Hypothesis and deduction in the studies of the discourse of advertisingReport as inadecuate

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Linguistics, Vol.3 No.1-2 December 2002. -

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.

discourse analysis; linguistic pragmatics; advertising; linguistic methodology; deduction; ‘top-down’ analysis; induction; ‘bottom-up’ analysis; persuasion; rhetoric

Author: Piotr Cap - ; University of Łódź

Source: http://hrcak.srce.hr/


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