Transcript Modes of Discourse

Modes of Discourse
Disjunctive and block language
Pennarola, Ch. 4
Mode of discourse
Leech, 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?
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–
–
–
What are you looking for?
What are you looking for?
What are you looking for?
What are you looking for?
Disjunctive & abbreviated modes of discourse
Leech, English in Advertising, chapter 9
• The disjunctive and abbreviated modes are
a subcategory of the scripted mode used to
augment the illusion of spoken language
• They are two restricted varieties of English
which are heavily employed in advertising
Disjunctive & abbreviated modes
Leech, English in Advertising, chapter 9
Message is very simple, its significance inferred from the
circumstances in which it is transmitted. Accompanied by
other means (visuals)
• Disjunctive mode is used
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–
–
–
–
–
Public notices, signs
Posters
Catalogues, inventories, tabulated materials
Postal address
Labels and trade-marks
Titles and headings
Disjunctive & abbreviated modes
Leech, English in Advertising, chapter 9
• Abbreviated mode is used in:
– Telegrams
– Newspaper headlines.
Disjunctive mode
See Leech, English in Advertising, chapter 9
• Disjunctive language offers many clues so as to
have a correct interpretation of the message.
Notices on 4 DOORS:
Artizzu
Prof. Fodde
No exit
Staff only
How much of English grammar is needed for
their description??
Disjunctive mode
See Leech, English in Advertising, chapter 9
• In disjunctive grammar, the only grammar
we need is a knowledge of the structure of
English proper names: one part of the
nominal group.
GENTLEMEN’S WASHROOM
ENQUIRIES AND APPLICATIONS FOR VISA
Disjunctive mode
See Leech, English in Advertising, chapter 9
• The disjunctive grammar that uses proper
names or nominal group structures only is
called BLOCK LANGUAGE.
• Block language is characteristic of many
types of public announcements, in posters.
Disjunctive grammar
Leech, English in Advertising, chapter 9
Disjunctive grammar
Leech, English in Advertising, chapter 9
Disjunctive grammar
Leech, English in Advertising, chapter 9
Disjunctive grammar
Leech, English in Advertising, chapter 9
• Each NG = isolated unit
• Relation between different
parts of the message is
inferred (not
grammatically indicated).
• In poster-like presentation
the Z-reading path is
waived for the sake of
immediate visual impact
Disjunctive grammar
Leech, English in Advertising, chapter 9
• Each NG = isolated unit
• Relation between different
parts of the message is
inferred (not
grammatically indicated).
• In poster-like presentation
the Z-reading path is
waived for the sake of
immediate visual impact
Disjunctive grammar
Leech, English in Advertising, chapter 9
• For you this summer … a golden tan
• (A Z structure – INDEPENDENT MINOR CLAUSE)
• The castle, at one time a royal residence, is now the
property of the National Trust
• (A Z structure – DEPENDENT MINOR CLAUSE)
You
…if you are aged 16-19 and are taking or have passed your G.C.E. …
and your future
• (A Z structure – INDEPENDENT MINOR CLAUSE)
Disjunctive grammar
Leech, English in Advertising, chapter 9
• Main difference between discursive and
disjunctive grammar:
– in discursive grammar, minor and non-finite clauses are
dependent;
– in disjunctive grammar, minor and non-finite clauses
are independent
Abbreviated grammar
Leech, English in Advertising, chapter 9
• Typical of newspapers headlines
• Examples:
– “Customs accused of offering secret amnesty”
Abbreviated grammar
Abbreviated grammar
• There are a lot of pre-modifiers required to save
space & to create ambiguity (which means to
catch the interest of the reader)
British left waffles on Falkland islands
a) left Predicator + waffles Complement (waffle = a cake fried
in butter) => P C
b) left (British left) Head of S + waffles Predicator (to waffle =
to ramble, i.e. speak in a confused manner ) => S P.
Small AD
• Small ad uses disjunctive grammar
abbreviated grammar & block grammar:
• LTD Company est 1981 for sale. No assets or
liabilities. VAT registered. UK bank acc with
chequebook. Avble now. Substantial offers over
£15,000. Internet bkg nominee service avble on
both. Tel.08000 152469 or 07845 495852. quote ref
DPH
(The Sunday Times, Feb 27th, 2005)
Small AD
Classifieds
• Small ad uses disjunctive grammar abbreviated
grammar & block grammar:
“The landlord just finished this beautiful Salon and Spa and offering
it for sale. Brand new equipment, retail displays, first class
decoration, waiting room with fire place. Great Corner Visibility!
Excellent retail displays with a great inventory. (4) chair Stations (2)
Manicure and pedicure stations (1)Massage room Must see to
appreciate, great investment for an active stylist or investment
opportunity to run your own business”.
(The New York Times, Nov. 26th, 2013)
Advertising grammar
Leech, English in Advertising, chapter 9
• Advertising is a variety of English in which
discursive, disjunctive, abbreviated and block
language are mingled together and sometimes in
an inextricable way.
• This happens because of the variety of display
methods and type faces of printed advertising.
…phew*
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