THE PALETTE OF SPEECH GENRES OF THE FRENCH ADVERTISING DISCOURSE IN THE SPHERE OF THE INSURANCE SERVICES
DOI: 10.23951/1609-624X-2017-5-24-30
Introduction. The object of this research is the French advertising discourse in the sphere of insurance services, and the subject is its speech genre differentiation. The topicality of this study is explained by the following factors: firstly, the above the discourse was not previously studied, secondly, it was carried out in line with the modern anthropocentric paradigm, thirdly, discursive studies still remain the focus of attention of modern domestic and foreign linguists, fourthly, the description of the genre palette of thematic discourse replenishes the repertoire of speech genres, and, finally, the French insurance market is one of the largest insurance sectors in the world, characterized by a high level of insurance culture, the historically established system of industries. The aim of this work is to analyze the French-language thematic discourse in the field of professional communication and to identify its speech genre palette. Material and methods. The methods of the research are the discursive analysis and the “extended” model of the speech genre. The material for the research is the promotional products of the insurance services of the leading insurance companies in France. Results and discussion. The advertising discourse in the field of insurance services is an integral part of the French insurance discourse. French institutional insurance discourse refers to the object thematic discourses, which are complex, multi-component, hybrid formations born at the intersection of the insurance, legal, academic, scientific discourse in the field of insurance, the advertising insurance discourse, the medical insurance discourse, the economic (marketing) discourse, the financial, the banking, the social, the managerial discourses in the field of insurance. Promotion of the insurance products to the market, i.e. their commercialization needs special advertising. Firstly, insurance is a service that is remote in time; accordingly, insurance services more than any other product need constant advertising. Secondly, the insurance company together with the insurance policy sells the client confidence in the future. The advertising discourse is defined as a special kind of the imperative discourse, which occupies an intermediate position between the argumentative (persuasive) and the propaganda (manipulative) discourses. The verbal and the visual semiotic codes are used to create an advertising text. The article describes the speech genres of printed materials of the French advertising discourse in the field of insurance services. Conclusion. In conclusion, it is noted that the author of the article has contributed to the description of the previously unexplored thematic French discourse and also replenished the “genre repertoire”.
Keywords: advertising, discourse, insurance discourse, sphere of insurance services, imperative discourse, speech genre
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Issue: 5, 2019
Series of issue: Issue 5
Rubric: CURRENT ISSUES OF LINGUISTICS
Pages: 24 — 30
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