MEANS TO VERBALIZE ADVERTISING DISCOURSE OF FINANCIAL SERVICES
Klimova Irina Iosifovna, Mel'nichuk Marina Vladimirovna
Financial University under the Government of the Russian Federation
Submitted: 12.11.2019
Abstract. The article analyses a suggestive component of advertising texts with a view to identify the techniques used to propagate financial services market. Special attention is paid to the dichotomy of the statement propositional content and the means of verbalization. Using the statistical method, the paper estimates the percentage of manipulative contexts on financial organizations’ websites. Linguistic techniques for verbal explication of a suggestive intention are summarized in a table. The conclusion is made that financial companies’ advertising discourse evolves from institutionalization to democratization.
Key words and phrases: рекламный дискурс финансовых услуг, суггестивные средства языка, речевые стратегии и тактики, интенциональность высказывания, прагматическая интерпретация, advertising discourse of financial services, suggestive linguistic techniques, speech strategies and tactics, intentionality of statement, pragmatic interpretation
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