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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2021. № 7. P. 2279-2283.
SCIENTIFIC AREA:    Philological Sciences
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https://doi.org/10.30853/phil210316

Construction Terminology in Advertising Discourse: Linguo-Pragmatic Aspect

Rusakova Mavzhida Munirovna, Gorelik Polina Leonidovna, Mavrina Natalia Vladimirovna
South Ural State Medical University


Submitted: 25.05.2021
Abstract. The article considers construction terminology functioning in advertising discourse of wooden house-building. The study is conducted by the material of web sites of the Russian building companies. Scientific originality of the paper is conditioned by the fact that the authors tackle a poorly investigated problem of advertising discourse of wooden house-building, suggest a thematic classification of construction terms, identify linguistic markers of advertising construction discourse which serve to influence a consumer. The findings indicate that advertising discourse is characterized by active use of sectoral terms, borrowings and antonyms as language expressive means.
Key words and phrases: терминоведение, рекламный дискурс, строительные и медицинские термины, заимствования, контекстные антонимы, science of terminology, advertising discourse, construction and medical terms, borrowings, contextual antonyms
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