PELCLOVÁ, Jana. Advertising food narratives. In 14th ESSE Conference, 29 August - 2 September, Masaryk University, Brno, Czech Republic. 2018.
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Basic information
Original name Advertising food narratives
Authors PELCLOVÁ, Jana (203 Czech Republic, guarantor, belonging to the institution).
Edition 14th ESSE Conference, 29 August - 2 September, Masaryk University, Brno, Czech Republic, 2018.
Other information
Original language English
Type of outcome Presentations at conferences
Field of Study 60203 Linguistics
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/00216224:14210/18:00103866
Organization unit Faculty of Arts
Keywords in English food advertisements; narratives; production process; consumer's stories; companies' stories
Tags rivok
Tags International impact, Reviewed
Changed by Changed by: Mgr. Jana Pelclová, Ph.D., učo 39970. Changed: 7/2/2019 21:06.
Abstract
Advertising discourse uses numerous discursive strategies that enable the persuader to perform the conative function, but simultaneously are able to disguise the persuasive intention. Narratives are often adopted for achieving this communication purpose since they convey one’s experience and experiences, and thus they reduce the anonymity and social imbalance between the participants of advertising communication and increase the level of interactivity between them. Even though narratives seem to be functional in adverts that promote a product through a personal story and/or experience, e.g. in advertising medical products, the present paper presupposes that narratives can be also functional in food advertising. The objective is to discuss what types of narratives can be found in this specific non-literary text and whose story it is that is in fact presented. The results have revealed so far that food advertisements have a tendency to work with three types of stories; the first one narrates the story of the production process of a food product that is being advertised, or at least a part of ‘its life story’; the second type presents consumers’ stories; and the last type works with stories that might be said to belong to the realm of the so-called collective memory.
Links
MUNI/A/1003/2017, interní kód MUName: Profilace výzkumných zaměření v anglofonní lingvistické a literární vědě III (Acronym: PROVYZAN III)
Investor: Masaryk University, Category A
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