Pragmatic Potential of Precedent Phenomena in Advertising Communication
Volkova Roza Aleksandrovna, Kaban'yan Bella Semenovna
Kuban State University
Submitted: 04.02.2020
Abstract. The article discusses the problem of precedence in advertising. The paper aims to identify the pragmatic potential of precedent phenomena in the advertising message. Scientific originality of the study lies in the fact that the authors for the first time describe pragmatic specificity of precedent units by the material of modern TV commercials of the leading mobile operators. The findings indicate that precedent phenomena in the advertising message exert manipulative influence on the consumer’s consciousness.
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