Pan-Art Pedagogy. Theory & Practice Philology. Theory & Practice Manuscript

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ISSUE:    Philology. Theory & Practice. 2015. Issue 11-1
COLLECTION:    Varia

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ON THE ISSUE OF THE PARTICIPATION OF ADVERBS IN THE CREATION OF ADVERTISING TEXTS

Irina Anatol'evna Tropina
Rostov State Medical University of the Ministry of Health of the Russian Federation


Submitted: November 1, 2015
Abstract. The article is devoted to an advertising language. It says about adverbs-innovations, which perform three functions in advertising texts: compressive, cognitive and pragmatic. The article considers the examples of a linguistic game with the participation of adverbs, which do not only attract the attention of the addressee to the information, but also have an impact on the attitude to it. Being original, a linguistic game focuses attention of a potential client on the goods or a service, in the necessity of acquiring which he mustn’t have any doubts.
Key words and phrases:
язык рекламы
слоган
наречие
создание игровых моментов
способы репрезентации наречий в рекламных текстах
компрессивная, когнитивная и прагматическая функции рекламных текстов
advertising language
slogan
adverb
creation of playing moments
the ways of adverb representations in advertising texts
compressive, cognitive and pragmatic functions of advertising texts
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References:
  1. Ильясова С. В., Амири Л. П. Языковая игра в коммуникативном пространстве СМИ и рекламы. М.: Флинта, 2009. 296 с.
  2. Калякина О. Н., Ремчукова Е. Н. «Живи с огоньком»: игровой потенциал наречий в рекламных текстах // Русская речь. 2007. № 5. С. 64-71.
  3. Розенталь Д. Э., Кохтев Н. Н. Язык рекламных текстов. М.: Высшая школа, 1990. 125 с.
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