Kalbos aktai „Naujosios Romuvos“ (1931–1940) higienos ir kosmetikos reklamose

BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ Lietuvių kalbos institutas LANGUAGE ACTS OF NEW ROMANIA (1931–1940) HIGIENOS IR KOSMETIKOS REKLAMOSE KEY WORDS: linguistic pragmatics, language acts, representatives, directives, commissions, expressives, hygiene advertising, cosmetics advertising, „Naujasis Romuva“. INTRODUCTION The subject of this article is the language of hygiene and cosmetics advertising in the New Romania (1931–1940). For the analysis, visual advertisements printed in the culture, literature and art magazine NR, published in Kaunas in 1931–1940 and in Vilnius in 1940, were selected. The editor and publisher of the magazine is Juozas Keliuotis. Although the advertising of NR (1931–1940) has been examined by scholars from various aspects (Bankauskaitė-Sereikienė, Vaitelytė 2010: 145–158; Bankauskaitė-Sereikienė, Keturakienė 2014: 177–189 and others), from a pragmatic point of view, the advertising of this publication has not been studied at all. Em p i r i n ę me d ži a g ą, excluding repetitive advertisements, consists of 176 hygiene and cosmetics advertisements, which are analyzed in this article by applying the theory of speech acts. Although, taking into account the economic and cultural level of Lithuania at the time, it is buvo ribotas dėl pasiūlos stygiaus ir skeptiškos visuomenės nuostatos (plačiau žr. Jankevičiūtė obvious that the amount of advertisements in the interwar period was relatively small (2015: 29), certain trends in interwar Lithuanian hygiene and cosmetics advertising can also be seen from the 1 limited empirical material of the publication NR. Straipsnio t i k s l as – nustatyti, kokie kalbos aktai ir mikroaktai vyrauja NR (1931–1940) higienos ir kosmetikos reklamose. 1 Visual advertising of interwar Lithuania collected from various publications are presented in the book Interwar Lithuania reklama (Minkevičius 2015). Agnieszka Aleksa. Language acts in hygiene and cosmetics advertisements of New Romuva (1931–1940) | 2 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 The origins of this linguistic direction are linked to the works of Charles Peirce and Charles William Morris (Župerka 2008: 41). It was Charles William Morris who divided semiotics, i.e. the science of signs, into three branches of study: “syntax, which studies the formal interaction of signs; semantics, which studies the interaction between signs and the objects that represent them; pragmatic, which investigates interaction Župerka 2008: 42). Pragmatics studies, beginning with Ch. In the works of W. tarp ženklų ir interpretuotojo“ (Levinson 2000: 1–2, cituojama iš Satkauskaitė 2011: 5; dar žr. Morris, "defeated the preconception of structuralist linguistics that language is a system independent of users. We started to study how people use language in real situations” (Satkauskaitė 2011: 5). John Langshaw Austin’s theory of speech acts became the cornerstone of linguistic pragmatic Herberto Paulo Grice’o pateikta pokalbio implikatūros (angl. conversational implicature) teorija theory of language usage (Zaikauskas 2002: 145; Ryvitytė 2011: 10; Satkauskaitė 2011: 55; more on P. Grice’s presentation in the interview with the university philosopher J. L. Austin, although the implikatūros teoriją žr. Bach 2003: 155–156). Kalbos aktų teorijos ištakos siejamos su Oksfordo seeds of this theory can also be found in Ludwig Wittgenstein’s “language games” (Župerka 2008: 42; Ryvitytė 2011: 49). The most important statements in the theory of language acts were presented by Austin in lectures at Oxford University (1952–1954) and Harvard University (1955). His lecture notes were published in the 1962 book How to Do Things with Words. The theory of speech acts formulated by J. L. Austin was further refined and developed by his pupil John Rogers Searle (Ryvitytė 2011: 49; see also: Bach 2003: 147). Speech acts are the actions that a speaker performs 1. ‘locutionary act’ means the act pasakymais (Ryvitytė 2011: 49). Kiekvieną kalbos aktą sudaro trys atskiri aktai: of producing, uttering or recording a meaningful linguistic expression; 2. illocutionary act – the act that the speaker intends to perform when he pronounces pasakymą, komunikacijos tikslo išreiškimas (pvz., įsakymas, įsipareigojimas, atsiprašymas, a pledge, etc.); doi.org/10.35321/bkalba.2019.92.06 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 3 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 3. perlocutionary act – the act of affecting the listener with the uttered statement (e.g., persuasion, deterrence, intimidation, insult)” (Ryvitytė 2011: 56; see also Yule 1996: 48–49; 2 Bach 2003: 149–151; Satkauskaitė 2011: 56). Birutė Ryvitytė points out the main differences between ilocution and perlocution. The illocutionary act shows the speaker's intention, and the perlocutionary act is not always what the speaker intended. The speaker controls the illocutionary acts, but not the perlocutionary ones. Illocutional acts are revealed during speech, and perlocutional acts only after something has been said (Ryvitytė 2011: 57). Kalbos aktų teorija nepraranda aktualumo, priešingai, keletą pastarųjų dešimtmečių pragmatinė lingvistika plėtojama būtent kaip kalbos aktų teorija (Dobržinskienė 2010a: 58). CLASSIFICATION OF LINGUISTICAL ACTS AND MICROACTS The first classification of acts of speech was made by J. L. Austin, but J. R. Searle’s classification is now prevailing (Ryvitytė 2011: 59). The table shows the data of the author’s systematized classification of speech acts and microacts (Hilbig 2009: 39; Ryvitytė 2011: 60; Satkauskaitė 2011: 60; Dobržinskienė 2012: 38–42; see also Yule 1996: 53–54; for more on microacts in advertising see. 2008: 44–47. TABLE. Description of the classification of language acts and microacts Eil. nr. Kalbos aktai Būdingi veiksmažodžiai Kalbos aktų mikroaktai 1. Affirmation, presentation, / assertives are the only performative verbs that have the meaning of justice, they express the speaker’s position regarding the propositional content of the performed speech act, e.g., I affirm, I doubt, I deny. Jais –justification, Representatives (si), description, assumptions, information, praise application, conditions. 2 The term used to describe this effect is the perlocution effect (Hindelang 2000: 11, quoted from Satkauskaitė 2011: 57). Usually, almost all elocution acts aim at a certain perlocution effect, only the speaker cannot be sure that he will succeed in influencing the listener, i.e. achieving the perlocution effect (Satkauskaitė 2011: 57). Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 4 doi.org/10.35321/bkalba.2019.92.06 The speaker says that the proposition expressed by the BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Eil. nr. Kalbos aktai Būdingi veiksmažodžiai Kalbos aktų mikroaktai statement is correct. Directives are attempts by the expresses in the propositional content of the speech act, e.g., I order, I ask, I forbid. speaker to influence the listener command, urge, prohibit, indicate, advise, offer, recommend, allow, ask. to do or not to do what he instruction, offer, request, advice and recommendation, invitation, order. Promise, guarantee, promise, commits himself to do in the future what he expresses in the propositional content of the speech act, e.g., I commit, I swear, I promise. congratulations, sorry, guarantees, commissions swear, commit, agree, threaten, bet, offer. wish, 4. Expressives (expressives) express (commissives) – the speaker commitment. speaker, the attitude to certain (if defined at all), situation, e.g. sorry. things, defined in the propositional sympathy, greeting, greeting(s), wishing, thanking. curse, curse, the psychological state of the apologize. content complaining, congratulating, 5. Declaratives create legal facts expressed in (but not described) proposition of the speech act, e.g. I grant a scholarship, dismiss, declare war. Declaratives are intended to change the current reality and usually take place in certain institutions, such as school, church, parliament, etc. Resignation, dismissal (what from what), nominate, declare (war), surrender, – baptize, marry, name, accuse, acquit, etc. arrest, grant pardon, Agnieszka Aleksa. Language acts in hygiene and cosmetics advertisements of New Romuva (1931–1940) | 5 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 ANALYSIS OF LINGUISTICAL ACTS AND MICROACTS IN NEW ROMANIA (1931–1940) HIGIENOS IR KOSMETIKOS REKLAMOSE Advertising theorists claim that 3 advertising is a communication process (Smetonienė 2009: 20), although advertising differs from other acts of communication in that its aim is “not only to convey information, but also to affect the listener and obtain the desired emotional reaction” (Smetonienė 2009: 21). For this reason, the perlocution act is particularly important in advertising, because during it "it is attempted to force the listener to form a correlational attitude and act in a certain way. (...) Another purpose of this act is to convince the addressee that he will ultimately do what is requested” (Bach, online, quoted from Smetonienė 2009: 22), in other words, the addressee’s action must bring benefit, or rather profit, to the addressee. Advertising, by perfectly expressing its purpose, performs a communicative act (Dobržinskienė 2010a: 59), therefore linguists study it in three aspects: 1) language culture, 2) stylistics and 3) linguistic pragmatics (Župerka 2008: 12). “Pragmatic linguistics investigates the relationship between the means of language and their users” (Župerka 2008: 16), therefore, if, when examining the linguistic expression of advertising, the relationship of that expression with the recipient of the language act or the sender of the language act (advertiser) is analyzed, advertising is viewed from the positions of linguistic pragmatics (Župerka 2008: 16). When studying advertising in terms of linguistic pragmatics, attention should be paid to the usage of terms: the advertising text is replaced by the advertising act, the entire advertising text is considered a macroact of language, which in turn is divided into smaller microacts (Župerka 2008: 16). The empirical material of this article consists of 176 hygiene and cosmetics advertisements, which are analyzed by applying one of the tools of linguistic pragmatics – the theory of language acts. After analyzing the empirical material, it was established that in the hygiene and cosmetics advertising of the NR (1931–1940) the following categories of language acts are used: 1) representative (82.7%); 2) Directives (12.6%); 3) commissions (3.6%) and 4) expresses (1.1%). No declarative language acts were found in the texts of the examined advertisements (see figure). 3 The word advertising is derived from the Latin word reclamo, which means “I shout, I scream” (Smetonienė 2009: 7). AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 6 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 PAV. The language of hygiene and cosmetics advertising in New Romania (1931–1940) acts the NR kosmetikos reklamose vyraujančių reprezentatyvų (82,7 proc.) funkcija – „užfiksuoti speaker’s responsibility for the communication of the situation of certain things, for the correctness of the opinion expressed” (Searle 1986: 181, quoted from Dobržinskienė 2010b: 15; see also Yule 1996: 53). Representatives are particularly favourable for advertising creators, because they are not as imperative and obvious as directives, their purpose is to lure, tempt, charm the addressee so that he purchases the advertised product (Dobržinskienė 2010b: 23). Directives usually “indicate an act of the addressee’s will, which expresses the speaker’s attempts to get the listener to do something” (Searle 1986: 182, quoted from Dobržinskienė 2010b: 15; see also Yule 1996: 54). Unlike representatives, directives have a rather pronounced tone of insistence and may therefore be unacceptable to a particular social group. It is likely that for this reason, the creators of hygiene and cosmetics advertisements use less directives (12.6%) for communication reasons. Infrequently used commissions (3.6%) in NR advertisements aim to “impose on the speaker obligations to perform certain future actions or to adhere to certain rules of conduct” (Searle 1986: 182, quoted from Dobržinskienė 2010b: 15; see also Yule 1996: 54). Publication No. (1931–1940) higienos ir kosmetikos reklamose ekspresyvų taip pat vartojama mažai (1,1 proc.), doi:10.35321/bkalba.2019.92.06. 82,7 % Directives 12.6 % Komisyvai 3,6 % Ekspresyvai 1,1 % AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 7 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 because their purpose is to “express a psychological state determined by the condition of openness, taking into account the position of things defined by propositional content” (Searle 1986: 183, quoted 2010b: 16; dar žr. Yule 1996: 53). Ekspresyvų aktai apskritai nėra dažni ne tik tarpukario from Dobržinskienė 2010a: 61). There are no declaratives in advertisements during the period under investigation because they create legal facts (see also Yule 1996: 53). It is obvious that “[i]n advertising, the expression and importance of these linguistic acts are not equal: representatives are predominant, directives strengthen the influence and impact of advertising, commissions and expressives are rarely used, because the commissions expression obliges to promise or guarantee, and funkcija retai tinkama reklamos tekstams“ (Dobržinskienė 2010b: 16; dar žr. Župerka 2008: 44). the expressive ones are more important for the creators of ads to choose the appropriate linguistic act and micro-act that would encourage the addressee to purchase the advertised good or use the advertised service. REPRESENTATIVE MICROACTS The advertisements for hygiene and cosmetics found in the publication NR (1931–1940) (see Searle 1976: 10–11; 16–17) are divided into 1) affirmation (50.2%), 2) praise (25.5%), 3) criticism (25.5%), 4) praise (25.5%), 5) criticism (25.5%), 6) criticism (25.5%), 7) criticism (25.5%), 8) criticism (25.5%), 9) criticism (25.5%), 10) criticism (25.5%), 11) criticism (25.5%). informavimo (18,7 proc.), 4) prielaidos (3,3 proc.), 5) sąlygos (1,6 proc.) ir 6) pataikavimo (0.7%) microacts. Affirmative microacts (50.2%), which are characterized by declarative sentences, strongly support intonacija glaustai apibrėžia reklamuojamo produkto savybes, ypač daug dėmesio skiriama the advantages of the advertised product, therefore, the addressee’s desire to purchase the product is aroused. Confirmatory sentences do not allow doubting the benefits of the products or services offered. Such advertising texts are dominated by the present tense forms of the direct narrative, which “most often expresses actions that the speaker considers real” (DLKG 2006: 305), e.g. : ODEVEN eliminates dandruff and strengthens hair growth. (No. 1932, No. AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 8 49) doi:10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Cream "Metamorphosis" Vaistija quickly and definitively eliminates slags, pimples and dedervinas, makes the face young, white, and soft, and also protects nuo saulės nudegimo. (NR 1932, nr. 13) Shaving with the Figaro shaving cream makes the face odą švelnią ir minkštą. Veikia gaivinančiai. (NR 1935, nr. 35–36) KAIP MAUDYKLĖS GAIVINA KŪNĄ so Chlorodont toothpaste refreshes and cleans the mouth and teeth, especially after intensive tobacco, rūkymo ar po darbo dulkėtame, sausame ore tuoj there is a feeling of pain and pleasure that gives the mouth cleaning with Chlorodont toothpaste. (No. 1937, No. 25-26) every hairstyle like an invisible hair net. Agnieszka Aleksa. Language acts in hygiene and cosmetics advertisements of New Romuva (1931–1940) | 9 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Glaudin NERIEBALINĖ plaukų tepimo priemonė palaiko (No. 1938, No. 7) Microacts of praise (25.5%) usually hyperbolized the characteristics of the advertised product or praised the addressee, i.e. deliberately manipulated the feelings of the recipient of the speech act, because “this stimulates the desire to be similar to the advertised object and acquire the properties attributed to it; Advertising moves the consumer’s feelings and imagination and begins to operate on the manipulative principle of self-identification” (Alus lietuvių kultūroje, 2007: 139, quoted from mikroaktams būdinga gramatinės raiškos priemonė – būdvardis (paprastai aukščiausiojo laipsnio), pasitaiko vienas kitas prieveiksmis. Reklamuojamas produktas ar paslauga dažniausiai giriami Dobržinskienė 2010a: 60). In the following statements: The significantly increased turnover allows us to increase the extremely gentle and pleasant "MESEFAIDEAL“ SOAP in black and gold packaging. <...> In this way, everyone will be able to use this wonderful piece of modern cosmetics in the future, which can only be compared with some very expensive foreign products. (1932, no. 13) Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 16 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Precious as pearls your teeth! (No. 182-183). Your true beauty will be revealed by a real toilet soap from Berar “Kipro Petrauskas”. (No. 1939, No. 16) Summarizing the representatives of hygiene and cosmetics advertising in the publication No. (1931–1940) mikroaktus, galima teigti, kad šių mikroaktų vartosenos dažnis reklamose nėra vienodas: dažniau funkcionuoja teigimo, gyrimo(si) ir informavimo mikroaktai, visai reti yra prielaidos, sąlygos ir pataikavimo mikroaktai. MICROACTS OF DIRECTIVES According to Rasa Dobržinskienė, “[a]dvertising is not only characterized by imperativeness, it is necessary, it is simply necessary. This is determined by its pervasive nature, for which a clear semantic and grammatical expression is relevant” (Dobržinskienė 2010b: 22), yet directives (see Searle 1976: 11; 17) are used AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 17 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 cautiously, after careful consideration of their communicative effectiveness, taking into padėtį, juk „imperatyvi kalba turi būti saikinga, priešingu atveju ji įgaus agresyvaus tono ir taps account the age of the addressee, social background, etc.) and aggressive tone may not encourage the purchase of the product, but discourage it. The directives (12.6%) found in the hygiene and cosmetics advertisements of the magazine (1931–1940) are divided into microacts of 1) exhortation (76.2%), 2) instruction (19%), 3) request (3.6%) and 4) advice and recommendation (1.2%). The recipient of a micro-act is encouraged to purchase the advertised product, after all, “the aim of most directives is to get the recipient to do something useful for the recipient” (Zaikauskas 2002: 147). In hygiene and cosmetics advertisements, the incitement is expressed in affirmative and exhortative exclamation sentences, they use the imperative singular and plural forms of the verbs in the second person. In this way, the will of the sender of the speech act is expressed, so that the desired action takes place (DLKG 2006: 304; see also Župerka 2008: 34; 36). It should be noted that in the advertising texts the plural of verbs predominates, which indicates a respectful, polite relationship with the addressee, and in the singular advertisements the singular is used very formos veiksmažodžiais familiariai, draugiškai kreiptasi į vaikus ar jaunus žmones. Matyti, kad carefully in order not to offend the solid addressees, cf. : For oral hygiene and dental care use only Odol (No. 1931, No. 46) AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 18 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Prauskis A. Mogilevski and his son Boro thymol soap and pasilik nuolat jauna! (NR 1933, nr. 115) Young mothers, take care of your children's teeth! – always use CHLORODONT toothpaste, jautriai vaiko dantų emalei nekenkia. (NR 1934, which is no. 174-175) Show your gums, Maryte, See how healthy and white they are thanks to Chlorodont. <...> So, mothers, give your children Chlorodont toothpaste, which is especially suitable for the care of children's teeth. <...> Use Chlorodont sparkling. (No. 1937, No. 37-38) advertised as a good, provided a service, even taught how to behave in one or another situation in life. The microact of the mikroskopiškai smulkaus grūdo ir malonaus skonio instruction is expressed by statement sentences with the modal verb need to. The conjugation of verbs used in some advertising texts offers various possibilities for interpretation. These sentences leave the possibility for the addressee to insert the omitted modal verb or its form Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 19 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Require only ODORON GerMaPo in all pharmacies and cosmetic stores. (No. 1938, No. 25-26) Instrukcijos mikroaktais (19 proc.) adresatui duodami nurodymai, kaip naudotis (necessary, necessary, mandatory, recommended, advised, etc.). Participants recommended, advised indicate, verbs (participants) need, necessary, mandatory emphasize the necessity of performing an action, e.g. : BORO THYMOLE SOAP, containing a high excess of oil to nourish the skin. (No. 114, 1933) kad adresatui paliekama laisvė apsispręsti, ar atlikti nurodytą veiksmą, o modaliniai Kaip tik tada, negu kada nors reikia būtinai praustis perriebintu A. Mogilevskio ir sūnaus Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 20 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Sunbathing only when the body is dry; all year round first rub and repeat tatai pagal reikalą. (NR 1934, nr. 180–181) But first of all, to rub and never to remember sun baths when the body is wet, and therefore to visumet turėti galvoje: Su NIVEA ora ir saulutėje. (NR 1934, nr. 182–183) Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 21 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 This requires the use of GLAUDIN non-greasy hairstyle support, acting as a hair nurse! Only once in the morning you need to rub the hair GLAUDIN, and every hairstyle, smooth or uneven, will look great. (No. 1937, No. 41) Leidinio NR higienos ir kosmetikos reklamose reti prašymo (3,6 proc.) mikroaktai, kuriais kreipiamasi į adresatą ir mandagiai prašoma vykdyti adresanto valią. Prašymas reiškiamas use declarative sentences with the permutative verb prašome and the form derived from it prašom. In the dictionary of contemporary Lithuanian language (hereinafter – DŽ7) please is described as an emoticon. The Lithuanian language dictionary (hereinafter – LKŽe) indicates that this emoticon is used with the meaning “please, offer (politely inviting, asking, urging)”. This is an extremely respectful expression of request. In advertising texts, the polite word please is more common, e.g. : Please make sure. (No. 1931, No. 50) AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 22 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 But please don't rub niekumet su šlapiu your body, but first rub it well Nivea cream or oil. (No. 27-28, 2005). Please visit the best Hairdresser (NR 1935, pp. 51–52. One microact of advice and recommendation (1.2%) was found with the participant of the permutative verb advice, which is not typical for advertising texts. In the absence of a clearly defined scope for the advertiser, the advertiser is not required to offer the advertised product to the recipient. In this case, the creator of the advertisement gives the recipient advice, showing obvious confidence – the recipient will be able to make the right choice, e.g.: recommendations Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 23 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Because SKUTAL is economical, it is recommended for use in hairdressers and shavers themselves. (NR 1936, no. 6) Apibendrinant leidinio NR (1931–1940) higienos ir kosmetikos reklamų direktyvų mikroaktus, galima teigti, kad šių mikroaktų vartosenos dažnis reklamose nėra vienodas: dažniau funkcionuoja raginimo ir instrukcijos mikroaktai, visai reti yra prašymo bei patarimo ir microacts. KOMISYVŲ MIKROAKTAI The commissions found in hygiene and cosmetics advertisements in the journal NR (see Searle 1976: 11–12; 17–18) (3.6%) split into microacts of 1) promise (95.8%) and 2) guarantee (4.2%). the Pažado (95,8 proc.) mikroaktai dažniausiai reiškiami konstatuojamųjų sakinių future tense of the verb, which indicates “the actions expected in the future and therefore less realistic, [...]. It can be used to express a firm belief that an action will certainly take place, <...>“ (DLKG 2006: 299): Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 24 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 Your skin will become resistant to winds and bad weather; it will always be tender and soft, like velvet. (No. 159, 1934) Then no weather will harm your skin and everyone who sees you will envy your soft, velvety skin. (No. 1934, No. 164) You will definitely avoid the danger of sun spots and get a natural tan sooner. (NR 1935, nr. 23–24) Agnieszka Aleksa. Language Acts in Hygiene and Cosmetics Advertising in New Romuva (1931–1940) | 25 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 ... and you will enjoy using toothpaste MIRADONT. (1936, no. 39) Hygiene and cosmetics advertisements used one micro-act of guarantee (4.2%), similar to the micro-act of promise, so it is assigned to this subtype conditionally, e.g. : You will see that the quality of the products of “FLORANCE” Kaunas is no less than foreign ones. (No. 1932, No. 50) Apibendrinant leidinio NR (1931–1940) higienos ir kosmetikos reklamų komisyvų microacts, it can be said that the microacts of promise prevail in advertising. EKSPRESYVŲ MIKROAKTAI Rarely used expressive NR in hygiene and cosmetics advertising (see Searle 1976: 12–13; 18–20) (1.1%) can be divided into 1) emotion (60%) and 2) gratitude (40%) microacts. AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 32 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 LITERATŪRA B a c h K. 2003: Speech Acts and Pragmatics. – Blackwell. Guide to the Philosophy of Language. Red. Michael Devitt ir Richard Hanley, 147–167. Oxford: „Blackwell“. B a n k a us k a i tė -S e r e i k i en ė G., K e t u r a k i e n ė E. 2014: Amžinas dabartiškumas Naujosios Romuvos (1931–1940) reklamose. – Respectus Philologicus 26 (31), 177–189. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB0001:J.04~2011~1481794657758/J.04~2011~1481794657758.pdf. B a n k a us k a i tė -S e r e i k i en ė G., V a i t e l y t ė J. 2010: Kultūrinės vertybės „Naujosios Romuvos“ (1931–1940) reklamose. – Respectus Philologicus 18 (23), 145–158. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB0001:J.04~2010~1367176049091/J.04~2010~1367176049091.pdf. D L KG 2006 – Dabartinės lietuvių kalbos gramatika. Red. V. Ambrazas. Vilnius: Mokslo ir enciklopedijų leidybos institutas. D o b rž i n s k i en ė R. 2010a: Vyrams skirtų produktų televizijos reklamų mikroaktų raiška. – Kalbų studijos 17, 58–64. Prieiga internete: https://www.kalbos.lt/zurnalai/17_numeris/09.pdf. D o b rž i n s k i en ė R. 2010b: Adresanto ir adresato santykių raiška televizijos reklamose. – Filologija 15, 14–27. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB0001:J.04~2010~1367173483332/J.04~2010~1367173483332.pdf. D o b rž i n s k i en ė R. 2012: Pragmatinė lingvistinė televizijos reklamų komunikatų analizė. Daktaro disertacijos santrauka, Vilnius: Vilniaus universitetas. H i l bi g I. 2009: Lietuvių ir anglų lingvistinis mandagumas: prašymai. Daktaro disertacija, Vilnius: Vilniaus universitetas. Y u le G. 1996: Pragmatics, Oxford: Oxford University Press. J a n k e vi č i ū t ė G. 2015: Keli žodžiai apie tarpukario Lietuvos reklamą. – Tarpukario Lietuvos reklama, 29–37. M i n k e v i či u s R. 2015: Tarpukario Lietuvos reklama, Kaunas: BALTO print. R y v i ty t ė B. 2011: Lingvistinės pragmatikos įvadas, Vilnius: Vilniaus universiteto leidykla. AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 33 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 S a t k au s k a i tė D. 2011: Lingvistinė pragmatika, Kaunas. Prieiga internete: https://www.knf.vu.lt/dokumentai/failai/katedru/germanu/Satkauskaite_LINGVISTINE_ PRAGMATIKA_elektronine.pdf. S e a r le J. 1976: A Classification of Illocutionary Acts. – Language in Society 5 (1), 1–23. Prieiga internete: https://sites.duke.edu/conversions/files/2014/09/Searle_IllocutionaryActs.pdf. S e n ū t a P. 2015: Kuo skiriasi tarpukario reklama nuo šiandieninės? – Tarpukario Lietuvos reklama, 141–145. S m e t on i e nė I. 2009: Reklama... Reklama? Reklama! Vilnius: Tyto alba. Z a i k au s k as E. 2002: Šnekos akto dalyvių strategija, socialiniai vaidmenys ir tipai lietuvių kalboje. – Acta Linguistica Lithuanica 46, 145–172. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB0001:J.04~2002~1367164516657/J.04~2002~1367164516657.pdf. Ž u p e rk a K. 2008: Reklamos tekstas: pragmatika, stilius, kalba, Šiauliai: Šiaulių universiteto leidykla. Gauta 2019 07 21 Priimta 2019 12 18 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 34 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 SPEECH ACTS OF HYGIENE AND COSMETICS ADS IN THE NAUJOJI ROMUVA (1931–1940) S u m m a r y The object of study of this article is the speech acts of ads for hygiene and cosmetics products in the Naujoji Romuva (NR) (1931–1940). The empiric material, repetitive ads excluded, consists of 176 ads for hygiene and cosmetics products that are analysed in this article on the basis of the theory of speech acts. Although, taking into account the economic and cultural level in Lithuania of that time, the number of advertisements was limited due to the scarcity of supply and sceptical attitudes of the society (Jankevičiūtė 2015: 29), the scant empirical material from the NR publication showcases certain trends in hygiene and cosmetics ads in Lithuania between the two world wars. The goal of the article is to identify the speech acts and micro acts that prevail in the NR hygiene and cosmetics ads from 1931–1940. The study has showed the following categories of speech acts to be used in ads for hygiene and cosmetics: (1) representatives (82.7%); (2) directives (12.6%); (3) commissives (3.6%), and (4) expressives (1.1%). No declarative speech acts were found in the ad copy researched. A qualitative analysis of the representatives has revealed that the more prevalent are the micro acts of assertion (50.2%), praise or boasting (25.5%), and information (18.7%), while the presence of the micro acts of assumption (3.3%), condition (1.6%), and cajolement (0.7%) is scarce. An analysis of the directives in the ads has showed that the micro acts of encouragement (76.2%) and instruction (19%) occur more frequently, and the micro acts of requesting (3.6%) and advising and recommending (1.2%) are very rare. The rare commissives (3.6%) in the ads appearing in the periodical that was in circulation between the two world wars are split into the micro acts of (1) promising (95.8%) and (2) assuring (4.2%). The expressives that make a seldom appearance (1.1%) in hygiene and cosmetics ads in the NR of the period between 1931 and 1940 can be divided into the micro acts of (1) emotions (60%) and (2) thanksgiving (40%). AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 35 doi.org/10.35321/bkalba.2019.92.06 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 It is evident that efforts were made to appeal to the reader in the ads for hygiene and maintaining a cosmetics in the NR, employing a variety of methods to make the ads effective yet always respectful, polite relationship with the addresses (the copy dominated by words in plural with singular only used to address children or young people in a familiar, friendly fashion; some syntactic constructions with polite words, etc., are present). The copy followed the principle qualities and of economy of language, with short, suggestive declarative sentences prevalent to highlight the advantages of the underlying product using a firm, sure intonation. Such sentences expression were left no doubt as to the benefits of the products or services on offer. Various tools of linguistic employed to affect the feelings and imagination of the addressee. The most used to describe the common tool of grammatical expression was adjectives (superlatives as often as not), which were qualities of the underlying product with a certain degree of exaggeration. The choice wilfully leaned towards adjectives that would only arouse positive emotions in the and cosmetics ads in the NR is addressee (soft, pleasant, and so on). Obviously, the importance of speech acts in the hygiene rather variegated. From the viewpoint of the motivation of communication, the speech acts and micro-acts aimed to respectfully inspire the addressee to buy the product on offer were the more prevalent. KEYWORDS: linguistic pragmatics, speech acts, representatives, directives, commissives, expressives, hygiene ads, cosmetics ads, the Naujoji Romuva. AGNĖ ALEKSAITĖ Lietuvių kalbos institutas Petro Vileišio g. 5, LT-10308 Vilnius, Lithuania [email protected]