Configuración histórica del discurso publicitario como lengua de especialidad: recursos lingüísticos y enunciativos. El anuncio impreso a finales del siglo XVIII

Abstract

Researchers’ preferences within the historical study of media discourse have mostly revolved around the shaping of news programs. Attention has recently started being paid to other textual types linked to the consolidation of the press in Spain, including readers’ letters or letters to the editor, the origins of which date back to the 18th century. Along the lines of the analyses about secondary genres derived from news texts, this study focuses  on the discursive shaping of the earliest printed advertisements, known as ‘particular news items’ or ‘commercial news items’ at the time. The interest in such texts arises from the need to analyze the historical shaping of advertising discourse, which from the very beginning has allowed for the coexistence not only of an informative purpose but also, jointly, of a persuasive aim which favors the appearance of linguistic features (future subjunctive, adjectival gerund and emphatic possessive) and discursive strategies that have sometimes survived to the present day. We use a corpus made up of printed advertisements published in 1758 in the Diario Noticioso, Curioso-Erudito, y Comercial Público y Económico and in the Hebdomadario útil sevillano.