Sometimes, life can be a little…overwhelming. Stance-taking
markers indexing maternal identity in the advertising discourse

k 2021

Sometimes, life can be a little…overwhelming. Stance-taking markers indexing maternal identity in the advertising discourse

PELCLOVÁ, Jana

Základní údaje

Originální název

Sometimes, life can be a little…overwhelming. Stance-taking markers indexing maternal identity in the advertising discourse

Autoři

PELCLOVÁ, Jana

Vydání

15th ESSE Conference, online, 30 August-3 September, 2021, Lyon, France, 2021

Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Obor

60203 Linguistics

Stát vydavatele

Francie

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Označené pro přenos do RIV

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

advertising; motherhood; stance-taking; identity

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 13. 2. 2022 21:31, Mgr. Jana Pelclová, Ph.D.

Anotace

V originále

Mothers in advertising represent ideal parental figures who can handle any type of problem that can threaten their impeccable households. They often feature in a problem-solution pattern adverts (Simpson 2001) in which they can eliminate or solve the problem thanks to the product promoted. Not only have these perfect advertising mothers become a normative in the advertising discourse, but they have also established the concept of maternal identity that is seen as an imperative when targeting at mothers in any stage of motherhood – from new mothers to elderly ones. Even though there are sociological and psychological studies that analyse the impact these mothers have on the real ones in the real world (e.g. Lee 2008 or Sheehan and Bowcher 2017), there is no linguistic research that would focus on how the perfect mothers’ stance is communicated. Therefore, the objective of this paper is to study how the maternal identity in a selected audiovisual commercials for a whole range of family-related products is indexed by stance-taking markers. The paper considers doubt, affect and evaluation as key stance aspects in a problem-solution adverts and assumes that these three aspects can be expressed by various semiotic modes that help to construct a perfect mother. The paper thus uses Kress and van Leeuwen’s (1996) social semiotic framework to investigate how doubt, affect and evaluation are conveyed in verbal and non-verbal units to communicate the maternal identity in a problem-solution adverts.

Návaznosti

MUNI/A/1376/2020, interní kód MU

Název: Paradigms, strategies and developments - English lingustics and translation

Investor: Masarykova univerzita, Paradigms, strategies and developments - English lingustics and translation

Citovat

PELCLOVÁ, Jana. Sometimes, life can be a little…overwhelming. Stance-taking markers indexing maternal identity in the advertising discourse. In 15th ESSE Conference, online, 30 August-3 September, 2021, Lyon, France. 2021.

@proceedings{1808314,
   author = {Pelclová, Jana},
   booktitle = {15th ESSE Conference, online, 30 August-3 September, 2021, Lyon, France},
   keywords = {advertising; motherhood; stance-taking; identity},
   language = {eng},
   title = {Sometimes, life can be a little…overwhelming. Stance-taking markers indexing maternal identity in the advertising discourse},
   url = {http://www.esse2020lyon.fr/en/pages/esse-2021-home},
   year = {2021}
}

TY  - CONF
ID  - 1808314
AU  - Pelclová, Jana
PY  - 2021
TI  - Sometimes, life can be a little…overwhelming. Stance-taking markers indexing maternal identity in the advertising discourse
KW  - advertising
KW  - motherhood
KW  - stance-taking
KW  - identity
UR  - http://www.esse2020lyon.fr/en/pages/esse-2021-home
N2  - Mothers in advertising represent ideal parental figures who can handle any type of problem that can threaten their impeccable households. They often feature in a problem-solution pattern adverts (Simpson 2001) in which they can eliminate or solve the problem thanks to the product promoted. Not only have these perfect advertising mothers become a normative in the advertising discourse, but they have also established the concept of maternal identity that is seen as an imperative when targeting at mothers in any stage of motherhood – from new mothers to elderly ones. Even though there are sociological and psychological studies that analyse the impact these mothers have on the real ones in the real world (e.g. Lee 2008 or Sheehan and Bowcher 2017), there is no linguistic research that would focus on how the perfect mothers’ stance is communicated. Therefore, the objective of this paper is to study how the maternal identity in a selected audiovisual commercials for a whole range of family-related products is indexed by stance-taking markers. The paper considers doubt, affect and evaluation as key stance aspects in a problem-solution adverts and assumes that these three aspects can be expressed by various semiotic modes that help to construct a perfect mother. The paper thus uses Kress and van Leeuwen’s (1996) social semiotic framework to investigate how doubt, affect and evaluation are conveyed in verbal and non-verbal units to communicate the maternal identity in a problem-solution adverts.
ER  -

PELCLOVÁ, Jana. Sometimes, life can be a little…overwhelming. Stance-taking markers indexing maternal identity in the advertising discourse. In \textit{15th ESSE Conference, online, 30 August-3 September, 2021, Lyon, France}. 2021.

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