El objetivo general de esta investigación se ha centrado en comprobar cómo se manifiestan los aspectos emocionales en la parte verbal de los anuncios publicitarios en prensa escrita en lengua alemana, sin la pretensión de confirmar la existencia de una publicidad emocional o racional, sino más bien describir la complementariedad de éstos, tanto a nivel funcional como formal. Para ello, el desarrollo temático se ha utilizado como indicador de la organización textual, puesto que permite analizar los recursos semántico-sintácticos poniéndolos en relación con las funciones comunicativas, de las cuales a su vez se han considerado las relaciones entre el tipo y el modo oracional. Además, esta elección ha permitido poner de manifiesto las formas de realización indirecta, indicativas de una estrategia persuasiva. Como último paso, para analizar las estrategias persuasivas de implicación emocional se ha elaborado un catálogo de categorías que indican tanto del vínculo existente entre los interlocutores (proximidad o distancia) como del uso de la empatía. El corpus se constituye de 178 textos-anuncio de diferentes semanarios de difusión masiva en Alemania, y se han seleccionado solamente aquéllos que han sido válidos tras superar un requisito estadístico con el fin de asegurar una representatividad suficiente. Cada texto-anuncio se ha clasificado inicialmente dentro de un desarrollo temático, para a continuación comprobar su pertinencia tanto por su disposición textual como por sus recursos discursivos, léxicos y gramaticales. Seguidamente se ha descrito la presencia de los tipos ilocutivos, los recursos expresivos de la información objetiva y de las estrategias persuasivas de implicación emocional dentro de esta misma clasificación. Los resultados del análisis no se han alejado de la propuesta de la tipología textual tradicional, concretándose en una preeminencia de las estrategias descriptivas en la formulación del discurso publicitario. Además, se ha corroborado la presencia de la emocionalidad mediante la función expresiva y las estrategias persuasivas de implicación emocional, describiéndose así su papel como complementario al de la transferencia de información, la cual también ha estado muy presente. Estas conclusiones se suman así a las aportaciones de la llamada inteligencia emocional, donde se promueve la importancia de las emociones en la toma de decisiones humanas. Igualmente, la presencia de la emocionalidad ha reflejado atributos indiscutibles de la sociedad contemporánea, enfocada hacia el divertimento y la búsqueda de emociones. Por último, cabe apuntar la utilidad del material para ser explotado didácticamente en el aula, tanto por su contenido como su marco comunicativo, así como la posible aplicación del modelo de análisis a otros ámbitos. / This study focuses on the way emotional aspects appear in the verbal part of press advertisements in German, with no intention to confirm the existence of emotional or rational advertising, but rather to describe the complementarity of these concepts, on both a functional and a formal level. To that end, its thematic development has been used as an indicator of the textual organization, since it allows analysis of the semantic-syntactic resources relating them to the communicative functions, from which the connections between sentence type and sentence mode have been established. Furthermore, this choice has allowed reveal the indirect realization forms, signs of a persuasive strategy. Finally, in order to analyze the persuasive strategies of emotional involvement, a catalogue has been elaborated with categories revealing the existing attachment between the interlocutors (proximity or distance) and the use of empathy. The study data were extracted from a verbal language corpus. It consists of 178 advertisements, each of these classified into a thematic development. All advertisements were transcribed and lemmatized to ensure sufficient representativeness. The analysis results do not deviate from the traditional proposal of textual typology; they show a preeminence of descriptive strategies in advertising discourse formulation. Furthermore, it has been substantiated the existence of emotional aspects, both by means of the expressive function and by means of the persuasive strategies of emotional involvement, thereby stressing its role as a complement to the information transfer, which has also been very prominent. These conclusions are added to the contributions of the so called emotional intelligence, which draws the attention to the importance of emotions at decisiontaking. Likewise, the presence of emotionality reflects indisputable attributes of contemporary society, focused on entertainment and its quest for emotions. Finally, it is relevant to mention the usefulness of the material as teaching material in the classroom, both for its content and its communicative frame, as well as the potential application of its analysis method in other fields.

PhD (English) / Department of English / This study sought to analyse the discourse strategies in the editorials of the Daily Graphic newspaper as texts constructed in an African English as a Second Language (ESL) setting and the editorials of the New York Times of America as texts constructed in an Anglo-American English environment. The objective of the study was to discover the differences and the similarities that exist between the discourse strategies of the editorials of the Daily Graphic newspaper and the editorials of the New York Times. This objective is achieved by analysing five features of text. First, the rhetorical structure of the two editorials were analysed to find out the rhetorical strategies used in composing the editorials. Second, the micro-genre variation between the two editorials was examined. In addition, the thematic development of the two editorials was carried out. Also, the study investigated the rhetorical appeals preferred by the editorials from the two different socio-cultural settings. Finally, as newspaper editorials, the use of attribution was studied to find out how the editorials disclose the sources of their information to make it clear to their readers where they get their information from. The findings of the study revealed some differences and some similarities in the discourse strategies employed by the two editorials. The Daily Graphic as a newspaper published in an ESL setting in Africa exhibited the unique use of some discourse features that reflect the socio-cultural setting different from that of the New York Times as a newspaper published in the socio-cultural environment of Anglo-American English. / NRF