STYLISTIC DEVICES IN FASHION ADVERTISEMENTS AS MANIPULATIVE MEANS

Svetlana A. Burikova, Aryuna G. Ivanova, I. Kazieva, Irina V. Smirnova
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Abstract

The article discusses the complex character of manipulative potential of stylistic devices in English and Italian fashion advertisements. By conducting semantic analysis, it was found out that positive and negative connotations, denotative and connotative meanings have a certain persuasive effect on the audience. Materials consist of 250 fashion advertisements in English and 250 in Italian derived from Vogue, Elle and Cosmopolitan online magazines issued September 2022-January 2023. The work relies on descriptive method to investigate the function of stylistic devices as manipulative means; the quantitative method to draw a parallel between the English and Italian and the comparative method to compare the results in English and Italian. The main conclusion of this research is that studied stylistic devices, positive and negative connotations, denotative and connotative meanings can be considered as techniques of verbal manipulation. The classification and functions of stylistic and semantic techniques in the process of verbal manipulation are presented as the final outcome of this research.
时尚广告中作为操纵手段的造型手段
文章讨论了英语和意大利语时尚广告中文体手段操纵潜力的复杂性。通过语义分析发现,正面和负面内涵、指称和内涵意义对受众具有一定的说服作用。材料包括 250 个英文时尚广告和 250 个意大利文时尚广告,分别来自 2022 年 9 月至 2023 年 1 月发行的《Vogue》、《Elle》和《Cosmopolitan》在线杂志。本研究采用描述法研究文体手段作为操纵手段的功能;采用定量法对英语和意大利语进行比较;采用比较法对英语和意大利语的结果进行比较。本研究的主要结论是,所研究的文体手段、积极和消极内涵、指称意义和内涵意义都可以被视为言语操纵手段。文体和语义技巧在言语操纵过程中的分类和功能是本研究的最终成果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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