Adresanto santykio su adresatu raiška lietuvių, ispanų ir norvegų internetinėse reklamose

LTVykstant intensyviai globalizacijai siekiant efektyvios komunikacijos būtina ne tik mokėti užsienio kalbų, bet ir išmanyti skirtingų šalių bendravimo kultūros normas. Kalba yra laikoma viena iš kultūrų skirtingumo išorinių apraiškų greta išorinio elgesio. Kiekvienos šalies kalbą tam tikru laikotarpiu sudaro neapibrėžtas kiekis komunikacinių žanrų ir požanrių, įvairių hibridinių tekstų, atliekančių vienokias ar kitokias funkcijas ir vartojamų skirtingose veiklos srityse. Verslo sričiai aktualūs reklaminiai tekstai. Skirtingų šalių reklamai būdingas tas pats tikslas – įtikinti adresatą įsigyti prekę, tačiau adresanto santykis su adresatu gali būti nevienodas, nes tam įtakos turi tos šalies bendravimo normos. Tyrime analizuojamas adresanto santykis su adresatu lietuvių, ispanų ir norvegų internetinėse reklamose. Tirti keli šių santykių aspektai – tai adresato įvardijimas participiniais įvardžiais, prašymo-raginimo raiška ir emocinio tono parinkimas. Nors visų reklamų tikslas yra vienodas, tačiau adresanto kalbinė elgsena skirtingų šalių reklamose skiriasi. Be to, ryškėja ir naujos lietuvių kalbos participinių įvardžių vartojimo tendencijos – jos ima panašėti į ispanų. Pagal emocinio tono parinkimą bendraudami su adresatu reklamose lietuviai yra patys emocingiausi, o santūriausi – ispanai. Taip lietuvių adresantas stengiasi išvengti tiesiogiai adresatą skatinti pirkti ar įsigyti paslaugą vartodamas liepiamąją nuosaką. Reikšminiai žodžiai: internetinė reklama, adresanto santykis su adresatu, prašymas-raginimas, participiniai įvardžiai, emocinis tonas. [Iš leidinio]

ENAs the world becomes more global, communication with other countries is increasing. In order to communicate between representatives of different countries, it is necessary not only to know the language, but also to understand the culture of communication. Language is considered one of the external manifestations of cultural difference alongside external behaviour. Each country‘s language at a particular period of time may comprise an indefinite number of communication genres and subgenres, various hybrid texts that perform one or another function and are used in different fields of activity. Advertising texts are of particular relevance to the field of business. The purpose of advertising is the same in different countries, namely to persuade the addressee to purchase a product or service, yet the relation between the addresser and addressee may be different as it is influenced by the communication norms of the country. The object of research is Lithuanian, Spanish and Norwegian online advertisements. The purpose of research is to analyse and compare the tendencies of expression of the relation between the addresser and addressee in Lithuanian, Spanish and Norwegian online advertisements. Pragmatic analysis and interpretation, descriptive and comparative methods were employed in carrying out the research. For this purpose, a total of 150 advertisements, 50 in each language, were collected between January and March of 2019. In order to determine the relation between the addresser and addressee, online advertisements were analysed in terms of the manner in which the addresser names the addressee and expresses their request-encouragement to purchase the products offered, and what emotional tone they choose to do so.The analysis of the addresser-addressee relation conveyed in online advertisements belonging to different language groups revealed some tendencies of expression. Modern Lithuanian language has preserved the old tradition of European languages to describe the addresser‘s relation with the addressee by using personal pronouns tu / jūs (you in its singular and plural forms) and the corresponding verb forms. However, there is also a tendency for the opposition of these pronouns to disappear. In Lithuanian online advertisements, the tendency to address an unfamiliar person by means of a personal pronoun tu (you in the singular form) and the corresponding verb forms is becoming more pronounced, which is manifested in 18 per cent of the advertisements analysed. On the other hand, the advertisements tend to maintain a relative degree of respect towards the addressee, as 16 per cent of them still contain the pronoun jūs (You in the plural form) and its corresponding forms denoting request-encouragement in the imperative and subjunctive mood. This is even more evident in the Spanish and Norwegian languages. In Spanish, the form of politeness (used) which corresponds to the Lithuanian jūs (You in the plural form) is very rarely used in online advertisements. In this language, the tendency to reffer to the addressee by the second-person singular form is much more pronounced, as even 68 per cent of the advertisements contain this form. Likewise, in the Norwegian language system, there is no longer such a possibility as to convey politeness by means of participial pronoun jūs (You in the plural form), as the dominant form of addressing each other is tu (you in the singular form) and the imperative mood is not conjugated at all. The research shows that 72 per cent of Norwegian advertisements contain the imperative mood which corresponds to the second-person singular form in the Lithuanian language.Comparing the expression of emotional tone used in advertisements in the researched languages, it can be seen that Lithuanian advertisers prefer exclamatory intonations in an attempt to persuade their addressees, thus exclamation marks are used in more than a third (38 per cent) of advertisements. This can be explained by the fact that Lithuanian online advertisers tend to avoid a direct request-encouragement to purchase a product; therefore, 70 per cent of advertisements do not contain the imperative mood. Instead, they make use of the relevant emotional tone, more exactly, exclamatory sentences, which comprises 38 per cent of the researched advertisements. The addresser in Spanish online advertising tends not to use exclamatory sentences at all. Unlike their Lithuanian counterparts, they do not hesitate to directly express their request-encouragement to purchase a product or service by using the second-person singular form of the imperative mood. The addresser in the Norwegian advertisements, however, is not as restrained as that in Spanish ones, as exclamatory sentences comprise 26 per cent of all the advertisements. Unlike Lithuanian and Spanish, the Norwegian advertisements may contain both the imperative mood and exclamatory intonations in order to ask-encourage the addressee more strongly to purchase a product or service. Key words: online advertising, relation between the addresser and addressee, request-encouragement, participial pronouns, emotional tone. [From the publication]

• Komunikacija / Communication
• Kalbotyra / Linguistics