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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2014. № 8. Part 1. P. 174-180.
SCIENTIFIC AREA: Philological Sciences
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Sknarev Dmitrii Sergeevich
National Research South Ural State University

Abstract. The article reveals the essence of the conception of "commercial image" specifying and concretizing the mentioned phenomenon. The author identifies the system of images of the advertising discourse distinguishing its visual and verbal representation in the consciousness of consumers. The paper pays special attention to the specifics of automobile advertising and its varieties. It’s remarkable that the advertising of domestic autos (not previously represented in the scientific investigations) for the first time becomes the subject of author’s attention, which testifies for the urgency of the implemented research. The author identifies the most productive linguistic means creating a verbal image of a domestic auto in the advertising discourse (by the material of the texts published in the printed media and outdoor advertising).
Key words and phrases: язык рекламы, система образов рекламного дискурса, рекламный образ, образ отечественного автомобиля, автомобильная реклама, рекламный дискурс, языковые средства, рекламный текст, language of advertising, system of images of the advertising discourse, commercial image, image of a domestic auto, automobile advertising, advertising discourse, linguistic means, commercial text.
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