persuasion as implicit anchoring

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1、Chapter7PersuasionasimplicitanchoringThecaseofcollocationsJan-OlaÖstmanTheprimaryaimofthisstudyistosuggestsomeofthetoolsneededforanad-equateanalysisofpersuasionindiscourse.TakentogetherthetoolsconstituteasystemreferredtoasthePIAtoolkit,wherePIAstandsfor

2、PragmaticsasImplicitAnchoring.BuildingontheestablishedusefulnessofthePIAtoolkitforresearchinotherfields,thestudyillustrateshowthesystemcanbeputtoworkvis-à-visthepersuasivefunctionofcollocationsinnewspaperdiscourse.1.TowardsanotionofimplicitcollocationGe

3、nerallyspeaking,thenotionofcollocationhastodowiththetendencyforlexicalwordstorepeatedlyco-occur,thewaygreenandgrasstendtogoto-gether.Somescholarsinadditiontalkabouttheformulaicco-occurrencesofprepositionsandnounsatschool,ofverbsandparticlescarryonandadj

4、ectivesandprepositionsinterestedinasalsobeingcollocations.Andsomescholarsviewcollocationverymechanically,asanystatisticallyspecifiedco-occurrenceofwords,includingarticle+nouncombinations.(Cf.Benson,Benson,&Ilson1997;Kjellmer1994.)Inthetraditional,Firthia

5、nsense,thecollocationalchoiceswemakeinlan-guagearesemanticchoices:collocationsareconcernedwithhowwordsgetpartoftheirmeaningfromthecharacteristicverbalcompanytheykeep.Collo-cationalchoicesarethusmadeonthesyntagmaticaxis.Theyfurnishadditionalanddifferenta

6、spectsofmeaningthanchoicesmadeontheparadigmaticaxis(wherechoicesaremadefromthesetofotherwordsandconstructsthatcouldhavebeenused)andaspectsofmeaningprovidedthroughtheinteractionofJan-OlaÖstmansuchchoiceswiththecontext-of-situationandtheculturalcontext

7、.(ForFirthsviewofmeaning,seeFirth1957a,1957b,1968;abriefoverviewisgiveninÖstman&Simon-Vandenbergen1995.)Eventhoughthestudyofcollocationshasafairlylonghistory,findinganadequateanswertothequestionofWhatcompanydoeswordXkeep?hasproventoberathercumbersome.Com

8、pounds(blackbird)andidioms(tripthelightfantastic)arelexicalizedcombinationswhoseparts(blackandbird)doindeedcollocate,butcallingthemcompoundsoridioms,respectively,ismoreinformativethancallingthemcollocations.Thesameholdstrueofmany