Paragraphemic Means of Expressiveness in the English-Language Fashion Discourse
Ryabova Marina Yurievna
Kemerovo State University
Submitted: 28.12.2020
Abstract. The purpose of the study is to identify the main functions of paragraphemic means in the English-language media discourse of the fashion industry. The article analyses a complex of paragraphemic means, including punctuation, font variation and variation in the text’s planar syntagmatics. The work is novel in that when describing the English-language fashion discourse, it is ascertained that functionality of paragraphemic means enhances and enriches semantics of the text’s verbal component in terms of shifting the ideological focus of social values perception, it is proved that syngraphemics is not so much a means of differentiating between units of syntactic sequence of elements as a powerful means of emotional-evocative expressiveness of the text. As a result, it is proved that the expressive function of nonverbal means of the English-language discourse enhances the framing set by verbal and figurative components of information structures.
Key words and phrases: параграфемика, синграфемика, супраграфемика, фэшн- дискурс, вестиментарный код, paragraphemics, syngraphemics, supragraphemics, fashion discourse, vestimentary code
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