THE IMPACT OF LANGUAGE IDENTITY ON THE CHOICE OF SPEECH STRATEGIES IN INTERNET ADVERTISING
References: 5th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2018, www.sgemvienna.org, SGEM2018 Vienna ART Conference Proceedings, ISBN 978-619-7408-32-4 / ISSN 2367-5659, 19 - 21 March, 2018, Vol. 5, Issue 3.1; 485-492 pp, DOI: 10.5593/sgemsocial2018H/31/S10.061
The present study is referred to the necessity to provide a complex analysis of the language identity of British people in order to create the most influential and persuasive text based on the linguistic as well as extralinguistic factors involved in the process of the language identity formation together with the choice of speech strategies and tactics of their implementation that are able to have the most dramatic impact on British people and persuade them to perform some kind of actions.
The relevance of this topic is due to the fact that we live in the world of highly-developed technologies which are used globally and may have an influence on people who belong to diverse language groups instantly.
The given research is aimed at conducting an analysis and identifying the connection between speech strategies and tactics used in Internet advertising and language identity of British people as exemplified by British Internet-advertising. Despite the fact that the advertising sphere is at its height, the research topic of Internet advertising is still topical nowadays. To the present time, there is a limited number of classifications that describe speech strategies peculiar to Internet-advertising.
The purpose of the present research is the systematisation of existing data and development of more comprehensive classification of speech strategies used in Internet advertising as well as consideration of tactics necessary for the implementation of these strategies. Besides, one more aim of the research is the identification of the connection between the language identity and the choice of grammatical structures and constructions during the creation of an advertising text as exemplified by the modern advertising discourse. The following research methods were used in this work: cognitive and discursive analysis, method of qualitative analysis, generalization and systematization, which allowed conducting the complex analysis of the connection between the language identity and speech strategies as exemplified by the British Internet advertising. The language identity to a large extent identifies which speech strategy can become more efficient as each nation has its own reference points, values and needs. Due to this fact, special attention is paid to certain grammatical structure or constructions.
The given research summarises the existing knowledge and suggests the classification that consists of the most frequently used speech strategies and tactics implemented in Internet-advertising from the perspective of language identity.
Keywords: Internet advertising, language identity, cognitive and discursive analysis, speech strategy, speech tactics.
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