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SOURCE:	Philology. Theory & Practice. Tambov: Gramota, 2014. № 10. Part 2. P. 80-83.
SCIENTIFIC AREA:	Philological Sciences
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CONCEPTION OF BAKHTIN’S DIALOGISM IN MODERN ADVERTISING COMMUNICATION

Kolmakova Valentina Vasil'evna
Rostov Institute (Branch) of Plekhanov Russian University of Economics

Abstract. The article considers the dialogic conception of M. M. Bakhtin in terms of its manifestation in modern advertising communication. Dialogue is studied as the interaction of cultural tradition and individual creativity. Dialogue construction of advertising text defines for the most part the recipient’s perception and interpretation of this message. The topicality of the paper is stipulated by the problem of advertisement texts effectiveness.

Key words and phrases: рекламная коммуникация, концепция диалогизма, диалоговые структуры, индивидуальное творчество, манипулятивные возможности языка, культурная традиция, advertising communication, conception of dialogism, dialogic boxes structures, individual creativity, manipulative language possibilities, cultural tradition

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References:

Bakhtin M. M. Freidizm. Formal'nyi metod v literaturovedenii. Marksizm i filosofiya yazyka: stat'i. M.: Labirint, 2000. 640 s.
Bakhtin M. M. Estetika slovesnogo tvorchestva. M.: Iskusstvo, 1979. 424 s.
Dolzhenkov V. N. Koordinatsiya kommunikativnoi deyatel'nosti [Elektronnyi resurs] // Filologicheskie nauki. Voprosy teorii i praktiki. Tambov: Gramota, 2014. № 5. Ch. 2 (35). S. 73-75 URL: http://www.gramota.net/ materials/2/2014/5-2/18.html (data obrashcheniya 17.07.2014).
Kolmakova V. V. Usilenie dukhovno-nravstvennogo komponenta uchebno-vospitatel'nogo protsessa v uchrezhdeniyakh VPO v sovremennykh usloviyakh: monografiya. Rostov n/D: SKNTs VSh, 2012. 206 s.
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Odaryuk I. V. Lingvoetnicheskii aspekt perevoda reklamy // Obshchestvo i lichnost': integratsiya, partnerstvo, sotsial'naya zashchita: mat-ly vtoroi Mezhdunar. nauch.-prakt. konf. Stavropol': SKSI, 2009. S. 200-203.

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