Історія розвитку та комунікативні особливості дискурсу англійськомовних політичних спотів

Abstract

The article is devoted to the study of the discourse of English-language political spots. History of development and its communicative peculiarities are analyzed in the article. Political spot is a commercial, promoting a certain political candidate or party. A political spot is also a complex polymodal type of discourse that combines features of advertising and political discourse actualized by verbal and non-verbal means. The history of the discourse development of the English-language political spot is determined by its gradual content and audiovisual complexity: from a question-answer format to a contrasting political advertisement containing positive or negative description of politiсal personality, political symbols, myths, as well as visual metaphors. Communicative features of the discourse of English-language political spots are determined by the situation of its creation and reproduction, characteristics of the addressor and the addressee, the transmission channel, codes with the help of which it is created. The addressor of the discourse is a political personality whose image is created and whose characteristics are described in the political spot. Its addressee is the citizens of the country, who are potential voters. Television and the Internet are main channels used for broadcasting of political spots. The content, compositional and structural organization of the message of the political spot, actualized by a polymodal discourse, is predetermined by its communicative and pragmatic purpose, i.e. formation of valuable perceptions and attitudes of the addressee about the political individual of the spot. The compositional and structural elements of the English-language polymodal discourse are represented by introduction, main and final part, represented by an echo phrase or a slogan. The communicative and pragmatic purpose of the introductory part is to introduce the topic and establish contact with the addressee. Informing and persuading the addressee is the aim of the main part of the discourse. Its final part contributes to summarizing the content of the main text, encouraging the addressee to act, and shortening the distance between the addressor and the addressee.