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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2017. № 2. Part 2. P. 91-97.
SCIENTIFIC AREA:    Philological Sciences
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Budanova Svetlana Gennad'evna, Ryabinina Alevtina Gennad'evna
Kuban State University, Krasnodar

Abstract. The article describes a special kind of advertising texts characterized by discursive secondariness. Their specific differentiation on the basis of the correlation of linguistic and extralinguistic peculiarities with institutional pragmatics, and also taking into account the transformations at various levels, is presented. From the point of view of construction and artistic organization in the advertising space the authors emphasize secondary texts, motivated by the following discourses: sports, mass-information, cinematographic, scientific, educational, scenic, magical, legal, political, medical, humorous, advertising, religious, as well as a number of other professional discourses. The fundamental characteristics of such secondary advertising texts are described.
Key words and phrases: рекламный текст, вторичный текст, дискурс, институциональный дискурс, дискурсивная вторичность, advertising text, secondary text, discourse, institutional discourse, discursive secondariness
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