under review presents a comparative study of the key features of ecological discourse (ED). The theme of ED is as vital linguistically as it is urgent environmentally. ED presents a complex phenomenon of speech and communication distinguished by a peculiar social and linguistic context. Applying the techniques of discourse analysis the article juxtaposes features of ED as they are manifested in narrative [ND] and media discourse [MD]. The undertaken analysis involves the comparison of participants, pla...

The authors of the article are concerned with allusive proper names (APNs) functioning in the narrative discourse as culturemes (by Russian linguist V.V. Vorobyev) which mark fragments of social and cultural experience of humanity or lingvocultural communities. APNs are positioned above the vocabulary of common currency. Originating from the sphere of social and cultural practice they serve to concisely if not symbolically designate various parts of the semantic structure of the narrative discourse and introduce h...

The article focuses on pragmatic effects of boulomaic text-worlds as a variety of modal worlds created in advertising discourse. Text-worlds are treated as a type of pragmatically-orientated representational structures of advertising discourse establishing and maintaining relationships between agent and client as main discourse participants. The paper presents an element of a broader World-Modelling Concept [7] – one of the contemporary theories of discourse representation based on Text World Theory initially deve...

Within the framework of cognitive-discourse approach, the authors focus on the conceptual effects of metaphors used in commercial advertising for the sake of sales promotion. The article gives insights into the construction of pragmatically-orientated mental representations activated by metaphors as means of persuasion and entertaining the target audience. The authors chiefly draw on Text World Theory [1], [6], [7], [10], [11], [12] and Conceptual Blending Theory [5] because their heuristics can provide an adequat...