Backcover blurbs (BCBs) are instances of promotional literature. They publicize the contents of books so as to attract potential buyers. An examination of 80 BCBs representative of 4 disciplines (biology, education, engineering, linguistics) shows that this advertising function is fulfilled indirectly. Indeed, BCB typical moves (e.g. identifying potential readers, explaining what purposes the books serve, summarizing their content, and referring to satisfied influential readers) convey positive information about books without overtly indicating how readers should react to them. The words employed to characterize books in BCBs reveal, in part, a similar tendency to influence readers indirectly. Explicitly evaluative terms do occur: encoding mostly (about 90%) the notion of ‘aesthetic appreciation’ (e.g. engaging, splendid, accessible, innovative), they make up about 55% of all instances of Appraisal (Martin 2000, Martin and Peter 2005). Yet, evaluative lexical resources also include descriptive expressions -- and formulas clarifying the intensity and precision of those descriptions (i.e. the notions of ‘force’ and ‘focus’ in the graduation system) -- that acquire an evaluative salience in context because they hint at the validity, modernity, thoroughness, richness, uniqueness and relevance of books to prospective readers (e.g. the latest research; concrete examples; organised with the needs of undergraduate students [...] in mind; throughout the book; an international group of experts […]; a wealth of information; my emphasis). Both these semantic patterns give readers an opportunity (and motivation) to critically evaluate the books: they highlight the benefits that come with books, so that informed choices can be made. The study shows that the overall promotional strategy adopted in BCBs involves resorting to an appeal to reason. BCBs overtly and covertly inform readers on the value of books, and implicitly suggest what is to be gained from taking advantage of them. References Martin J. R. (2000) “Beyond Exchange. APPRAISAL Systems in English”, in: Hunston Susan, Thompson Geoff (eds.), Evaluation in Text. Authorial Stance and the Construction of Discourse, Oxford, OUP, 142-175. Martin J. R. White Peter R. R. (2005) The language of evaluation, Palgrave-Macmillan.

Evaluation in back-cover blurbs

GESUATO, SARA
2007

Abstract

Backcover blurbs (BCBs) are instances of promotional literature. They publicize the contents of books so as to attract potential buyers. An examination of 80 BCBs representative of 4 disciplines (biology, education, engineering, linguistics) shows that this advertising function is fulfilled indirectly. Indeed, BCB typical moves (e.g. identifying potential readers, explaining what purposes the books serve, summarizing their content, and referring to satisfied influential readers) convey positive information about books without overtly indicating how readers should react to them. The words employed to characterize books in BCBs reveal, in part, a similar tendency to influence readers indirectly. Explicitly evaluative terms do occur: encoding mostly (about 90%) the notion of ‘aesthetic appreciation’ (e.g. engaging, splendid, accessible, innovative), they make up about 55% of all instances of Appraisal (Martin 2000, Martin and Peter 2005). Yet, evaluative lexical resources also include descriptive expressions -- and formulas clarifying the intensity and precision of those descriptions (i.e. the notions of ‘force’ and ‘focus’ in the graduation system) -- that acquire an evaluative salience in context because they hint at the validity, modernity, thoroughness, richness, uniqueness and relevance of books to prospective readers (e.g. the latest research; concrete examples; organised with the needs of undergraduate students [...] in mind; throughout the book; an international group of experts […]; a wealth of information; my emphasis). Both these semantic patterns give readers an opportunity (and motivation) to critically evaluate the books: they highlight the benefits that come with books, so that informed choices can be made. The study shows that the overall promotional strategy adopted in BCBs involves resorting to an appeal to reason. BCBs overtly and covertly inform readers on the value of books, and implicitly suggest what is to be gained from taking advantage of them. References Martin J. R. (2000) “Beyond Exchange. APPRAISAL Systems in English”, in: Hunston Susan, Thompson Geoff (eds.), Evaluation in Text. Authorial Stance and the Construction of Discourse, Oxford, OUP, 142-175. Martin J. R. White Peter R. R. (2005) The language of evaluation, Palgrave-Macmillan.
2007
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11577/1774125
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