CONSTRUCTING SPEECH INFLUENCE IN THE ADVERTISING DISCOURSE: THE ROLE OF FIGURATIVE MEANS
Velichko Marina Aleksandrovna
Kuban State University, Krasnodar
Abstract. The article examines the basic figurative means, such as metaphor, pun, metonymy, synecdoche and hyperbole which perform the persuasive function in the advertising discourse. The paper also considers the pragmatic effect of the mentioned expressive means. Analyzing the advertising text fragments the author concludes that the speech influence is realized not only by the linguistic means but also through the harmonious combination of verbal and non-verbal units.
Key words and phrases: образные средства, функция убеждения, рекламный дискурс, прагматический эффект, речевое воздействие, вербальные и невербальные единицы, figurative means, persuasive function, advertising discourse, pragmatic effect, speech influence, verbal and non-verbal units
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Atak'yan G. S. Pragmatika yazyka turisticheskoi reklamy: avtoref. diss. … k. filol. n. Maikop, 2010. 28 s.
Vroon R. Arkhaizm i futurizm: zametki k teme (Kamenskii, Kruchenykh, Khlebnikov) // 1913. "Slovo kak takovoe": k yubileinomu godu russkogo futurizma: materialy Mezhdunar. nauch. konf. SPb.: Izd-vo EUSPb, 2015. S. 113-130.
Issers O. S. Diskursivnye praktiki nashego vremeni. M.: URSS; LENAND, 2015. 272 s.
Pochtar' E. V. Pragmastilisticheskaya organizatsiya reklamy kak diskursa ubezhdeniya: na materiale amerikanskoi pechatnoi reklamy: diss. … k. filol. n. M., 2011. 271 s.
Khutyz I. P. Mul'timodal'nost' akademicheskogo diskursa kak uslovie ego kommunikativnoi uspeshnosti // Vestnik Adygeiskogo gosudarstvennogo universiteta. Seriya: Filologiya i iskusstvovedenie. 2016. № 1 (172). S. 90-95.
Русский
