.

0 (hodnocen0 x )

(20.8) Půjčeno:104x 

BK

1st ed.

V Ostravě : Filozofická fakulta Ostravské univerzity, 2011

111 s. : il. ; 21 cm

ISBN 978-80-7368-643-7 (brož.)

Obsahuje bibliografii na s. 105-111 a bibliografické odkazy

000227971

Table of contents // Chapter One: Introduction...9 // Chapter Two: The Interpersonal Function in the Discourse of Commercial Websites (Christopher Hopkinson) // 2.1 Introduction, theoretical framework, research aims and methods...11 // 2.1.1 Theoretical framework and research aims...11 // 2.1.2 Materials and methods...16 // 2.2 Encoding the participants in the discourse...19 // 2.2.1 Encoding the producer...20 // 2.2.2 Encoding the reader...23 // 2.2.3 Syntagmatic arrangement of encoding options...26 // 2.2.4 Distribution of encoding options: results and discussion...28 // 2.2.4.1 Context variable 1 - target culture...28 // 2.2.4.2 Context variable 2 - car category...30 // 2.3 Constructing identities and virtual relationships in the discourse...32 // 2.3.1 Utterances stating or implying familiarity...33 // 2.3.2 Personalization and emotionalization of the producer...35 // 2.3.3 Speech acts simulating reciprocity...36 // 2.3.4 Facework...39 // 2.3.5 Distribution of familiarity utterances and pseudo-reciprocal speech acts: results // and discussion...39 // 2.4 Conclusion 41 // Chapter Three: Advertising Education: Interpersonal Aspects in the Genre of University Websites (Renáta Tomášková) // 3.1 Introduction...44 // 3.2 Research aims...44 // 3.3 Methods and theoretical framework...45 // 3.3.1 Systemic Functional Linguistics and genre analysis: key concepts...45 // 3.3.2 Genres in evolution...47 // 3.3.3 Genre continuum on the web...47 // 3.3.4 Genre analysis of hypertext...48 // 3.3.5 Persuasion, genres, and the hierarchy of semantic components // and contextual factors...49 // 3.4 Material...50 // 3.5 University website: institutional discourse in hypertext...51 // 3.6 Attracting the reader...52 // 3.7 Targeting the market...56 // 3.8 Justifying the product...57 // 3.9 Detailing the product/service...60 // 3.10 Establishing credentials...67 //

3.11 Celebrity or typical user endorsement...70 // 3.12 Offering incentives, using pressure tactics and soliciting response...71 // 3.13 Conclusions 72 // Chapter Four: Where is the Truth? - Discourse Analysis of Newspaper Headlines (Barbora Blažková) // 4.1 Introduction and aims...74 // 4.2 Theoretical framework...74 // 4.2.1 The corpus...75 // 4.3 Communication...77 // 4.3.1 The newspaper...77 // 4.3.2 The audience - readership...79 // 4.4 The genre of headlines...81 // 4.5 Words...82 // 4.5.1 Negative lexicalization...83 // 4.5.2 The distinction between “us” and “them”... 83 // 4.5.3 Defining a victim...84 // 4.5.4 Compassion move...85 // 4.5.5 Emotive language...86 // 4.6 Personal pronouns...87 // 4.6.1 The pronoun “we”...87 // 4.6.2 The pronoun “they”...89 // 4.6.3 The pronoun “you”...’ * ’’ ’ "89 // 4.6.4 The pronoun “I”...90 // 4.7 Speech roles...90 // 4.7.1 Statements...91 // 4.7.2 Questions...92 // 4.7.3 Commands...94 // 4.8 Modality...94 // 4.8.1 Relational modality...95 // 4.8.2 Expressive modality...96 // 4.9 Agency and affectedness...97 // 4.9.1 The active voice...97 // 4.9.2 The passive voice...99 // 4.10 Conclusion 100 // Chapter Five: Concluding remarks...103 // Bibliography...105 // Internet Sources 107 // Corpus...108

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