Publicist Style

Medium
spoken
written

Oratory and speeches, radio and TV commentary

Essays (as well as book reviews, pamphlets)
Journalistic articles (political, social, economic, literary, popular-scientific, satirical)

shaping public opinion (persuading)

conveying information (informatory or informative)
expressing the feelings and the attitude ofthe addresser (expressing)
manipulating public opinion
exerting influence on the behaviour (directive)
maintaining contacts (phatic)
creating an aesthetic effect (aesthetic)
Types of discourse:
Political discourse
Political discourse relies on the principle that people's perception of certain issues or concepts can be influenced by language.
Implicature - indirectly communicated information
The following statements from the British Labour Party Manifesto contain implicatures:
I. We will save the NHS.
2. Put country before party this election.
3. Invest in a future we can all enjoy.
Political correctness
Figurative language:
A strong British economy.
Germany is the bully in the playground.
The use of pronouns:
to foreground
to hide agency and responsibility

As we announced last night, we will not attack unarmed soldiers in retreat. We have no choice but to consider retreating combat units as a threat
and respond accordingly ...
From the beginning of the air operations, nearly six weeks ago, I said that our efforts are on course and on schedule. This morning, I am pleased
to say that coalition efforts are ahead of schedule."

Combination of written and spoken varieties of the English language:

direct address
2nd person pronoun
contracted forms
colloquial words
The three-part statement
predominance of triads, threes and eternal triangl es in cultures from all around the world
"We recognize that a strong country is built from the bottom, not the top; that conformity quickly becomes the enemy of diversity. And that the imposition
of social blueprints leads to authoritarian centralised government. "
Politicians sometimes use the three-part statement when they have only one point to make.
At the 1996 Labour Party Conference, Tony Blair claimed that the three main commitments of the Labour Party were education, education,
education. At the Conservative Party Conference in the same year, that party's main concerns were presented as unity, unity, unity.
Expressive means and stylistic devices (most frequently used):
repetition
parallel structures
antithesis
suspense
climax
rhetorical question
quest ion- in-the- narrati ve

Functions:
I) judgement:
evaluation
functional assessment
correction
interpretation
Example:
The work is impressive.
Mr. Blogg has written a scholarly and entertaining text.
Students will find it particularly helpful.
The bibliography might be augmented.
The book must be seen as an essay in sociology, not linguistics.
2) argument:
principal argument, i.e. the presentation of a general thesis
demonstration requiring the citation, close examination, classification and comparison of details
3) affective element:
 Advcltiscments
Advertising is a form of non-personal presentation to promote ideas, goods and services. At the root of the word advertisement is the Latin verb
"advertere", meaning "to turn towards".
a hybrid discourse type making use of situation, music, pictures etc. and what is "inside the language (graphic and phonic paralanguage.)
fulfils the following basic functions in society:
serves marketing function (persuading people to buy)
educational ( people learn about new products)
economic role (helps increase productivity)
may also amuse, inform, misinform, worry.
Categories of AD ( advertisement ):
medium ( TV, radio, printed)
by product ( perfume, car, chocolate)
by technique ( distinction between the hard sell and the soft sell; distinction between reason and tickle)
by consumer
Ads come in an extraordinary range of forms and contexts.

images (content)
verbal language
phonological
graphological (typographical variations different layouts)
Verbal language:
1. Foregrounding of linguistic units (parallel structures, repetition, pun, figurative expressions - smiling colour hair shampoo)
2. Deviations at various linguistic levels:
compounding ("oatgoodness"),
affixation ( "cookability"),
clipping and blending ("liquidarnosc")
spelling (Wot a lot I got; Milk has gotta lotta bottle)
rhythm and rhyme
3.Intertextuality
4. Peculiar use of pronouns
5. Brevity of expression ( elliptical or telegram-like sentences)
The language of ads is laudatory, positive, unreserved and emphasising the uniqueness of the product.
Advertisements share a lot of qualities with the belles-lettres style and publicist.

CONVENTIONALIZED MET APHORS

Distance

conceptual
input through
rich metaphorical
conceptual concept
structure

religion.
It is removed from the language of everyday conversation and is almost unintelligible.
The language of religion reveals older and modern versions of the English language.
Some older versions - part of peoples' "linguistic consciousness":
(the powers that be, the sweat of your brow, mess of your pottage)
Religious English is not restricted to religious situations. It has a cultural function
in literature for example - for humour.
Stylistically it has much in common with other varieties with of public speaking.
Its vocabulary is extremely distinctive:
archaisms
theological terms
words which are not archaic but very typical of religious utterance (grant, perpetual, body and blood, praise, bless, glorify etc.)
paradoxical equations ( life and death, eat and body drink and blood)
Semantic types
statement of belief
prayer of supplication