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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2017. № 9. Part 2. P. 95-97.
SCIENTIFIC AREA:    Philological Sciences
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LINGUISTIC-STYLISTIC PECULIARITIES OF ADVERTISING TEXTS IN THE SPHERE OF BUSINESS ADVERTISING
Galikhanova Farzaniya Ul'masovna, Davletbaeva Diana Nailevna
Kazan (Volga region) Federal University
Abstract. The article considers pragmatic and linguo-stylistic peculiarities of advertising texts in the sphere of business communication. The notion of pragmatics in the field of advertising is specified. The paper reveals manipulative techniques used in advertising texts. The work gives examples of the most frequent stylistic means used in advertising and presents their quantitative analysis.
Key words and phrases: прагматическая направленность, троп, эпитет, метафора, сравнение, каламбур, фразеологизм, парцеллированный приём, манипуляция сознанием, pragmatic orientation, trope, epithet, metaphor, simile, pun, phraseological unit, parceling, manipulation of consciousness
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