FUNCTIONAL AND PRAGMATIC FEATURES OF LANGUAGE GAME IN ENGLISH-LANGUAGE BANNER ADVERTISING DISCOURSE ON THE INTERNET
Ivanova Ekaterina Sergeevna
Peoples’ Friendship University of Russia, Moscow
Abstract. The article presents the main results of the research aimed at defining the role of language game methods in implementing the pragmatic function of advertising discourse on the Internet. The article considers the key features of language game in the English-language banner advertising discourse. The importance of language game methods in the image formation of the advertised product, the perception of advertising by the addressee and the influence of banner advertising discourse on target audience are substantiated.
Key words and phrases: языковая игра, когнитивно-дискурсивная парадигма, рекламный дискурс, интернет-реклама, баннерная реклама, language game, cognitive discourse paradigm, advertising discourse, Internet advertising, banner advertising
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