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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2015. № 11. Part 1. P. 181-184.
SCIENTIFIC AREA: Philological Sciences
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Tropina Irina Anatol'evna
Rostov State Medical University of the Ministry of Health of the Russian Federation

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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