DISCURSIVE FEATURES OF ADVERTISEMENTS
Abstract
Te article considers stylistic and pragmatic characteristics of Russian advertising with the aim of analising the linguistic status of advertisements within professional communication. Te formation of advertisement pragmatics through a complex interaction of language units is exemplifed by an advertising sketch and advertising slogans. Advertisement style identifcation is ambiguous due to a combination of different style and genre features.
Te author argues that advertising should be qualifed as a special type of media discourse. Advertisement discursive characteristics comprise semantic and pragmatic density, the ability to generate semantic accretion in the process of text actualization, specifc psychological impacts on the recipient. Te article accentuates the signifcance of sociocultural and psychological guidelines for achieving the desired effect on the addressee. Advertising discourse pragmatics is determined by the necessity to solve two main tasks – informing and urging. Teir efciency is ensured by persistent targeting of all speech components at the relevant communicative purport in view of the initial communicative conditions and the target audience.
Te author concludes that the discursive features of advertising as social and cultural practice need to be delivered to representatives of business circles in the process of their professional training.
About the Author
S. N. Ledeneva
Moscow State Institute of International Relations (University)
Russian Federation
Russian Federation
76, Prospekt Vernadskogo, Moscow, 119454
Ledeneva Svetlana Nikolaevna – Candidate of Philological Sciences, Head of English Department № 4.
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Review
For citations:
Ledeneva S.N. DISCURSIVE FEATURES OF ADVERTISEMENTS. Linguistics & Polyglot Studies. 2017;4(12):36-42. (In Russ.)
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