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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2017. № 10. Part 2. P. 120-124.
SCIENTIFIC AREA:    Philological Sciences
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TECHNIQUES TO CREATE RHYTHMICITY OF MODERN COMMERCIALS

Morilova Ekaterina Sergeevna
Saint Petersburg University


Abstract. The article examines different linguistic and extra-linguistic techniques used in the modern advertising to create rhythmicity. The author also analyzes how these techniques functioning at the different levels interact with each other and exert cumulative influence on a recipient. The paper introduces detailed classification of techniques creating rhythmicity of commercials; special attention is paid to the problem of creating rhythmicity at the intertextual level, in particular, in synchronic and diachronic aspect. The research is based on the material of the English commercials by "Columbia" company, producer of clothes and accessories for active rest.
Key words and phrases: ритм, ритмичность, реклама, рекламные кампании, стилистика, кумулятивность, повтор, rhythm, rhythmicity, advertising, advertising campaigns, stylistics, cumulativity, repetition
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