The persuasive mechanism of monoglossic propositions in advertisments

Abstract

Bakhtin (1981, 427) does not regard bare assertions as simply neutral or factual, but as “undialogised” or “monoglossic”, and as such still not “free from subjective presencing of the speaker” (Thibault, 1997, 53). Based on such a view, in appraisal theory, monoglossic and heteroglossic propositions are defined as two discursive interpersonal choices for signalling the absence or presence of other voices within the category of engagement (Martin, White, 2005). Even though monoglossic propositions in advertisements apparently diminish their interpersonal and subjective value through undialogised positioning due to the absence of engagement elements, this value is nevertheless commonly increased by the highly evaluative nature of advertisements, which is often permeated by ideology. The paper identifies types of monoglossic propositions and investigates their evaluative charge in advertisements, which may contribute significantly to the overall persuasive rhetoric of advertisements, within the appraisal system (Martin, White, 2005).