20.500.12556/DKUM-65718 The language of appraisal in British advertisements the construal of attitudinal judgement Vrednotenje v britanskih reklamnih oglasih ustvarjanje odnosa sodba The article explores the occurrence and frequency of use of attitudinal judgement in British advertisement texts. Judgement, as one of the main attitudinal categories in the discourse-semantic appraisal model (Martin and White 2005), is concerned with the evaluation of human character and behaviour. The article focuses on the judgement categories of capability and propriety, as the research described concludes that they are the most frequently occurring of the judgement categories. Some typical instances encoding capability and propriety are discussed in terms of explicit and implicit manifestation. The article demonstrates that capability and propriety often participate in attitudinal double-coding due to the brevity of advertising texts and the creativity of advertising language. Capability and propriety are strongly socially motivated: they impose values upon the potential consumer, and hence upon society, and through them create social roles for the participants in the advertising interaction. Članek obravnava pojavnost odnosa presoja ljudi in njihovih dejanj in pogostnost njene rabe v besedilih britanskih reklamnih oglasov. Presoja ljudi in njihovih dejanj, kot ena izmed glavnih kategorij odnosa v diskurzno-semantičnem modelu vrednotenja (Martin in White 2005), se nanaša na vrednotenje človekovega karakterja in obnašanja. Članek se osredotoča na kategoriji odnosa sposobnost in splošna ustreznost moralnim načelom, saj je analiza pokazala, da se ti dve kategoriji pojavljata najbolj pogosto. Obravnavani so nekateri tipični primeri, ki izražajo sposobnost in splošno ustreznost moralnim načelom eksplicitno in implicitno. Članek prikaže, da sposobnost in splošna ustreznost moralnim načelom pogosto sodelujeta v dvojnem kodiranju odnosov zaradi kratke dolžine reklamnih besedil in kreativnega reklamnega jezika. Sposobnost in splošna ustreznost moralnim načelom sta močno družbeno motivirana, t.j. vsiljujeta vrednote potencialnemu potrošniku, in s tem družbi, ter ustvarjata družbene vloge za sodelujoče v oglaševalski interakciji. advertisements interpersonal meaning appraisal judgement capability propriety attitudinal double-coding reklamni oglasi medosebni pomen vrednotenje presoja ljudi in njihovih dejanj sposobnost splošna ustreznost moralnim načelom dvojno kodiranje odnosov true true true Angleški jezik Slovenski jezik Članek v reviji 2017-05-16 11:44:02 2017-05-16 11:46:15 2024-02-19 11:43:29 2019-07-11 15:25:27 2016 0 0 str. 199-220 št. 2 Letn. 13 2016 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1581-8918 811.111'42:659.1 287906304 63017570 10.4312/elope.13.2.199-220 1581-8918 URN:SI:UM:DK:2NLQUHE8 ELOPE_2016_Krizan_The_Language_of_Appraisal_in_British_Advertisements_The_Construal_of_Attitudinal_Judgement.pdf ELOPE_2016_Krizan_The_Language_of_Appraisal_in_British_Advertisements_The_Construal_of_Attitudinal_Judgement.pdf 1 D90335C01178F87A20BBFA9926A6428B b1a8948bd6b729b425d57a006caeaa6c54f160e185e2549e22c9cee2a282e77b 2239e710-7c0e-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=111365 http://revije.ff.uni-lj.si/elope/article/view/6347 1 https://dk.um.si/Dokument.php?lang=slv&id=111364 Filozofska fakulteta 0 0 0