Temps et Oralité dans le Conte Oral

This article addresses the question of narrative tense usage in a particular variety of performed oral narration in modern French, i.e. oral storytelling. We examine the narrative tense systems used in both traditional and new storytelling, comparing these with well-attested oral and written patterns and with theoretical models such as Benveniste's, Weinrich's and Revaz's. We examine briefly some of the key functions of the tense alternations attested, again comparing these to patterns in other types of discourse, and conclude by considering the nature of the « orality » in question.

‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising

This paper explores certain pragmatic features of advertising discourse. It focuses on and expands upon a binary distinction between types of advertising discourse which was proposed initially by Bernstein (1974) and which has been touched upon more recently by other commentators such as Cook (1992). This is the distinction between reason advertisements (those which suggest a motive or reason for purchase) and tickle advertisements (those which appeal to humour, emotion and mood). It will be argued that Bernstein's distinction can be accommodated relatively systematically within contemporary frameworks of language and discourse. Drawing on a range of work in pragmatics and in systemic-functional linguistics, this paper takes some tentative steps towards the development of a theoretical model with accounts for this particular communicative-cognitive dimension of advertising discourse.