GRAMOTA Publishers suggests publishing your scientific articles in periodicals
Pedagogy. Theory & PracticePhilology. Theory & PracticeManuscript

Archive of Scientific Articles

SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2015. № 10. Part 1. P. 72-76.
SCIENTIFIC AREA: Philological Sciences
To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

License Agreement on scientific materials use.


Zharovskaya Elena Viktorovna
Amur State University

Abstract. The article describes the prosodic characteristics of advertising radio discourse in which they serve as the indicators of distribution of the level of importance of the segments of a statement. The special attention is paid to the methodology which is a factor of emotional and esthetic influence on a listener. It can express both positive and negative emotions. The author also indicates that the rhythm makes an advertising text and an advertising slogan more structured which allows easier perception and memorizing of a phrase. The paper argues that prosody promotes the efficiency of influence of an advertising text on a listener. The change of any prosodic parameter can alter the meaning of an advertising text.
Key words and phrases: реклама, рекламный радиодискурс, речевая мелодия, ударение, временные и тембральные характеристики, ритм, эмоции, advertising, advertising radio discourse, verbal melody, accent, temporal and timbre characteristics, rhythm, emotions.
Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.


  1. Belozerova E. V. Reklama kak zhanrovyi metakontsept (na materiale sovremennoi russkoi lingvokul'tury): avtoreferat diss. … k. filol. n. Volgograd, 2007. 22 s.
  2. Kibrik A. A. Analiz diskursa v kognitivnoi perspektive: dissertatsiya v vide nauchnogo doklada, sostavlennaya na osnove opublikovannykh rabot, predstavlennaya k zashchite na soiskanie uchenoi stepeni doktora filologicheskikh nauk. M., 2003. 90 s.
  3. Somova E. G. Rol' melodiki v reklamnom diskurse // Yazyk. Tekst. Diskurs: mezhvuzovskii nauchnyi al'manakh / red. G. N. Manaenko. Stavropol': Izd-vo PGLU, 2005. Vyp. 3. S. 162-172.

To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

© 2006-2021 GRAMOTA Publishers

site development and search engine optimization (seo):