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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2016. № 10. Part 2. P. 102-105.
SCIENTIFIC AREA:    Philological Sciences
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PRAGMATIC PECULIARITIES OF AN ADVERTISING SLOGAN (BY THE MATERIAL OF RUSSIAN AND FRENCH ADVERTISING)

Kazanova Lyana Abugalievna
Kabardino-Balkarian State University named after H. M. Berbekov


Abstract. The article examines pragmatic orientation of an advertising slogan and the principle of stimulating implicit verbal influence. The slogan is considered as an advertising discourse component which at the same time has its own meaningful, structural and formal features. On the basis of the conducted analysis the author concludes that pragmatic function of a language is clearly recognizable in advertising. The advertising message involves psychological influence on a customer.
Key words and phrases: реклама, коммуникация, слоган, прагматика, семиотика, языковая игра, знак, речевой акт, речевое воздействие, advertising, communication, slogan, pragmatics, semiotics, language game, sign, speech act, verbal influence
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