STRATEGIJE UBEĐIVANJA U DISKURSU MULTILEVEL KOMPANIJA

Authors

  • Sonja Miletić
  • Branimir Stanković

Keywords:

globalizacija, diskurs, multilevel kompanije, metafore, konceptualne metafore

Abstract

Predmet rada predstavljaju jezičke strategije u persuazivnom (ubeđivačkom) tipu diskursa dvoje zaposlenih u američkoj multilevel kompaniji AmWay. Uočene su značajne razlike u dvama diskursima: u prirodi upotrebljenih metafora (konkretizovane vs. apstrahovane), u reprezanticijama kompanije (kompanija kao mašina vs. kompanija kao porodica), u tipu upotrebljenih  metareprezentacija (replike tipičnih konzumenata vs. pitanja o sopstvenom životu i filozofiji življenja), te sloju ličnosti koji se jezičkim sredstvima želi pokrenuti (racionalni vs. iracionalni).

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References

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Published

2020-09-19

Issue

Vol. 3 No. 3 (2011): PHILOLOGIA MEDIANA 3(2011)

Section

Articles

License

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