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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2015. № 10. Part 1. P. 72-76.
SCIENTIFIC AREA: Philological Sciences
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PROSODY IN THE ADVERTISING RADIO DISCOURSE

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.
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