HUMOUR AND RELIABILITY IN ADVERTISING (BY THE EXAMPLE OF THE GERMAN PRINT ADVERTISING)
Papchenko Mariya Yur'evna
M. V. Lomonosov Moscow State University
Abstract. The article makes an attempt to describe the phenomenon of reliability in advertising basing on the papers of American and German researchers of marketing and advertising communications. The author introduces a definition of the term "reliability" which takes into account the specifics of advertising as one of the types of persuading communication. By the example of the certain German advertisements and posters the article examines the effect produced on reliability of the concrete advertisement by using humour which is interpreted by the author as a stylistic device.
Key words and phrases: рекламная коммуникация, достоверность рекламного сообщения, юмористическая реклама, языковая игра, advertising communication, reliability of an advertisement, humorous advertising, language game
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