Гальперин И. Р. Стилистика английского языка
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2. ADVERTISEMENTS AND ANNOUNCEMENTS Advertisements made their way into the British press at an early stage of its development, i.e. in the mid-17th century. So they are almost as old as newspapers themselves. The principal function of advertisements and announcements, like that of brief news, is to inform the reader. There are two basic types of advertisements and announcements in the modern English newspaper: classified and non-classified. In classified advertisements and announcements various kinds of information are arranged according to subject-matter into sections, each bearing an appropriate name. In The Times, for example, the reader never fails to find several hundred advertisements and announcements classified into groups, such as BIRTHS, MARRIAGES, DEATHS, IN MEMORIAM, BUSINESS OFFERS, PERSONAL, etc. This classified arrangement has resulted in a number of stereotyped patterns regularly employed in newspaper advertising. Note one of the accepted patterns of classified advertisements and announcements in The Times: BIRTHS CULHANE. – On November 1st, at St. Bartholomew's Hospital, to BARBARA and JOHN CULHANE – a son. All announcements in the 'Birth' section are built on exactly the same elliptical pattern. This tendency to eliminate from the sentence all elements that can be done without is a pronounced one in advertisement and announcement writing. The elliptic sentence structure has no stylistic function; it is purely technical – to economize space, expensive in what newspaper men call the "advertising hole." Though, of course, having become a common practice, this peculiar brevity of expression is a stylistic feature of advertisements and announcements which may take a variety of forms, for example: 301 TRAINED NURSE with child 2 years seeks post London preferred. – Write Box С 658, The Times, E.C. 4. Here the absence of all articles and some punctuation marks makes the statement telegram-like. Sentences which are grammatically complete also tend to be short and compact. The vocabulary of classified advertisements and announcements is on the whole essentially neutral with here and there a sprinkling of emotionally coloured words or phrases used to attract the reader's attention. Naturally, it is advertisements and announcements in the PERSONAL section that are sometimes characterized by emotional colouring, for example: ROBUST, friendly student, not entirely unintelligent, seeks Christmas vacation job. No wife, will travel, walk, ride or drive and undertake any domestic, agricultural or industrial activity. Will bidders for this curiously normal chap please write Box С 552, The Times, E.C. 4. Emotional colouring is generally moderate, though editors seem to place no restrictions on it. See the following announcement in the PERSONAL section of The Times: Alleluia! I'm a mum. (A jocular modification of the chorus of the well-known American song "Alleluia, I'm a bum". A young woman is stating that she has become a mother.) As for the non-classified advertisements and announcements, the variety of language form and subject-matter is so great that hardly any essential features common to all may be pointed out. The reader's attention is attracted by every possible means: typographical, graphical and stylistic, both lexical and syntactical (Here there is no call for brevity, as the advertiser may buy as much space as he chooses. The following are the initial lines of a full-page advertisement of Barclays Bank carried by an issue of The Guardian: WHAT WE WANT A bank's business is with other people's money, so we want people whose integrity is beyond question. Money is a very personal business, so we want people who like people. Banking is work that calls for accuracy, so we want people who can work accurately. Our staff has to have integrity, personality, accuracy. We want them to have imagination too. 3. THE HEADLINE The headline (the title given to a news item or an article) is a dependent form of newspaper writing. It is in fact a part of a larger whole. The specific functional and linguistic traits of the headline provide sufficient ground for isolating and analysing it as a specific "genre" of journalism. The main function of the headline is to inform the reader briefly what the text that follows is about. But apart from this, headlines often contain elements of appraisal, i.e. they show the reporter's or the paper's attitude to the facts reported or commented on, thus also performing the function of instructing the reader. English headlines are 302 short and catching, they "compact the gist of news stories into a few eye-snaring words. A skilfully turned out headline tells a story, or enough of it, to arouse or satisfy the reader's curiosity."1In some English and American newspapers sensational headlines are quite common. The practices of headline writing are different with different newspapers. In many papers there is, as a rule, but one headline to a news item, whereas such papers as The Times, The Guardian, The New York Times often carry a news item or an article with two or three headlines, and sometimes as many as four, e.g. BRITAIN ALMOST "CUT IN HALF" Many Vehicles Marooned in Blizzard (The Guardian) STATE AUDIT FINDS NEW CITY DEFICITS IN LAST 2 BUDGETS ________________ Asserts Bookkeeping Errors Led Controller to Overstate Anticipated Revenues ________________ $ 292-MILLION INVOLVED _________________ Report Asserts Both Beame And Goldin Issued Notes Without Proper Backing (The New York Times) FIRE FORCES AIRLINER TO TURN BACK ________________ Cabin Filled With Smoke ________________ Safe Landing For 97 Passengers ________________ Atlantic Drama In Super VC 10 (The Times) Such group headlines are almost a summary of the information contained in the news item or article. The functions and the peculiar nature of English headlines predetermine the choice of the language means used. The vocabulary groups considered in the analysis of brief news items are commonly found in headlines. But headlines also abound in emotionally coloured words and phrases, as the italicised words in the following: ___________ 1 Bastion, George C. Editing the Day's News. N. Y., 1956, p. 62. 303 End this Bloodbath (Morning Star) Milk Madness (Morning Star) Tax agent a cheat (Daily World) No Wonder Housewives are Pleading: 'HELP' (Daily Mirror) Roman Catholic Priest sacked (Morning Star) Furthermore, to attract the reader's attention, headline writers often resort to a deliberate breaking-up of set expressions, in particular fused set expressions, and deformation of special terms, a stylistic device capable of producing a strong emotional effect, e.g. Cakes and Bitter Ale (The Sunday Times) Conspirator-in-chief Still at Large (The Guardian) Compare respectively the allusive set expression cakes and ale, and the term commander-in-chief. Other stylistic devices are not infrequent in headlines, as for example, the pun (e.g. 'And what about Watt' – The Observer), alliteration (e.g. Miller in Maniac Mood – The Observer), etc. Syntactically headlines are very short sentences or phrases of a variety of patterns: a) Full declarative sentences, e.g. 'They Threw Bombs on Gipsy Sites' (Morning Star), 'Allies Now Look to London' (The Times) b) Interrogative sentences, e. g. 'Do you love war?' (Daily World), Will Celtic confound pundits?' (Morning Star) c) Nominative sentences, e.g. 'Gloomy Sunday' (The Guardian), 'Atlantic Sea Traffic' (The Times), 'Union peace plan for Girling stewards' (Morning Star) d) Elliptical sentences: a. with an auxiliary verb omitted, e.g. 'Initial report not expected until June!' (The Guardian), 'Yachtsman spotted' (Morning Star); b. with the subject omitted, e.g. 'Will win' (Morning Star), ‘Will give Mrs. Onassis $ 250,000 a year' (The New York Times); c. with the subject and part of the predicate omitted, e.g. 'Off to the sun’ (Morning Star), 'Still in danger' (The Guardian) e) Sentences with articles omitted, e. g. 'Step to Overall Settlement Cited in Text of Agreement' (International Herald Tribune), 'Blaze kills 15 at Party' (Morning Star) Articles are very frequently omitted in all types of headlines. f) Phrases with verbals – infinitive, participial and gerundial, e.g. 'To get US aid' (Morning Star), 'To visit Faisal' (Morning Star), 'Keeping Prices Down' (The Times), 'Preparing reply on cold war' (Morning Star), 'Speaking parts' (The Sunday Times) g) Questions in the form of statements, e.g. 'The worse the better?' (Daily World), 'Growl now, smile later?' (The Observer). h) Complex sentences, e. g. 'Senate Panel Hears Board of Military Experts Who Favoured Losing Bidder' (The New York Times), 'Army Says It Gave LSD to Unknown GIs' (International Herald Tribune) i) Headlines including direct speech: a. introduced by a full sentence, e.g., 'Prince Richard says: "I was not in trouble"' (The Guardian), 'What Oils the Wheels of Industry? 304 Asks James Lowery-Olearch of the Shell-Мех and B. P. Group' (The Times); b. introduced elliptically, e.g. 'The Queen: "My deep distress"' (The Guardian), 'Observe Mid-East Ceasefire – U Thant' (MorningStar) The above-listed patterns are the most typical, although they do not cover all the variety in headline structure. The headline in British and American newspapers is an important vehicle both of information and appraisal; editors give it special attention, admitting that few read beyond the headline, or at best the lead. To lure the reader into going through the whole of the item or at least a greater part of it, takes a lot of skill and ingenuity on the part of the headline writer. 4. THE EDITORIAL The function of the editorial is to influence the reader by giving an interpretation of certain facts. Editorials comment on the political and other events of the day.. Their purpose is to give the editor's opinion and interpretation of the news published and suggest to the reader that it is the correct one. Like any evaluative writing, editorials appeal not only to the reader's mind but to his feelings as well. Hence the use of emotionally coloured language elements, both lexical and structural. Here are examples: "The long-suffering British housewife needs a bottomless purse to cope with this scale of inflation." (Daily Mirror) "But since they came into power the trend has been up, up, up and the pace seems to be accelerating." (Daily Mail). In addition to vocabulary typical of brief news items, writers of editorials make an extensive use of emotionally coloured vocabulary. Alongside political words and expressions, terms, clichés and abbreviations one can find colloquial words and expressions, slang, and professionalisms. The language of editorial articles is characterized by a combination of different strata of vocabulary, which enhances the emotional effect, for example: (1) FAT GIFTS FOR SOME THE TOPMOST boss of the giant Bank Organisation, Sir John Davis, has sacked the lesser boss Mr. Graham Dowson, who gets £ 150,000 from the company's till as "compensation" for loss of office. Were there screams of agony in the capitalist press or from the Tories about the size of this golden handshake? There were not. Fat gifts are the usual thing when big bosses go. The bigger and richer they are, the fatter the cheques. (Morning Star) 305 (2) THATCHER MRS. THATCHER has now arrived back from her American jamboree proudly boasting that she is now "totally established as a' political leader in the international sphere." This simply goes to show that the fawning American audiences drawn from the top drawer of US capitalist society to whom she spoke will buy any farrago of trite and pious platitudes. When she arrived back brimming over with her new-found international fame, she regaled us all once again with her views on equality and the opportunity to be unequal. One thing is certain. The capitalist system for which she stands can never be accused of denying the majority of the British people of this opportunity to be unequal. (Morning Star) (3) LOCAL BLOODSUCKERS Local Government was once dull. But looming for ratepayers this spring are rate increases of an average of 25 per cent. Outside London and above 60 per cent within it. These follow last year's stratospheric increases. Alas, if rapacious demands of this kind can emerge from them, what goes on in Britain's town halls cannot be so tedious. Chaotic, frightening, scandalous, yes; dull, no. ... (The Daily Telegraph) The above quoted examples from English newspaper editorials abound in emotionally coloured vocabulary units. Along with neutral and literary (common and special) vocabulary one can find words used with emotive colouring: topmost, giant, screams (of agony) (1), fawning, pious, platitudes (2), scandalous, frightening, rapacious, alas (3); colloquial vocabulary units: to sack, fat (1), jamboree (2); slang: to buy (in the sense of 'accept') (2); and instances of linguistic imagery: this golden handshake (1), the top drawer of US capitalist society (2), stratospheric increases (3), etc. All these lexical means are highly emotive and thoroughly evaluative. Emotional colouring in editorial articles is achieved with the help of various stylistic devices, both lexical and syntactical, the use of which is largely traditional. Editorials abound in trite stylistic means, especially metaphors and epithets, e.g. international climate, a price explosion, a price spiral, a spectacular sight, an outrageous act, brutal rule, an astounding statement, crazy policies. Traditional periphrases are also very common in newspaper editorials, such as Wall Street (American financial circles), Downing Street (the British Government), Fleet Street (the London press), the Great Powers (the five or six biggest and strongest states), the third world (states other than socialist or capitalist), and so on. Most trite stylistic means commonly used in the newspaper have become clichés. But genuine stylistic means are also sometimes used, which helps the writer of the editorial to bring his idea home to the reader through 306 the associations that genuine imagery arouses. Practically any stylistic device may be found in editorial writing, and when aptly used, such devices prove to be a powerful means of appraisal, of expressing a personal attitude to the matter in hand, of exercising the necessary emotional effect on the reader. Note the following example: "That this huge slice of industry should become a battleground in which public cash is used as a whip with which to lash workers is a scandal. ... Yet it is the workers who are being served up as the lambs for sacrifice, and it is public money that is used to stoke the fires of the sacrificial pyre." (Morning Star) The stylistic effect of these sustained similes is essentially satirical. A similar effect is frequently achieved by the use of metaphor, irony, the breaking – up of set expressions, the stylistic use of word-building, by using allusions, etc. Two types of allusions can be distinguished in newspaper article writing: a allusions to political and other facts of the day which are indispensable and have no stylistic value, and b. historical, literary and biblical allusions which are often used to create a specific stylistic effect, largely - satirical. The emotional force of expression in the editonal is often enhanced by the use of various syntactical stylistic devices. Some editorials abound in parallel constructions, various types of repetition, rhetorical questions and other syntactical stylistic means. Yet, the role of expressive language means and stylistic devices in the editorial should not be over-estimated. They stand out against the essentially neutral background. And whatever stylistic devices one comes across in editorials, they are for the most part trite. Broadly speaking, tradition reigns supreme in the language of the newspaper. Original forms of expression and fresh genuine stylistic means are comparatively rare in newspaper articles, editorials included. However, although all editorials, as a specific genre of newspaper writing, have common distinguishing features, the editorials in different papers vary in degree of emotional colouring and stylistic originality of expression. While these qualities are typical enough of the "popular" newspapers (those with large circulations), such as the Daily Mirror and the Daily Mail, the so-called "quality papers", as The Times and The Guardian, make rather a sparing use of the expressive and stylistic means of the language. Whatever stylistic "gems" one may. encounter in the newspaper, they cannot obscure the essentially traditional mode of expression characteristic of newspaper English. |