| Abstract [eng] |
Quality-oriented and purposeful public communication provides an opportunity for theatres to attract broader audiences to promoted performances. Public discourse of Klaipėda Drama Theatre covers a significantly large spectre of promotional means, including the internet site, social networks, articles published in mass media platforms, and video reports. However, one of the oldest and most important communication means for any theatre are posters and performance leaflets. There are few studies that analyse verbal and visual aspects of Lithuanian theatre posters, and this material has never been analysed in a complex way. Thus this thesis analyses posters and performance leaflets of Klaipėda Drama Theatre from a rhetorical point of viewfor the first time in order to determine what communicational expression means are used for achieving the main goal – attracting the audiences to the theatre. The goal of the thesis is to analyse the posters and performance leaflets of Klaipėda Drama Theatre from a rhetorical point of view. Tasks of the thesis: 1) To gather and classify performance leaflets and posters from Klaipėda Drama Theatre; 2) To review the repertoire of Klaipėda Drama Theatre from 2016 to 2018; 3) To analyse and compare the structure and compositional characteristics of performance posters and leaflets; 4) To determine verbal and non-verbal aspects of posters and leaflets that are used for communicational purposes; 5) To review language expression from a standpoint of language correctness. Conclusions. After performing analysis of posters and leaflets of Klaipėda Drama Theatre it can be concluded that the structure of the aforementioned communicational means partiallymeet the requirements of promotional text structure – it consists of an introduction, the main text, and the end. The main difference from other promotional texts is found in an introduction and the final part, as non-verbal information they include is particularly vague and not related to the promotional object – the performance (-es). Klaipėda Drama Theatre is introduced in the introduction part, and the end enlists the theatre sponsors. The main part consists of the information about the performance (-es). The dominance of visual means, and their repetition in different communicational means create a thorough image of printed promotional instruments of Klaipėda Drama Theatre. Non-verbal means reveal the aspects of content, genre, creativity, and problems of aperformance. The change of verbal and visual aspects of posters and leaflets indicate thatKlaipėda Drama Theatre is searching for innovative solutions that would catch the attention of the audiences, and attract them to see the performances. Monthly repertoire posters mainly perform the informational function, while posters and leaflets of specific performances strive for communicational impact by combining informational, appealing and emotional functions. Thus the posters of specific performances act as a transitional link to the performance leaflets that keep the main informational and visual image of a poster, but the expanded the area of language expression (stylistic and rhetorical means are applied in texts) create the coherence of informational, appealing and emotional functions. In conclusion, the printed promotional network of Klaipėda Drama Theatre is created in a rather motivated way. |
