Enunciator characteristics and examples

The advertiser, Within a communicative act, it is the person who receives and decodes the enunciator's message. For his part, the enunciator is the one who encodes a message (choosing the appropriate words and structures) and emits it. Culture, experience, and encoding and decoding skills of both are involved in this process..  

The concepts of enunciator and enunciator are part of discourse studies. In general, within the linguistic discipline, discourse is the use of spoken or written language in a social context. This may consist of just one or two words (as in No parking), or it can be hundreds of thousands of words (like in a book).

In the particular case of semiotics, a distinction is also made between the speaker (enunciator) and the person to whom the statement is addressed (enunciator). In this way, in a conversation, two interlocutors participate in an intersubjective exchange. In each turn of speaking, one advances propositions and the other accepts or rejects them.

Thus, on the surface level, both participants in a situation of enunciation take clearly different positions. However, from semiotics, at a deeper level, enunciator and enunciator unite in a syncretic figure that represents enunciative performance in its entirety..

Article index

• 1 Characteristics of the advertiser
• 2 Examples
  • 2.1 In political discourse
  • 2.2 In advertisements
  • 2.3 In literary texts
• 3 References

Characteristics of the user

The enunciator is one of the key elements in an enunciation situation (use of language in the form of concrete and singular statements in a social context). Basically, the enunciation deals with the meaning of the level of expression from the perspective of different linguistic elements.

Thus, in this type of situation, the speaker's activity is the focus. Within the statement, there are traces or indices left by the speaker or enunciator. And, on the other hand, there is the relationship that the speaker maintains with his interlocutor or enunciate. The message is built, among others, from the image of the speaker on the receiver.

When an enunciation situation takes place, the enunciator receives the message, adopting an active response position. Then, you can share or not the points of view, or you can refute or not what is raised by the enunciator.

Thus, it is a dynamic and symbiotic relationship. Depending on each communicative situation, every enunciator has the potential to become an enunciator and vice versa.

Examples

In political discourse

The enunciator occupies a crucial place in political speeches. These occur under conditions of heterogeneity of the recipient. Therefore, the speakers do not know exactly the characteristics of the recipients of the message..

However, in political communication, the subject who receives, hears, or sees the information must be constructed. The construction of this enunciator generates different identification possibilities. Look at the following example:

“Today our nation joins you in your affliction. We cry with you ... We thank all those who have worked so heroically to save lives and solve this crime: those here in Oklahoma and those who are on this great land, and many who gave up their own lives to come and work side by side with you..

We are committed to doing all we can to help you heal the wounded, rebuild this city, and bring to justice those who committed this wrong… "(Bill Clinton, Oklahoma Bombing Memorial Prayer Service, April 23, 1995 , Oklahoma).

The then President of the United States delivered this speech on the occasion of a terrorist attack on a federal building in Oklahoma City. The advertisers were not only the relatives of the 168 victims, but all Americans. In some way, he sought the support of citizens in case of possible retaliation.

In advertisements

In general, advertisements are persuasive texts. Its objective is to create the need and interest on the part of the advertiser in a certain product or service. The final purpose is that he acquires them, and for this he uses all the communication resources at his fingertips.

Among others, we can mention the campaign "Just do it" (just do it) of the famous sports brand Nike. In the beginning, the advertiser of his campaigns were almost exclusively the marathon runners. Then, an unusual interest in physical exercise arose.

At the end of the 1980s, he started the aforementioned advertising campaign. Although the sentence was very short, it contained everything that people felt when they exercised. It is a slogan that advertisers can relate to: the drive to excel beyond limits..

Another example of how advertising manages to identify with the advertiser and their challenges is the Always campaign. This started as a commercial explaining the stigma behind playing sports "like a girl", implying that the boy's form is better. At the end of the ad, the message is clear: girls are just as fit and capable as boys.

In literary texts

Literary texts consist of written material whose purpose is to entertain. Examples of this are fiction novels or poem. Although its main function as a text is usually aesthetic, it can also contain political messages or beliefs.

Now, constantly, the proponents of a literary text make a re-elaboration of the original material. In their reading experience, each one updates in some way the implicit meanings in this type of discourse..

Thus, the following verses (part of a poem by the Venezuelan Andrés Eloy Blanco entitled The infinite children) will have different meanings depending on the vision of the world and the experiences of each reader:

… When you have a child, you have so many children
that the street fills up
and the square and the bridge
and the market and the church
and any child is ours when he crosses the street

and the car runs him over
and when he looks out on the balcony
and when he gets close to the pool;
and when a child screams, we don't know
if ours is the cry or is the child,
and if they bleed and complain,
at the moment we would not know
yes hey is hers or if the blood is ours ...

References

1. Sánchez Espinosa, M. and Martínez Santillán, E. (2006). Reading and Writing Workshop II. a constructivist approach. Mexico: Pearson Education.
2. Martin, B. and Ringham, F. (2006). Key Terms in Semiotics. New York: A&C Black.
3. Nordquist, R. (2018, April 24). Discourse: Definition and Examples. Taken from thoughtco.com.
4. Martin, B. and Ringham, F. (1999). Dictionary of Semiotics. London: Bloomsbury Publishing.
5. Vargas Franco, A, (2007). Writing at university: reflections and strategies on the process of writing academic texts. Cali: University of the Valley.
6. Capdevila Gómez, A. (2004). Persuasive discourse: The rhetorical structure of electoral spots on television. Barcelona: Autonomous University of Barcelona.
7. Kolowich, L. (2018, April 01). The 17 Best Advertisements of All Time.
8. Chumaceiro, I. (2005). Linguistic study of the literary text: analysis of five Venezuelan stories. Caracas: Humanities Editorial Fund.