Modes of Discourse people语篇模式.unica.it.pptVIP

* * * * * * * * * * * * * * * * * * * * Modes of Discourse Disjunctive and block language Pennarola, Ch. 4 Mode of discourseLeech, English in Advertising, chapter 9 Spoken Written Scripted (written to be spoken) Disjunctive ( block), abbreviated modes Mode of discourse Leech, English in Advertising, chapter 9 Written mode = - Preservation through time Opportunity to refer backwards and forwards (You) Ability to plan, revise and rehearse the message before performance (I) Oral mode = limited capacity of the linguistic memory REPETITION ALLITERATION RHYME Mode of discourse : Orality Leech, English in Advertising, chapter 9 Orality activates Short Term Memory (STM) In STM we store grammatical elements in sequence until the anticipations they create are solved. We then may store such elements as If you agree..; The only… (incomplete structures) which need at least one further element to acquire grammatical sense Oral mode of discourse Leech, English in Advertising, chapter 9 The text if the only… is incomplete at three levels: incomplete sentence incomplete clause incomplete nominal group. Expectations of if the only… may be satisfied with If the only train to London is the 2.00 am, lets’ go by bus. 3 levels of satisfaction: 1) the noun train (complete nominal group), 2) the verb and complement is the 2.00 am (completing the clause) 3) the independent clause let’s go by bus (completing the sentence). Mode of discourse: scripted texts Leech, English in Advertising, chapter 9 Scripted mode = text in which the oral mode is reproduced in details. This is not always true. See, for ex., intonation – how can we reproduce it? What about hesitations, false starting? What are you looking for? What are you looking for? What are you looking for? What are you looking for? Disjunctive abbreviated modes of discourseLeech, English in Advertising, chapter 9 The disjunctive and abbreviated modes are a subcategory of the scripted mode used to augment the