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首页> 外文期刊>Hormone molecular biology and clinical investigation. >Genre shifts in Israeli campaign advertisements: Strategies and rhetorical functions
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Genre shifts in Israeli campaign advertisements: Strategies and rhetorical functions

机译：风格的转变以色列竞选广告:策略和修辞功能

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The present article addresses genre shifts in Israeli political campaign in 2013, specifically written advertisements published in newspapers, on the Internet, on stickers, in leaflets, and on billboards. I examine shifts to diverse genres (protest slogans, writing on social networks, personal conversation, a math exercise etc.), and analyze various discursive and para-linguistic strategies by means of which these shifts are implemented: use of registers and sociolects identified with particular genres; syntactical, semantic and lexical repetitions; graphic, typographical, and visual elements, etc. I show that due to the expectations of the addressees regarding the reconstructed genres and the addressing parties, genre shifts may serve to fulfill two main pragmatic-rhetorical functions: (1) Promoting messages regarding the desired conduct of the voters during the elections; (2) Self-positioning of the parties, either to strengthen their existing image among the public or to create a new, surprising one. I thus emphasize the key role played by genre shifts in the intertextual phenomenon of integrating semiotic meanings into a linguistic text; specifically in this case, integrating cultural-societal meanings into campaign advertisements.
机译：本文地址类型的转变2013年以色列政治运动,特别是写广告刊登在报纸上,在互联网上,贴纸,传单,广告牌。(抗议口号,写在社交网络上,个人谈话,一个数学练习等),和分析各种散漫的和para-linguistic通过这些转变策略实现:使用寄存器和社会方言与特定的流派;语义和词汇重复;印刷,视觉元素等。,由于接受者的期望关于重建的流派和解决政党,类型可能会变化实现两个主要的修辞功能:(1)促进关于所需的信息选民在选举期间的行为;当事人的空间,要么加强现有的在公众中的形象或者创建一个新的,令人惊讶。强调所发挥的关键作用类型的转变集成的互文性现象符号意义语言文本;特别在这种情况下,整合cultural-societal含义到运动广告。

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