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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2015. 7. Part 2. P. 112-114.
SCIENTIFIC AREA: Philological Sciences
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THE HUMOROUS CONTENT OF THE RUSSIAN TELEVISION ADVERTISEMENT: NEW TENDENCIES, LANGUAGE PECULIARITIES

Miroshnichenko Galina Anatol'evna
Peoples Friendship University of Russia


Abstract. The article examines the specificity of a humorous content of the modern Russian television advertisement. The mechanism of production, development and perception of a joke is revealed. The language games, intensifying the comical effect, are described. By the example of samples of the television advertisement the possibilities of the comedy verbal humour in intensifying the communicative attractiveness of an advertisement, efficiency of perception and remembering the advertising offer of brands are demonstrated.
Key words and phrases: , , , , , advertising content, verbal humour, development and culmination of a joke, effect of comical, language games.
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