Emotional Rhetoric in Tea Advertising

  1. Marisa Díez-Arroyo 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

Revista:
Atlantis: Revista de la Asociación Española de Estudios Anglo-Norteamericanos

ISSN: 0210-6124

Año de publicación: 2021

Volumen: 43

Número: 1

Páginas: 199-220

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Atlantis: Revista de la Asociación Española de Estudios Anglo-Norteamericanos

Resumen

A partir de un enfoque retórico y pragmático (Teoría de la Relevancia) sobre las emociones, este artículo analiza el valor retórico emocional de expresiones de identidad cultural o patriótica en páginas web británicas dedicadas a la publicidad del té. Mi hipótesis propone que dichas expresiones se emplean como estrategia persuasiva encaminada a desarrollar la empatía de los consumidores potenciales hacia el producto y la posible identificación con él. Los resultados de la investigación apuntan a que tales expresiones, entendidas como identidad social, memoria histórica y sentido de pertenencia u orgullo por el propio país, desempeñan una triple función creativa: a nivel retórico contribuyen al diseño de un texto estilísticamente atractivo; a nivel informativo introducen un elemento inesperado en el anuncio; y a nivel pragmático involucran al receptor en la recuperación de un mensaje que puede adaptarse a experiencias personales concretas.

Referencias bibliográficas

  • AJTONY, Zsuzsanna. 2013. “Various Facets of the English Stereotype in Downton Abbey: A Pragmatic Approach.” Topics in Linguistics 12 (1): 5-14.
  • ANTHONY, Laurence. 2019. AntConc Software (3.5.8). Accessed November 17, 2019.
  • ARIELY, Gal. 2017. “Why does Patriotism Prevail? Contextual Explanations of Patriotism across Countries.” Identities 24 (3): 351-77.
  • ARNOULD, Eric and Craig Thompson. 2005. “Consumer Culture Theory (CCT): Twenty Years of Research.” Journal of Consumer Research 31 (4): 868-82.
  • AVERILL, James. 2001. “The Rhetoric of Emotion, with a Note on What Makes Great Literature Great.” Empirical Studies of the Arts 19 (1): 5-26.
  • BARBALET, Jack. 1992. “A Macro Sociology of Emotion: Class Resentment.” Sociological Theory 10 (2): 150-63.
  • BOWKER, Lynne and Jennifer Pearson. 2002. Working with Specialised Language: A Practical Guide to Using Corpora. London and New York: Routledge.
  • BRYANT, Christopher. 2003. “These Englands, or Where does Devolution Leave the English?” Nations and Nationalism 9 (3): 393-412.
  • CARSTON, Robyn. 2002. Thoughts and Utterances. Oxford: Blackwell.
  • CARSTON, Robyn. 2018. “Figurative Language, Mental Imagery, and Pragmatics.” Metaphor and Symbol 33 (3): 198-217.
  • CAVE, Terence and Deirdre Wilson, eds. 2018. Reading beyond the Code. Oxford: Oxford UP.
  • CLARK, Bill. 2013. Relevance Theory. Cambridge: Cambridge UP.
  • COCA-STEFANIAK, Andrea, Cathy Parker and Patricia Rees. 2010. “Localisation as a Marketing Strategy of Small Retailers.” International Journal of Retail & Distribution Management 38 (9): 677-97.
  • DE CILLIA, Rudolf, Martin Reisigl and Ruth Wodak. 1999. “The Discursive Construction of National Identities.” Discourse & Society 10 (2): 149-73.
  • DE SAUSSURE, Louis and Tim Wharton. 2019. “La notion de pertinence au défi des effets émotionnels.” TIPA. Travaux interdisciplinaires sur la parole et le langage 35: 1-24.
  • DEL SAZ-RUBIO, Milagros. 2018. “Female Identities in TV Toiletries Ads: A Pragmatic and Multimodal Analysis of Implied Meanings.” Journal of Pragmatics 136: 54-78.
  • ELLIOTT, Richard and Kritsadarat Wattanasuwan. 1998. “Brands as Symbolic Resources for the Construction of Identity.” International Journal of Advertising 17 (2): 131-44.
  • ERDOGAN, Zafer. 1999. “Celebrity Endorsement: A Literature Review.” Journal of Marketing Management 15 (4): 291-314.
  • FARRELL, Mary. 2002. From Cha to Tea: A Study of the Influence of Tea Drinking on British Culture. Castelló de la Plana: Universitat Jaume I.
  • FOX, Kate. 2005. Watching the English: The Hidden Rules of English Behaviour. London: Hodder and Stoughton.
  • FROMER, Julie. 2008. “‘Deeply Indebted to the Tea-Plant’: Representations of English National Identity in Victorian Histories of Tea.” Victorian Literature and Culture 36 (2): 531-47.
  • GRIMSON, Alejandro. 2010. “Culture and Identity: Two Different Notions.” Social Identities 16 (1): 61-77.
  • HELLELAND, Botolv. 2012. “Place Names and Identities.” Oslo Studies in Language 4 (2): 95-116.
  • HOLTON, Richard. 1958. “The Distinction between Convenience Goods, Shopping Goods and Specialty Goods.” Journal of Marketing 23 (1): 53-56.
  • IZQUIERDO, Marlén and María Pérez Blanco. 2020. “A Multi-Level Contrastive Analysis of Promotional Strategies in Specialised Discourse.” English for Specific Purposes 58: 43-57.
  • JANOSCHKA, Anja. 2004. Web Advertising. Amsterdam and Philadelphia: John Benjamins.
  • KRESS, Gunther and Theo Van Leeuwen. (1996) 2004. Reading Images: The Grammar of Visual Design. London and New York: Routledge.
  • LABRADOR, Belén et al. 2014. “Rhetorical Structure and Persuasive Language in the Subgenre of Online Advertisements.” English for Specific Purposes 34: 38-47.
  • MARTÍNEZ-CAMINO, Gonzalo and Manuel Pérez-Saiz. 2012. “A Pragmatic Theory on Television Advertising.” Journal of Pragmatics 44 (4): 453-73.
  • MCQUARRIE, Edward and Barbara Philips. 2008a. “Advertising Rhetoric.” In McQuarrie and Philips 2008, 3-19.
  • MCQUARRIE, Edward and Barbara Philips, eds. 2008b. Go Figure! New Directions in Advertising Rhetoric. New York: Sharpe.
  • ÖSTMAN, Jan-Ola and Jef Verschueren, eds. 2018. Handbook of Pragmatics: 21st Annual Installment. Amsterdam and Philadelphia: John Benjamins.
  • RAMÓN, Noelia and Belén Labrador. 2018. “Selling Cheese Online: Key Nouns in Cheese Descriptions.” Terminology 24 (2): 210-33.
  • RAPP, Christof. 2005. “L’arte di suscitare le emozioni nella retorica di Aristotele.” Acta Philosophica 14 (2): 313-28.
  • SARDOC, Mitja. 2017. “The Anatomy of Patriotism.” Anthropological Notebooks 23 (1): 43-55.
  • SIMPSON, Paul. 2001. “‘Reason’ and ‘Tickle’ as Pragmatic Constructs in the Discourse of Advertising.” Journal of Pragmatics 33 (4): 589-607.
  • SKEY, Michael. 2011. National Belonging and Everyday Life: The Significance of Nationhood in an Uncertain World. Basingstoke and New York: Palgrave Macmillan. Kindle edition.
  • SPERBER, Dan and Deirdre Wilson. 1995. Relevance: Communication and Cognition. 2nd ed. Oxford: Blackwell.
  • SPERBER, Dan and Deirdre Wilson. 2015. “Beyond Speaker’s Meaning.” Croatian Journal of Philosophy 15 (44): 117-49.
  • STATISTA: GLOBAL PER CAPITA TEA CONSUMPTION. [Accessed February 7, 2020]
  • STREY, Claudia. 2018. “Emotions: A Philosophical and Cognitive Perspective.” In Östman and erschueren 2018, 111-23.
  • WEIGHT, Richard. 2002. Patriots: National Identity in Britain 1940-2000. London: Pan Books. Kindle edition.
  • WILSON, Deirdre. 2018. “Relevance Theory and Literary Interpretation.” In Cave and Wilson 2018, 185-204.
  • WILSON, Deirdre and Robyn Carston. 2019. “Pragmatics and the Challenge of ‘Non-Propositional’ Effects.” Journal of Pragmatics 145: 31-38.
  • WORLD TEA DIRECTORY. [Accessed March 8, 2019]
  • YUS, Francisco. 2016. “Propositional Attitude, Affective Attitude and Irony Comprehension.” Pragmatics & Cognition 23 (1): 92-116.
Fuente de los datos: Dialnet