The translationally relevant aim of this PhD is to account for the genre conventions of the LCLF mainly related to the persuasive and directive functions, by analyzing a bilingual corpus of parallel texts according to the method of contrastive textology. Genre conventions in this case are considered by sender types (public vs. private) and subtexts (text constituents functionally, semantically and formally defined) on the hypothesis that they will vary more depending on the sender type than on the language.The intralinguistic and interlinguistic analysis of the macrostructure and the recurrent textual segments, as well as of the functions (persuasive, referential and directive) characterizing both the LCLF as a persuasive leaflet and its three subtexts does not confirm the hypothesis. It does reflect, however, that the directive and persuasive functions prevail respectively in the public and private sender leaflets, as well as in those belonging to the Spanish and German subcorpora. / Esta tesis se plantea el objetivo traductivamente relevante de dar cuenta de las convenciones del FCIE, vinculadas principalmente a las funciones persuasiva y directiva, analizando un corpus bilingüe de textos paralelos según el método de la textología contrastiva. Dichas convenciones se ven consideradas por tipos de emisor (público y privado) y subtextos (unidades constitutivas del texto funcional, semántica y formalmente definidas) a partir de la hipótesis de que diferirán más dependiendo del tipo de emisor que de la lengua.El análisis intralingüístico e interlingüístico de la macroestructura y los segmentos textuales recurrentes, así como de las funciones (persuasiva, referencial y directiva) que caracterizan tanto el FCIE, en cuanto que folleto persuasivo, como sus tres subtextos no permite confirmar esa hipótesis. No obstante, sí evidencia cómo las funciones directiva y persuasiva priman respectivamente en los ejemplares de emisor público y privado, así como en los de los subcorpus español y alemán.

This study sought to investigate and to record any recurring patterns in the form and communicative impact of Shona advertisements. Motivation to carry out the study came from a realisation of a growing interest in using the Shona language for advertising and the fact that very few studies have been done on Shona advertisements. For methodology, examples of Shona advertisements were qualitatively analysed using some communications and discourse analysis approaches of the speech act theory and text linguistics. A structured interview with advertising agencies randomly selected and a questionnaire on the impact of advertisements were also used. The findings of the research included that Shona was used in advertisements in order to reach out to the majority of the Zimbabwean population. In addition, Shona was also found to have been developed enough to handle formal issues like advertisements. This finding further shows that Shona advertisements reflect an instance of diglossia leakage from Shona L(ow) to Shona H(igh). Another finding is that Shona advertisements reflect some characteristics of the Shona speech community in form. These include code-switching, slang and word- division problems. An innovation in code-switching noted in some Shona advertisements is the use of three languages, namely, English, Shona and Ndebele in one advertisement. It was also established that everything about the elements of Shona advertisements communicate. For instance, the message may be visual, tactile and olfactory. It also emerged that the Shona commercial advertisements had a presenting and a hidden agenda at the same time. To achieve this the advertisements used persuasive techniques such as advertising claims, cultural hooks and personalities as spokespersons. It was also noted that most readers of advertisements do not interpret them up to the hidden persuaders but end with the direct meaning. On the other hand the Shona advertisements that gave information such as health issues have no hidden agenda. One recommendation made is that advertisements be read and studied to raise the level of awareness about the persuasive techniques used in order to distinguish between misleading advertising and those that give useful information. Some recommendations were made for future research such as carrying out similar studies of informal Shona advertisements, advertisements by n'angas/inyangas (traditional healers), prophets and political campaigns. / African Languages / M.A. (African Languages)