Startseite Linguistik & Semiotik Genre shifts in Israeli campaign advertisements: Strategies and rhetorical functions
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Genre shifts in Israeli campaign advertisements: Strategies and rhetorical functions

  • Pnina Shukrun-Nagar

    Dr Pnina Shukrun-Nagar is a senior lecturer in the Department of Hebrew Language at Ben-Gurion University of the Negev, Israel. Her primary fields of research are discourse analysis and pragmatics, with a focus on linguistic devices used for persuasion in political texts and mass media texts. Address for correspondence: Ben-Gurion University of the Negev, Beer-Sheva 84105, Israel. Email: pshukrun@bgu.ac.il

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Veröffentlicht/Copyright: 13. März 2019

Abstract

The present article addresses genre shifts in Israeli political campaign in 2013, specifically written advertisements published in newspapers, on the Internet, on stickers, in leaflets, and on billboards. I examine shifts to diverse genres (protest slogans, writing on social networks, personal conversation, a math exercise etc.), and analyze various discursive and para-linguistic strategies by means of which these shifts are implemented: use of registers and sociolects identified with particular genres; syntactical, semantic and lexical repetitions; graphic, typographical, and visual elements, etc. I show that due to the expectations of the addressees regarding the reconstructed genres and the addressing parties, genre shifts may serve to fulfill two main pragmatic-rhetorical functions: (1) Promoting messages regarding the desired conduct of the voters during the elections; (2) Self-positioning of the parties, either to strengthen their existing image among the public or to create a new, surprising one. I thus emphasize the key role played by genre shifts in the intertextual phenomenon of integrating semiotic meanings into a linguistic text; specifically in this case, integrating cultural-societal meanings into campaign advertisements.

About the author

Pnina Shukrun-Nagar

Dr Pnina Shukrun-Nagar is a senior lecturer in the Department of Hebrew Language at Ben-Gurion University of the Negev, Israel. Her primary fields of research are discourse analysis and pragmatics, with a focus on linguistic devices used for persuasion in political texts and mass media texts. Address for correspondence: Ben-Gurion University of the Negev, Beer-Sheva 84105, Israel. Email: pshukrun@bgu.ac.il

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Published Online: 2019-03-13
Published in Print: 2019-03-26

© 2019 Walter de Gruyter GmbH, Berlin/Boston

Heruntergeladen am 5.2.2026 von https://www.degruyterbrill.com/document/doi/10.1515/text-2019-2027/html
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