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

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ISSUE:    Philology. Theory & Practice. 2017. Issue 2-2
COLLECTION:    Linguistics

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DISCURSIVE SECONDARINESS IN ADVERTISING TEXTS

Svetlana Gennad'evna Budanova
Kuban State University, Krasnodar

Alevtina Gennad'evna Ryabinina
Kuban State University, Krasnodar


Submitted: February 1, 2017
Abstract. The article describes a special kind of advertising texts characterized by discursive secondariness. Their specific differentiation on the basis of the correlation of linguistic and extralinguistic peculiarities with institutional pragmatics, and also taking into account the transformations at various levels, is presented. From the point of view of construction and artistic organization in the advertising space the authors emphasize secondary texts, motivated by the following discourses: sports, mass-information, cinematographic, scientific, educational, scenic, magical, legal, political, medical, humorous, advertising, religious, as well as a number of other professional discourses. The fundamental characteristics of such secondary advertising texts are described.
Key words and phrases:
рекламный текст
вторичный текст
дискурс
институциональный дискурс
дискурсивная вторичность
advertising text
secondary text
discourse
institutional discourse
discursive secondariness
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