Understanding Argumentative Texts, Advertising, and Semantic Change
Argumentative Texts
Argumentative texts aim to convince others of the ideas or opinions presented. The thesis is the central idea being defended, and the arguments are the reasons supporting it.
Types of Argumentative Texts
- Scientific Thesis: Academic texts where experts argue the results of their studies.
- Philosophical Treatise: Intellectual texts offering ideas on social, political, and economic thought.
- Essays: Literary texts presenting views on various topics.
- Opinion Articles: Found in newspapers, where experts defend their views on current issues.
- Advertising: Uses arguments to create a desire for a product or behavior.
Structure of Argumentative Texts
- Thesis: The main idea or opinion the author holds.
- Body of Argument: Contains the reasons and evidence supporting the thesis. These must be relevant to ensure acceptance of the thesis.
- Conclusion: Summarizes the arguments and restates the thesis.
Classes of Arguments
- Cause and Consequence: Establishes a causal relationship between facts.
- Authority: Quotes opinions from a respected figure in the field.
- Exemplification: Provides concrete examples to support the thesis.
- Logical Arguments: Uses factual and rational reasons.
- Counterarguments: Presents arguments against the thesis, then refutes them to strengthen the original thesis.
Advertising as Argumentation
Advertising seeks to persuade the recipient to purchase a product or adopt an idea. It is an argumentative text with specific characteristics.
Key Aspects of Advertising
- Receiver: Targeted audience for the product.
- Physical Medium: Where the advertisement appears (written, oral, visual, or audiovisual).
Advertising Language
Language is crucial for selling and persuading. The primary function is appellate, seeking to influence the recipient. Advertising language is often connotative, using subjective meanings and emotional appeals.
Elements of Advertising
- Brand: The name of the company or entity.
- Logo: A visual symbol representing the brand.
- Slogan: A short, memorable phrase designed to impress the consumer.
Statements and Sentences
A statement is a unit of communication, which can be a word, a group of words, or a sentence.
Classes of Statements
- Non-Sentence: Lacks a verb in a personal form (e.g., God!, Good!, Uff!).
- Sentence: Contains a verb in a personal form.
Independent Sentences
An independent sentence is a grammatical unit with at least one predicate, expressing a complete thought and intonation, separated by punctuation marks.
Specific Word Usage
Only (adverb): Just came my friends. Only (adjective): I went alone to the movies.
Still (adverb of time): I do not know yet if it will come. Yet (even equals): It is not so, not even half.
Semantic Change
Semantic change refers to the alteration of a word’s meaning. Causes include historical or technological changes and psychological associations.
Types of Semantic Change
- Restriction of Meaning
- Extension of Meaning
- Use of Expressive Resources
Examples of Semantic Change
- Metaphor: Using a word to name a new reality similar to the first (e.g., mouse for a computer device).
- Metonymy: Using a word to name a new reality based on a relationship (e.g., drinking two cups, meaning coffee or tea).
- Irony: Using a word ironically to convey the opposite meaning.
- Ellipsis: A word acquires meaning from the word that usually accompanies it (e.g., coffee cut, meaning coffee with a bit of milk).