A Focus-Based Study of English

Demonstrative Reference
With Special Reference to the Genre of Written Advertisements

Present by Hongni Gou, Molly Liu and Nannan Mei

Summary
Studies of Demonstrative Reference
Traditional Accounts

Proximity: spatial, temporal, subjective/abstract, psychological/emotional

anaphoric (backward reference) & cataphoric (forward reference)
Alternative Approaches

Proximity: imprecise & inadequate

Focus
Spoken versus Written Discourse
Spoken
Written
Reject the traditional near/not-near
distinction.
Propose this, that and it are markers of high,
mid and low focus in spoken discourse.
Focus is defined in this framework as the
degree of attention given to the referent
(spoken).
it>that>this
Writers use this to direct more attention to
the referent crucial to their purpose, while that
is used to direct readers attention to the entity
which play only supporting roles
(Nishimura,1996) (written)
this shows high frequency in written
discourse
The study
Approach: focus-based
Purpose: to investigate the function and use of English demonstrative reference
Genre: written advertisement-persuasive discourse
Data: 106 advertisements (magazines);product-selling/commercial consumer
advertising;various products;323 tokens were found.
Analysis:tokens were counted and classified according to the following criteria:
function (for this and that only): head or modifier;
type of reference: anaphoric, cataphoric, exophoric, nonphoric;
kind of referent: central (product-referent) versus peripheral (nonproduct referent) reference.
Results and Discussion

General Results: it (62%)>this (21%)>that

(17%)
Central Reference-product

it (76%)> this (24%)> that (0%)

Three notable tendencies:
An overwhelming preference for this over that-high focus on the product
A preference for this as a modifier rather than a head-emphasizing multiple
facets of one product
A tendency toward more frequent use of cataphoric reference than in most
other types of discourse-1. marked choices are less unusual and unexpected
which compel notice (this-unmarked; it-marked); 2. when it marks cataphoric
reference, the referent is delayed, which will stimulate the readers to read the
advertisement carefully.
Peripheral Reference-nonproduct

it (52%)>that (29%)>this (19%)

The noticeable uses of demonstratives:
Role of that in Peripheral Reference-1. more frequently as a head than
modifiers; 2. as a head, refers back to a preceding part, and signals textual
reference
Textual Reference-both that and this often refer to a preceding part of the text
when they are functioning as modifiers, as well as in plural form
Discussion Questions

1. What demonstrative references are included in your discourse?

2. Try to identity the function (head or modifier?), the type of reference (anaphoric,
cataphoric, exophoric, or nonphric?), and whether it belongs to central or peripheral
reference.

3. What effects each reference has on the discourse? And how does the reference
enhance the product image and persuasiveness of the advertisement? You can
analyze the references in terms of focus level, information delivering, curiosity
arousing, ect.