Genre shifts in Israeli campaign advertisements: Strategies and rhetorical functions

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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.

Original languageEnglish
Pages (from-to)261-288
Number of pages28
JournalText and Talk
Volume39
Issue number2
DOIs
StatePublished - 1 Mar 2019

Keywords

  • election campaign
  • electoral campaign
  • genre shift
  • persuasion
  • positioning

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