20.500.12556/DKUM-49248 The persuasive role of appraisals in two British advertisements This paper focuses on a comparison of two written advertisements for health products in terms of the attitudinal references and dialogistic positioning created by both texts, which contribute to their persuasive style. For this purpose, the appraisal framework developed by Martin (2000, 2005) and White (2000, 2005) is applied analytically to both texts to decode explicit and/or implicit attitudinal values, their amplification and sources. The analysis of primarily semantically oriented appraisals, and their co-patterning and transformations, tracks the way in which the language in both advertisements evaluates, adopts stances, construes social roles and relationships from a dialogic perspective. This perspective is based on the Bakhtin/Vološinov view of verbal and written communication, of how language operates rhetorically to influence the beliefs, attitudes and expectations of the addressed readership. As a resource of interpersonal meanings, appraisal values, especially implicit ones, are frequently triggered by or attached to experiential meanings which encode the experience of reality. Therefore, the analysis of the appraisals in this paper coincides with the analysis of transitivity to track the participants, processes and circumstances. Crossreferences within the field of logico-semantic relations between sentences and clauses are made to reveal potential tokens of appraisals. jezikoslovje stilistika oglasi jezik oglasov pisni oglasi prehodnost prepričljivost logično-semantični odnosi linguistics written advertisments appraisals transitivity persuasive style logiso-semantic relations true true true Angleški jezik Neznan jezik Članek v reviji 2015-07-10 11:31:44 2015-07-10 11:31:44 2024-06-01 03:15:40 2021-05-09 03:12:26 2009 0 0 str. 1-13 no. 1 Vol. 2 2009 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 811.112.2'38 17371912 1855-3605 URN:SI:UM:DK:NOTKLUW0 http://events.ff.uni-mb.si/mir/ 0 https://dk.um.si/Dokument.php?lang=slv&id=73807 RAZ_Krizan_Agata_2009.pdf RAZ_Krizan_Agata_2009.pdf 1 CB2036B4316EA58D67AB086843EC7375 e37afc16db983d0606ba52ed3d45b73622fe1dc2a40460654594691d12a0011e 290f66b2-1f2e-11ef-bf9d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=180041 Filozofska fakulteta 0 0 0