Казахского государственного женского педагогического университета
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| Қазақ мемлекеттік қыздар педагогикалық университетінің Хабаршысы № 1 (77), 2019
151 D. Levi has another point of view and confirms that strategy may be defined as cognitive process of speaker‘s correlation of the communicative purpose with definite language means of expression [8; 197]. E.Tarone (1980:20) for example, define the term as, ―communication strategies are mutual attempts of two inter-locuters to agree on a meaning in situation where the required meaning structures do not seem to be sheared‖ [9; 272]. T. van Dijk characterizes communicative strategy as «the property of cognitive plans». The cognitive plans represent «the general organization of some sequence of actions and include the purpose or purposes of interaction» [10; 274]. Ellis (1994:182) defines communication strategies as; Communication strategies are psycholinguistic plans, which exist as part of the language user‘s communicative competence. They are potentially conscious and serve as substitutes for production plans, which the learner is unable to implement. O. Issers definition is «strategy represents the cognitive plan of communication which determines the optimum solution of speaker‘s communicative tasks under conditions of lack of information connected with partner‘s actions» [2; 100]. T. Yanko represents the language approach to the definition of communicative strategy. It is founded on the theory of actual division and communicative structure of the sentence: «The communicative strategy of the speaker consists of the choice of communicative intentions, distribution of increments of information on communicative components and the choice of the succession of communicative components in the sentence» [11; 38]. Therefore, it can be concluded that communication strategies are individuals‘ knowledge and abilities of coping with communication problems while maintaining communications. For each communicator, the stage of strategic planning of the speech is natural. This stage is especially important in the situation of institutional communication, when it is necessary to build a chain of justified, interrelated and complementary communicative steps that will lead to the achievement of the main goal of the interaction - changing the initial settings and adjusting the picture of the addressee‘s world. Communicative strategy is the line of communication behavior of a communicator, chosen by him for the realization of his global intentions in relation to the forthcoming communication as a whole or due to the desire to achieve certain results at a particular stage of speech interaction. Language strategies (specific language approach) are defined by the semantic, stylistic and pragmatic choice of the speaker. It has identified types of general and individual strategies. For example, the general strategy for discrediting based on individual strategies, such as prosecution and bullying. Communicative tactics are a way of implementing a communicative strategy, optimal for achieving the speaker‘s goal, meeting generally accepted norms of communication and taking into account the particularities of the genre in which this tactic is used. To implement a communicative strategy, one, two or several communicative tactics can be used, the choice of which depends on the scale of the intended goal, the situation of communication and the addressee's reaction. The difference between strategies and tactics is in this way: A strategy is an approach, and a tactic is a task. Tactics are the tools that communicators use to build a successful campaign. If we look through communicative strategies and tactics applied in travel blogs, one can see that top travel bloggers have a bigger following than the traditional mass media. The bloggers are also more likely to be trusted. According to the report of 2013 81 percent of US residents trust advice and information they read on blogs and 65 percent say that they have made a purchase based on blog posts. It means that blogging is more than pastime. The rapid development of new media has been driven by three factors: open publishing, collaborative editing, and distributed content. One of the most obvious positioning strategies for advertising luxury services is an appeal strategy for status. This strategy allows us to emphasize, on the one hand, the correspondence of the acquired services to the value orientations of the consumer, and on the other, the addressee‘s belonging to the reference group with high social status and income level. As an implementation of the strategy of appeal to status, the following tactical methods can be distinguished: 1) appeal to authority; 2) appeal to luxury; 3) appeal to style and fashion. Қазақ мемлекеттік қыздар педагогикалық университетінің Хабаршысы № 1 (77), 2019 152 жүктеу/скачать 6,41 Mb. Достарыңызбен бөлісу:
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