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

AGNĖ ALEKSAITĖ Institute of the Lithuanian Language SPEECH ACTS IN NAUJOJI ROMUVA (1931–1940) IN HYGIENE AND COSMETICS ADVERTISEMENTS KEYWORDS: linguistic pragmatics, speech acts, representatives, directives, commissives, expressives, hygiene advertisements, cosmetics advertisements, “Naujoji Romuva”. INTRODUCTION Šio straipsnio tyrimo o b j e k t a s – Naujosios Romuvos (toliau – NR) (1931–1940) higienos ir kosmetikos reklamų kalbos aktai. Analizei pasirinktos vaizdinės reklamos, spausdintos kultūros, literatūros ir meno žurnale NR, leistame 1931–1940 m. Kaune ir 1940 m. Vilniuje. Žurnalo redaktorius ir leidėjas – Juozas Keliuotis. Nors NR (1931–1940) reklamos mokslininkų nagrinėjamos įvairiais aspektais (Bankauskaitė-Sereikienė, Vaitelytė 2010: 145–158; Bankauskaitė-Sereikienė, Keturakienė 2014: 177–189 ir kt.), tačiau pragmatiniu požiūriu šio leidinio reklamos apskritai nėra tirtos. The empirical material consists of 176 hygiene and cosmetics advertisements, after excluding repeated advertisements; these are analyzed in this article using speech act theory. Although, given Lithuania’s economic and cultural level at the time, it is clear that the number of advertisements was limited by a shortage of supply and the public’s skeptical attitude (see Jankevičiūtė 2015: 29 for more), certain trends in interwar Lithuanian hygiene and cosmetics advertising can nevertheless be discerned even from the NR publication’s limited empirical material1. The aim of the article is to determine which speech acts and micro-acts predominate in NR hygiene and cosmetics advertisements (1931–1940). 1Visual advertisements from interwar Lithuania, collected from various publications, are presented in the book Advertising in Interwar Lithuania (Minkevičius 2015). BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 2 doi.org/10.35321/bkalba.2019.92.06 THE CONCEPT OF SPEECH ACT THEORY IN LINGUISTIC PRAGMATICS The origins of this branch of linguistics are associated with the works of Charles Peirce and Charles William Morris (Župerka 2008: 41). It was Charles Williams Morris who divided semiotics, that is, the study of signs, into three branches of inquiry: “syntax, which studies the formal interaction of signs with one another; semantics, which studies the interaction between signs and the objects they signify; and pragmatics, which studies the interaction between signs and their interpreter” (Levinson 2000: 1–2, quoted in Satkauskaitė 2011: 5; see also Župerka 2008: 42). Beginning with the work of Ch. W. Morris, pragmatic research “challenged the structuralist linguistic assumption that language is a system independent of its users. Researchers began to study how people use language in real situations” (Satkauskaitė 2011: 5). The speech act theory formulated by John Langshaw Austin (English speech act theory) and the theory of conversational implicature presented by Herbert Paul Grice (English conversational implicature) became the cornerstones of the linguistic pragmatic theory of language use (Zaikauskas 2002: 145; Ryvitytė 2011: 10; Satkauskaitė 2011: 55; for more on P. Grice’s theory of conversational implicature, see Bach 2003: 155–156). The origins of speech act theory are associated with the Oxford philosopher J. L. Austin, although the beginnings of this theory can also be found in Ludwig Wittgenstein’s “language games” (Župerka 2008: 42; Ryvitytė 2011: 49). J. L. Austin presented the main claims of speech act theory in lectures at the University of Oxford (1952–1954) and Harvard University (1955). Notes from his lectures reached the general public in 1962 in the booklet How to Perform Actions with Words (English How to Do Things with Words). J. L. Austin’s speech act theory was subsequently refined and developed by his student John Rogers Searle (Ryvitytė 2011: 49; see also Bach 2003: 147). Speech acts (English speech acts) are actions performed by a speaker through utterances (Ryvitytė 2011: 49). Each speech act consists of three distinct acts: 1. a “locutionary (locutionary) act—the production of a meaningful linguistic expression, the act of uttering or writing an utterance; 2. an illocutionary (illocutionary) act—the action the speaker intends to perform by uttering an utterance, the expression of a communicative purpose (e.g., an order, a commitment, an apology, a guarantee, etc.); BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 3 doi.org/10.35321/bkalba.2019.92.06 3. a perlocutionary (perlocutionary) act—the effect of an utterance on the listener (e.g., persuading, dissuading, frightening, insulting)”2 (Ryvitytė 2011: 56; see also Yule 1996: 48–49; Bach 2003: 149–151; Satkauskaitė 2011: 56). Birutė Ryvitytė identifies the main differences between illocution and perlocution. An illocutionary act reveals the speaker’s intention, whereas a perlocutionary act does not always have the effect the speaker intended. Speakers control illocutionary acts, but not perlocutionary ones. Illocutionary acts become apparent during speaking, whereas perlocutionary acts become apparent only after something has been said (Ryvitytė 2011: 57). Speech act theory remains relevant; on the contrary, pragmatic linguistics has been developed over the past few decades precisely as speech act theory (Dobržinskienė 2010a: 58). CLASSIFICATION OF SPEECH ACTS AND MICRO-ACTS J. L. Austin was the first to classify speech acts, but J. R. Searle’s classification is now predominant (Ryvitytė 2011: 59). The table presents data on the classification of speech acts and micro-acts systematized by the article’s author (Hilbig 2009: 39; Ryvitytė 2011: 60; Satkauskaitė 2011: 60; Dobržinskienė 2012: 38–42; see also Yule 1996: 53–54; for a more detailed discussion of advertising micro-acts, see Župerka 2008: 44–47): TABLE. Description of the classification of speech acts and micro-acts No. Speech acts Characteristic verbs Micro-acts of speech acts 1. Representatives (representatives) / assertives are the only performatives that have a truth value; they express the speaker’s attitude toward the propositional content of the speech act being performed, e.g., I assert, doubt, deny. By means of them – Asserting, presenting, informing, praising (oneself), describing, justifying, presupposing, flattering, conditioning. 2 Šiam poveikiui pavadinti vartojamas terminas – perlokucinis efektas (Hindelang 2000: 11, cituojama iš Satkauskaitė 2011: 57). Įprastai kone visais ilokuciniais aktais siekiama tam tikro perlokucinio efekto, tik kalbėtojas negali būti tikras, kad jam pavyks paveikti klausytoją, t. y. pasiekti perlokucinį efektą (Satkauskaitė 2011: 57). BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 4 doi.org/10.35321/bkalba.2019.92.06 No. Speech acts Characteristic verbs Speech-act micro-acts The speaker states that the proposition expressed by the utterance is true. 2. Directives (directives) are attempts by the speaker to influence the listener to do or not do what is expressed by the propositional content of the speech act, e.g., I order, request, forbid. To request, order, command, urge, prohibit, instruct, advise, suggest, recommend, permit, ask. Urging, instruction, suggestion, request, advice and recommendation, invitation, order. 3. Commissives (commissives) – the speaker undertakes to do in the future what is expressed by the propositional content of the speech act, e.g., I undertake, swear, promise. To promise, guarantee, swear, undertake, agree, threaten, bet, offer. Promise, guarantee, commitment. 4. Expressives (expressives) express the speaker’s psychological state and attitude toward the state of affairs of certain things defined (if at all) in the propositional content, e.g., I congratulate, apologize, sympathize. To thank, express sympathy, greet, complain, congratulate, swear, curse, wish, apologize. Emotion, greeting, wishing, thanking. 5. Declarations (declaratives) create legal facts expressed (but not described) by the proposition of the speech act, e.g., I award a scholarship, dismiss from office, declare war. Declarations are intended to change present reality and usually take place in certain institutions, such as a school, church, parliament, etc. To resign, dismiss (someone from a position), nominate, declare (war), capitulate, baptize, marry, arrest, grant a pardon, name, defame, acquit, etc. – BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamo­se | 5 doi.org/10.35321/bkalba.2019.92.06 ANALYSIS OF SPEECH ACTS AND MICRO-ACTS IN HYGIENE AND COSMETICS ADVERTISEMENTS IN NAUJOSIOS ROMUVOS (1931–1940) Advertising theorists maintain that advertising3 is a communication process (Smetonienė 2009: 20); admittedly, advertising differs from other acts of communication in that its aim is “not only to convey information, but also to influence the listener and elicit the desired emotional response” (Smetonienė 2009: 21). For this reason, the perlocutionary act is particularly important in advertising, since it involves “an attempt to induce the listener to adopt a corresponding attitude and behave in a certain way. (...) Another purpose of this act is to persuade the addressee ultimately to do what they are being asked to do” (Bach, online, cited in Smetonienė 2009: 22); in other words, the addressee’s action must benefit—more precisely, bring profit to—the addresser. By expressing its purpose very effectively, advertising performs a communicative act (Dobržinskienė 2010a: 59), and is therefore studied by linguists from three perspectives: 1) language culture, 2) stylistics, and 3) linguistic pragmatics (Župerka 2008: 12). “Pragmatic linguistics studies the relations between linguistic means and their users” (Župerka 2008: 16). Thus, when an analysis of the linguistic expression of advertisements examines its relation to the recipient or sender (advertiser) of the speech act, advertising is viewed from the perspective of linguistic pragmatics (Župerka 2008: 16). When studying advertising from the perspective of linguistic pragmatics, attention should be paid to the use of terms: the advertising text is replaced by the advertising act; the entire advertising text is regarded as a speech macro-act, which is in turn divided into smaller micro-acts (Župerka 2008: 16). The empirical material for this article consists of 176 hygiene and cosmetics advertisements, which are analyzed using one of the tools of linguistic pragmatics—speech act theory. Išnagrinėjus empirinę medžiagą, nustatyta, kad NR (1931–1940) higienos ir kosmetikos reklamose vartojami šių kategorijų kalbos aktai: 1) reprezentatyvai (82,7 proc.); 2) direktyvai (12,6 proc.); 3) komisvai (3,6 proc.) ir 4) ekspresyvai (1,1 proc.). Tirtųjų reklamų tekstuose nerasta deklaratyvų kalbos aktų (žr. paveikslą). 3 The word advertisement derives from the Latin reclamo, meaning “I shout, I cry out” (Smetonienė 2009: 7). BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 6 doi.org/10.35321/bkalba.2019.92.06 PAV. Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamų kalbos aktai The function of representative acts, which predominate in NR cosmetics advertisements (82.7%), is “to commit the speaker to the truth of the expressed proposition, to the truth of a reported state of affairs or opinion” (Searle 1986: 181, cited in Dobržinskienė 2010b: 15; see also Yule 1996: 53). Representatives are particularly advantageous for advertising creators because, compared with directives, they are less imperative and obvious; their purpose is to entice, tempt, and charm the addressee into purchasing the advertised product (Dobržinskienė 2010b: 23). Directives typically “express the speaker’s desire to get the hearer to do something” (Searle 1986: 182, cited in Dobržinskienė 2010b: 15; see also Yule 1996: 54). Unlike representatives, directives carry a fairly strong sense of insistence and may therefore be unacceptable to certain social groups. It is likely that, for this reason, the creators of hygiene and cosmetics advertisements use fewer directives (12.6%) for communicative reasons. The purpose of commissives, which are used infrequently in NR advertisements (3.6%), is “to commit the speaker to some future course of action” or to adhere to certain rules of conduct (Searle 1986: 182, cited in Dobržinskienė 2010b: 15; see also Yule 1996: 54). Expressives are also used sparingly (1.1%) in the hygiene and cosmetics advertisements in NR (1931–1940). BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 7 doi.org/10.35321/bkalba.2019.92.06 because their purpose is “to express a psychological state, specified by the sincerity condition, about a state of affairs specified in the propositional content” (Searle 1986: 183, cited in Dobržinskienė 2010b: 16; see also Yule 1996: 53). Expressive acts are generally uncommon in advertising texts not only in interwar Lithuania but also in contemporary advertisements (Dobržinskienė 2010a: 61). Declaratives do not occur in advertisements from the period under study because they create legal facts (see also Yule 1996: 53). It is clear that “[t]he expression and significance of these speech acts in advertisements are not uniform: representatives predominate, directives reinforce advertising’s persuasive and influential functions, while commissives and expressives are used rarely, because commissives commit one to making a promise or providing a guarantee, and the function of expressives is rarely suitable for advertising texts” (Dobržinskienė 2010b: 16; see also Župerka 2008: 44). The most important task for advertising creators is to select an appropriate speech act and micro-act that will encourage the addressee to purchase the advertised product or use the advertised service. REPRESENTATIVE MICRO-ACTS Leidinio NR (1931–1940) higienos ir kosmetikos reklamose rasti reprezentatyvai (plačiau žr. Searle 1976: 10–11; 16–17) skyla į 1) teigimo (50,2 proc.), 2) gyrimo(si) (25,5 proc.), 3) informavimo (18,7 proc.), 4) prielaidos (3,3 proc.), 5) sąlygos (1,6 proc.) ir 6) patikavimo (0,7 proc.) mikroaktus. Assertive micro-acts (50.2%), characterized by declarative sentences and a firm intonation, concisely define the properties of the advertised product. Particular attention is paid to the product’s advantages, thereby arousing the addressee’s desire to purchase it. Declarative sentences leave no room for doubt about the benefits of the products or services offered. Such advertisements are dominated by present-tense forms in the indicative mood, which “most often expresses actions regarded by the speaker as real” (DLKG 2006: 305), for example: ODEVEN panaikina galvos pleiskanas ir stiprina plaukų augimą. (NR 1932, nr. 49) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamo­se | 8 doi.org/10.35321/bkalba.2019.92.06 “Metamorfoza” Cream Medicinequickly and definitively eliminates freckles, pimples, and ringworm, makes the face young, white, and soft, and also protects against sunburn. (NR 1932, no. 13) Shaving with “Figaro” shaving cream makes the skin of the face soft and smooth. It acts refreshingly. (NR 1935, no. 35–36) HOW BATHS REFRESH THE BODY thus “Chlorodont” toothpaste refreshes and cleans the mouth and teeth; especially after heavy tobacco smoking or working in dusty, dry air, a feeling of cleanliness and pleasure immediately arises, which is provided by cleaning the mouth with “Chlorodont” toothpaste. (NR 1937, no. 25–26) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamo­se | 9 doi.org/10.35321/bkalba.2019.92.06 Glaudin NON-GREASY hair dressing keeps every hairstyle in place as if by an invisible hairnet. (NR 1938, nr. 7) Praising micro-acts (25.5%) typically hyperbolize the features of the advertised product or praise the addressee; that is, they deliberately manipulate the recipient’s feelings, since “in this way, the desire is encouraged to resemble the advertised object and acquire the qualities attributed to it; advertising stirs the consumer’s feelings and imagination and begins to operate according to the manipulative principle of self-identification” (Alus lietuvių kultūroje, 2007: 139, cited in Dobržinskienė 2010a: 60). The grammatical means characteristic of these micro-acts is the adjective (usually in the superlative); an adverb may occasionally occur. The advertised product or service is most often praised in declarative sentences: A greatly increased turnover enables us to offer at a lower price exceptionally mild and pleasant “MESEFA-IDEAL” SOAP in black-and-red packaging. <...> In this way, everyone will be able in future to use this remarkable creation of modern cosmetics, which can be compared only with certain very expensive foreign products. (NR 1932, no. 13) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 10 doi.org/10.35321/bkalba.2019.92.06 Visi žino, kad geriausi skutimosi peiliukai yra GLOBUSMEN GOLD. (NR 1933, nr. 136–137) MIRADONT FLORANCE is the best toothpaste for adults and children, so there is not a single home without MIRADONT Florance. (NR 1933, nr. 146) For shaving, he uses exclusively the best and most modern shaving product, “FIGARO” CREAM, FLORANCE COMPANY IN KAUNAS. (NR 1934, nr. 203) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 11 doi.org/10.35321/bkalba.2019.92.06 On your way back from town, don’t forget to bring home the best “LINŲ MUILAS” (Flax Soap)! The linseed soap made by the Lithuanian Soap Factory in Panevėžys has no equal in quality or low price. (NR 1939, nr. 18) As the examples show, advertisers of the time very often used the same broad-meaning adjective, best, when praising their product or service; other adjectives indicating more specific qualities appeared less frequently: aromatic, pleasant, most modern, excellent, of the highest (quality), and so on. These adjectives denote positive qualities of the advertised products. The epithets were chosen to affect the addressee’s feelings (to evoke only positive emotions) and imagination (soft, pleasant, and so on). The definite form further emphasizes the quality of the product on offer. The adjective modern creates an impression of novelty, suggesting that a person who buys such an advertised product will appear youthful and keep up with the latest fashion trends. This, of course, was relevant in every era. Incidentally, there is a difference between the acts of praise used by advertising creators in interwar Lithuania and those used by creators today: “[t]he essential difference is that absolute claims unsupported by any facts, such as ‘the best and cheapest in the world,’ ‘best of all,’ ‘finest, most fragrant and most aromatic,’ or ‘surpasses all that came before in perfection,’ have disappeared. Is this a new sign of modesty on the part of advertisers and advertising agencies? Hardly. Unsupported absolute claims have disappeared because of legal regulation” (Senūta 2015: 141). Information-providing microacts (18.7 percent), characterized by declarative sentences, introduce a product or service, explain how they may be useful, emphasize where the advertised product can be purchased or the service obtained, and provide contact information, the manufacturer, and so on: BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 12 doi.org/10.35321/bkalba.2019.92.06 “VIKTORAS” women’s and men’s hair salon has moved to the same building, but the entrance is from Mickevičiaus St. No. 20, Apt. 8. Tel. 24-63. (NR 1931, nr. 50) AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 13 doi.org/10.35321/bkalba.2019.92.06 alternatyvų“ (Župerka 2008: 49). Iš esmės tokiose reklamose pateikiami retoriniai klausiamieji sakiniai, kurie nereikalauja atsakymo, nes jis yra akivaizdus – sėkmė garantuojama, tik nusipirkus konkretų produktą ar pasinaudojus konkrečia paslauga, todėl šiais klausiamaisiais sakiniais tik pabrėžiamas teigimo kategoriškumas (DLKG 2006: 580), pvz.: Iš kur tas pasisekimas? (NR 1932, nr. 46) Ar norite Jūs gražiai atrodyti? (NR 1934, nr. 186–187) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 14 doi.org/10.35321/bkalba.2019.92.06 Ar turėti tokius dantis nėra kiekvieno svajonė? (NR 1935, nr. 12–13) Condition microacts (1.6 percent) present arguments intended to determine the choice of a product or service. According to the advertisers, only the advertised product or service will help the addressee solve a problem. In declarative sentences, the condition is expressed by a subordinate clause introduced by the conjunction if: Tu irgi būsi laimingas, jei vartosi skutimuisi „FIGARO“ kremą. (NR 1936, nr. 13) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 15 doi.org/10.35321/bkalba.2019.92.06 Lei nebūtų dantų pastos „MIRADONT“ – reikėtų ją išrasti. (NR 1936, nr. 13) If you want Boro-Timolo soap truly to protect against diseases and dirt, make sure it is made on a scientific basis. (NR 1931, nr. 37)4 Flattering microacts (0.7 percent) are very rarely used in hygiene and cosmetics advertisements. They aim to please the addressee, set them apart from the mass audience, and create an image of them as a sole, special, and exceptional customer. The desire to ingratiate is emphasized even further by exclamatory sentences: 4 A mixed-type microact composed of condition representatives and urging directives. BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 16 doi.org/10.35321/bkalba.2019.92.06 Brangūs kaip perlai Jūsų dantys! (NR 1934, nr. 182–183) Jūsų tikrą grožį atskleis tikras tualetinis Beraro „Kipro Petrausko“ muilas. (NR 1939, nr. 16) Apibendrinant leidinio NR (1931–1940) higienos ir kosmetikos reklamų reprezentatyvų 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. DIRECTIVE MICRO-ACTS According to Rasa Dobržinskienė, “[a]n imperative tone is not only characteristic of advertising and necessary, but simply indispensable. This is determined by its persuasive nature, for which clear semantic and grammatical expression is important” (Dobržinskienė 2010b: 22); nevertheless, directives (see Searle 1976: 11; 17 for a broader discussion) are used BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 17 doi.org/10.35321/bkalba.2019.92.06 cautiously, after carefully considering their communicative effectiveness and taking into account the addressee’s age and social status, since “imperative language must be used in moderation; otherwise, it will take on an aggressive tone and become off-putting” (Dobržinskienė 2010b: 22), and an aggressive tone may not encourage people to buy the product, but instead deter them from doing so. Žurnalo NR (1931–1940) higienos ir kosmetikos reklamose rasti direktyvai (12,6 proc.) skyla į 1) raginimo (76,2 proc.), 2) instrukcijos (19 proc.), 3) prašymo (3,6 proc.) bei 4) patarimo ir rekomendacijos (1,2 proc.) mikroaktus. Through exhortation micro-acts, the addressee is urged quite directly to purchase the advertised product, since, in general, “[t]he purpose of most directives is to get the addressee to do something beneficial to the addresser” (Zaikauskas 2002: 147). In hygiene and cosmetics advertisements, exhortation is expressed through declarative and persuasive exclamatory sentences, which use the second-person singular and plural imperative forms of verbs. In this way, the sender of the speech act expresses the will that the desired action should take place (DLKG 2006: 304; see also Župerka 2008: 34; 36). It is worth noting that plural verb forms predominate in advertising texts, indicating a respectful, polite relationship with the addressee, whereas singular verb forms address children or young people in a familiar, friendly manner. It can be seen that the singular was used very cautiously in advertisements, so as not to offend respectable addressees; compare: Burnos higienai ir dantų priežiūrai vartokite tik tai „ODOL“ (NR 1931, nr. 46) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 18 doi.org/10.35321/bkalba.2019.92.06 Prauskis A. Mogilevskio ir sūnaus Boro timolo muilu ir pasilik nuolat jauną! (NR 1933, nr. 115) Young mothers, take care of your children’s teeth! – always use CHLORODONT toothpaste, which does not harm the delicate enamel of children’s teeth. (NR 1934, nr. 174–175) Show your little teeth, Mary. Look how healthy and white they are thanks to “Chlorodont.” <...> So, mothers, give your children “Chlorodont” toothpaste, which, thanks to its microscopically fine grain and pleasant taste, is especially suitable for caring for children’s teeth. <...> Use “Chlorodont” sparkling toothpaste. (NR 1937, nr. 37–38) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 19 doi.org/10.35321/bkalba.2019.92.06 Ask for only ODORON “GerMaPo” at all pharmacies and cosmetics shops. (NR 1938, nr. 25–26) Through instruction micro-acts (19%), the addressee is given directions on how to use the advertised product or service, and may even be taught how to behave in one life situation or another. An instruction micro-act is expressed in declarative sentences with the modal verb to need construction. In some advertising texts, the use of infinitives allows for various interpretations. These sentences leave it to the addressee to supply a missing modal verb or form (need to, must, have to, is recommended, is advised, and so on). The participles recommended, advised indicate that the addressee is free to decide whether to perform the specified action, whereas the modal verbs (participles) need to, must, have to emphasize that the action must be performed, for example: Especially then, more than ever, one must wash thoroughly with the BORO-TIMOLO SOAP of A. Mogilevskis and Son, which contains a large excess of fats to nourish the skin. (NR 1933, nr. 114) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 20 doi.org/10.35321/bkalba.2019.92.06 Take sunbaths only when the body is dry; always first rub in and repeat this as needed. (NR 1934, no. 180–181) But first of all rub in and never take sunbaths when your body is wet, and therefore always keep in mind: With NIVEA in the open air and sunshine. (NR 1934, no. 182–183) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 21 doi.org/10.35321/bkalba.2019.92.06 For this, you need to use GLAUDIN, a non-greasy hairstyle holder, a hair-care product! Just once in the morning, rub GLAUDIN into the hair, and every hairstyle, smooth or uneven, will look splendid. (NR 1937, nr. 41) In the NR publication’s hygiene and cosmetics advertisements, request micro-acts are rare (3.6 percent); these address the recipient and politely ask them to carry out the addresser’s wishes. Requests are expressed in declarative sentences with the performative verb we ask and its derived form please. In the Dictionary of Contemporary Lithuanian (hereafter DŽ7), prašom is characterized as an interjection. The Dictionary of the Lithuanian Language (hereafter LKŽ8) states that this interjection is used in the sense “please, be so kind (when politely inviting, asking, or urging).” This is an especially deferential way of expressing a request. The more common courtesy word in advertising texts is prašom, e.g.: Prašom įsitikinti. (NR 1931, nr. 50) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 22 doi.org/10.35321/bkalba.2019.92.06 But please never sunbathe with a wet body; first rub yourself well with Nivea cream or oil. (NR 1935, no. 27–28) Prašome lankyti geriausiąją Kirpyklą (NR 1935, nr. 51–52) One advice-and-recommendation micro-act (1.2 percent) was found, with the participle of the performative verb it is advised, which is uncommon in advertising texts. The impersonal passive participle it is advised conveys special respect for the recipient: the advertised product is not insistently recommended to them, but they are left free to decide. In this case, the advertisers offer the recipient advice, demonstrating evident trust that the recipient will be able to choose correctly, e.g.: BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 23 doi.org/10.35321/bkalba.2019.92.06 Since “SKUTAL” is economical, it is therefore recommended for use in hairdressing salons and by those who shave 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 rekomendacijos mikroaktai. COMMISSIVE MICRO-ACTS Žurnalo NR higienos ir kosmetikos reklamose rasti komisivai (plačiau žr. Searle 1976: 11–12; 17–18) (3,6 proc.) skyla į 1) pažado (95,8 proc.) ir 2) garantijos (4,2 proc.) mikroaktus. Promise micro-acts (95.8 percent) are most often expressed by the future tense of the verb in declarative sentences, which indicates “actions envisaged for the future and therefore less real, <...>. It can express a firm conviction that the action will certainly take place, <...>” (DLKG 2006: 299): BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 24 doi.org/10.35321/bkalba.2019.92.06 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 25 doi.org/10.35321/bkalba.2019.92.06 ... and you will rejoice when using MIRADONT toothpaste. (NR 1936, nr. 39) Hygiene and cosmetics advertisements contain one guarantee micro-act (4.2%), similar to a promise micro-act, and therefore classified conditionally under this subtype, e.g.: You will be convinced that the quality of “FLORANCE” products from Kaunas is in no way inferior to that of foreign products. (NR 1932, nr. 50) To summarize the commissive micro-acts in hygiene and cosmetics advertisements in NR (1931–1940), it can be said that promise micro-acts predominate in the advertisements. EXPRESSIVE MICRO-ACTS Expressives, rarely used in NR hygiene and cosmetics advertisements (for more, see Searle 1976: 12–13; 18–20) (1.1%), can be divided into 1) emotion micro-acts (60%) and 2) thanking micro-acts (40%). BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 26 doi.org/10.35321/bkalba.2019.92.06 Emotion micro-acts documented in NR express the addresser’s respectful attitude toward the addressee through declarative sentences and, especially, exclamatory sentences that emphasize emotional intensity. The respect shown is reinforced by adjectives (high, deep, etc.): Su aukšta pagarba „Viktoras“. (NR 1931, nr. 50) Su gilia pagarba Olė Tamošiūnienė. (NR 1934, nr. 192) Mano pagarba! (NR 1936, nr. 38) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 27 doi.org/10.35321/bkalba.2019.92.06 Thanking micro-acts, characterized by the syntactic construction of declarative sentences with the performative verb (or its forms) to thank, express gratitude, e.g.: Dėkodami ištikimiems „Jaunystės muilo“ draugams, skiriame vertingas dovanas. (NR 1937, nr. 37–38) Apibendrinant leidinio NR (1931–1940) higienos ir kosmetikos reklamų ekspresyvių mikroaktus, galima teigti, kad šie mikroaktai reklamose nėra dažni: rasti pavieniai emocijų ir dėkojimo mikroaktai. MIXED-TYPE MICRO-SPEECH ACTS In the interwar period, several mixed-type micro-speech acts (2.6 percent) can be found in the magazine NR, concisely conveying the intentions of several utterances through declarative sentences, for example: Your face will rival the whiteness of lilies if you use BERARO lily milk soap bearing the “Bear” mark. (NR 1933, no. 110) [commissive of promise + representative of condition] BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 28 doi.org/10.35321/bkalba.2019.92.06 If not, then go ahead and buy a piece and you will see how quickly your face will become soft, clean, and white as a lily blossom. (NR 1933, nr. 146) [conditional representative + directive of urging + commissive of promise] Kremas Metamorfoza „Sanitas“ if you start using it in time, you will thereby protect the lower layer of facial skin from the first rays of the sun, which, penetrating there, are the chief cause of freckles. Start using Metamorfoza cream “Sanitas” today, and you will be amazed by its rapid and effective action in eliminating freckles. (NR 1934, no. 167) [representative of condition + commissive of promise; directive of urging + commissive of promise] BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 29 doi.org/10.35321/bkalba.2019.92.06 Remember to brush your teeth with Florence toothpaste “MIRADONT” in the evening before going to bed and in the morning after getting up, and you will have healthy, beautiful teeth. (NR 1934, no. 168) [directive of urging + commissive of promise] Apsaugokite odą Leokremu ir tuokart išvengsite nemalonumų! (NR 1935, nr. 27–28) [raginimo direktyvas + pažado komisyvas] As can be seen from the visual advertisements presented, the first clause most often urges or encourages the addressee to perform some action (start; remember; protect), while the second clause entices them with promises (you will be; you will have; you will avoid), which will come true only if the addresser’s will is carried out. There are also mixed-type micro-speech acts composed of representatives of condition (if) BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 30 doi.org/10.35321/bkalba.2019.92.06 and commissives of promise (will match; you will protect). The subordinate clause of a complex sentence, introduced by the conjunction if, highlights the condition that must be met for the promise to be fulfilled. Advertising text must be short and persuasive; therefore, for the sake of concision (linguistic economy), mixed-type microacts are chosen, characterized by polyfunctionality: a single phrase can perform several pragmatic functions at once (Župerka 2008: 44). Leidinio NR (1931–1940) vaizdinėse higienos ir kosmetikos reklamose pateikta įvairių kalbos aktų ir mikroaktų, nes komunikacijos aktas yra sėkmingas tik tuo atveju, jei adresantas geba parinkti tokią raišką, kuri padėtų adresatui suprasti adresanto komunikacinį tikslą (Smetonienė 2009: 21). CONCLUSIONS 1. The hygiene and cosmetics advertisements in the periodical Naujoji Romuva (1931–1940) use speech acts from the following categories: 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 advertisements examined. 2. A quantitative analysis of representatives in the hygiene and cosmetics advertisements in the periodical Naujoji Romuva (1931–1940) shows that assertion (50.2%), praise (25.5%), and informing (18.7%) microacts occur more frequently, while assumption (3.3%), condition (1.6%), and flattery (0.7%) microacts are very rare. 3. A quantitative analysis of directives in the hygiene and cosmetics advertisements in the periodical Naujoji Romuva (1931–1940) shows that urging (76.2%) and instruction (19%) microacts occur more frequently, while requesting (3.6%), advising, and recommending (1.2%) microacts are very rare. 4. In the hygiene and cosmetics advertisements of the interwar periodical, the rare commissives (3.6%) are divided into 1) promise (95.8%) and 2) guarantee (4.2%) microacts. 5. The rarely used expressives (1.1%) in the hygiene and cosmetics advertisements in the periodical Naujoji Romuva (1931–1940) can be divided into 1) emotion (60%) and 2) gratitude (40%) microacts. BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 31 doi.org/10.35321/bkalba.2019.92.06 6. It is evident that the hygiene and cosmetics advertisements in the periodical Naujoji Romuva (1931–1940) sought to appeal to their addressees and used various means to be persuasive, while always striving to maintain a respectful, courteous relationship with them (the advertisements predominantly use plural verb forms; singular forms are used familiarly and in a friendly manner only when addressing children or young people; fixed syntactic constructions with words expressing courtesy are also found, etc.). The advertisements observed the principle of linguistic economy: short, persuasive declarative sentences predominate, their firm, assured intonation emphasizing the advertised product’s features and advantages. These sentences left no room for doubt about the benefits of the products or services offered. Various linguistic devices were used to influence the addressee’s feelings and imagination. The most characteristic grammatical device was the adjective (usually in the superlative), used to hyperbolize the advertised product’s positive features. Adjectives were deliberately selected to evoke only positive emotions in the addressee (gentle, pleasant, and so on). Clearly, speech acts did not have equal importance in the hygiene and cosmetics advertisements in the periodical Naujoji Romuva (1931–1940). Speech acts and microacts that respectfully encouraged the addressee to purchase the product on offer were used more frequently for communicative reasons. ŠALTINIAI DŽe 2017 – Dabartinės lietuvių kalbos žodynas. Vyr. red. S. Keinys. Vilnius: Lietuvių kalbos institutas. Prieiga internete: http://lkiis.lki.lt/dabartinis [žiūrėta 2019 m. lapkričio mėn.]. LKŽe 2017 – Lietuvių kalbos žodynas. Vyr. red. G. Naktinienė. Vilnius: Lietuvių kalbos institutas. Prieiga internete: www.lkz.lt [žiūrėta 2019 m. lapkričio mėn.] N R 1931–1940 – Naujoji Romuva. Redaktorius ir leidėjas Juozas Keliuotis. Prieiga internete: https://www.epaveldas.lt/object/recordDescription/LNB/C1B0002137933 [žiūrėta 2019 m. rugsėjo mėn.]. BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 32 doi.org/10.35321/bkalba.2019.92.06 LITERATŪRA Bach K. 2003: Speech Acts and Pragmatics. – Blackwell. Guide to the Philosophy of Language. Red. Michael Devitt ir Richard Hanley, 147–167. Oxford: „Blackwell“. Bankauskaitė-Sereikienė G., Keturakienė E. 2014: Amžinas dabartiškumas Naujosios Romuvos (1931–1940) reklamose. – Respectus Philologicus 26 (31), 177–189. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB-0001:j.04~2011~1481794657758/J.04~2011~1481794657758.pdf. Bankauskaitė-Sereikienė G., Vaitelytė J. 2010: Kultūrinės vertybės „Naujosios Romuvos“ (1931–1940) reklamose. – Respectus Philologicus 18 (23), 145–158. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB-0001:j.04~2010~1367176049091/J.04~2010~1367176049091.pdf. DLKG 2006 – Dabartinės lietuvių kalbos gramatika. Red. V. Ambrazas. Vilnius: Mokslo ir enciklopedijų leidybos institutas. Dobrzinskienė 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. Dobrzinskienė R. 2010b: Adresanto ir adresato santykių raiška televizijos reklamose. – Filologija 15, 14–27. Prieiga internete: https://etalpykla.lituanistikadb.lt/object/LT-LDB-0001:j.04~2010~1367173483332/J.04~2010~1367173483332.pdf. Dobrzinskienė R. 2012: Pragmatinė lingvistinė televizijos reklamų komunikatų analizė. Daktaro disertacijos santrauka, Vilnius: Vilniaus universitetas. Hilbig I. 2009: Lietuvių ir anglų lingvistinis mandagumas: prašymai. Daktaro disertacija, Vilnius: Vilniaus universitetas. Yule G. 1996: Pragmatics, Oxford: Oxford University Press. Jankeviciūtė G. 2015: Keli žodžiai apie tarpukario Lietuvos reklamą. – Tarpukario Lietuvos reklama, 29–37. Minkevičius R. 2015: Tarpukario Lietuvos reklama, Kaunas: BALTO print. Ryvitytė B. 2011: Lingvistinės pragmatikos įvadas, Vilnius: Vilniaus universiteto leidykla. BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 33 doi.org/10.35321/bkalba.2019.92.06 Satkauskaitė D. 2011: Lingvistinė pragmatika, Kaunas. Prieiga internete: https://www.knf.vu.lt/dokumentai/failai/katedru/germanų/Satkauskaite_LINGVISTINE_PRAGMATIKA_elektronine.pdf. Searle 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_Illocutionary-Acts.pdf. Senūta P. 2015: Kuo skiriasi tarpukario reklama nuo šiandieninės? – Tarpukario Lietuvos reklama, 141–145. Smetonienė I. 2009: Reklama... Reklama? Reklama! Vilnius: Tyto alba. Zaikauskas 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-LDB-0001:J.04~2002~1367164516657/J.04~2002~1367164516657.pdf. Župerka K. 2008: Reklamos tekstas: pragmatika, stilius, kalba, Šiauliai: Šiaulių universiteto leidykla. Gauta 2019 07 21 Priimta 2019 12 18 BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose | 34 doi.org/10.35321/bkalba.2019.92.06 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%). BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204 AGNĖ ALEKSAITĖ. Kalbos aktai Naujosios Romuvos (1931–1940) higienos ir kosmetikos reklamose │ 35 doi.org/10.35321/bkalba.2019.92.06 It is evident that efforts were made to appeal to the reader in the ads for hygiene and cosmetics in the NR, employing a variety of methods to make the ads effective yet always maintaining a respectful, polite relationship with the addressees (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 of economy of language, with short, suggestive declarative sentences prevalent to highlight the qualities and advantages of the underlying product using a firm, sure intonation. Such sentences left no doubt as to the benefits of the products or services on offer. Various tools of linguistic expression were employed to affect the feelings and imagination of the addressee. The most common tool of grammatical expression was adjectives (superlatives as often as not), which were used to describe the 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 addressee (soft, pleasant, and so on). Obviously, the importance of speech acts in the hygiene and cosmetics ads in the NR is 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 [email protected] BENDRINĖ KALBA 92 (2019) www.bendrinekalba.lt ISSN 2351-7204