TECHNIQUES TO CREATE RHYTHMICITY OF MODERN COMMERCIALS
Morilova Ekaterina Sergeevna
Saint Petersburg University
Abstract. The article examines different linguistic and extra-linguistic techniques used in the modern advertising to create rhythmicity. The author also analyzes how these techniques functioning at the different levels interact with each other and exert cumulative influence on a recipient. The paper introduces detailed classification of techniques creating rhythmicity of commercials; special attention is paid to the problem of creating rhythmicity at the intertextual level, in particular, in synchronic and diachronic aspect. The research is based on the material of the English commercials by "Columbia" company, producer of clothes and accessories for active rest.
Key words and phrases: ритм, ритмичность, реклама, рекламные кампании, стилистика, кумулятивность, повтор, rhythm, rhythmicity, advertising, advertising campaigns, stylistics, cumulativity, repetition
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Den A. Materinskii kapital: kak upravlyat' biznesom s vyruchkoi $2 mlrd v 91 god [Elektronnyi resurs]. URL: http://www.forbes.ru/kompanii/potrebitelskii-rynok/307275-materinskii-kapital-kak-upravlyat-biznesom-s-vyruchkoi-2-mlrd-v (data obrashcheniya: 19.08.2017).
Morilova E. S. Ritmicheskie stilisticheskie priemy v reklamnykh tekstakh (na materiale zhurnal'noi reklamy v Anglii i SShA) // Materialy konferentsii "Anglistika v XXI veke". SPb.: Filologicheskii fakul'tet SPbGU, 2002. S. 115-116.
Baker A. The Sporting Life: Columbia’s New Look [Elektronnyi resurs]. URL: https://fashionweekdaily.com/the-sporting-life-columbias-new-look/ (data obrashcheniya: 19.08.2017).
Basu T. 'One Tough Mother' Is Back for Columbia Sportswear Ads [Elektronnyi resurs]. URL: http://time.com/4062636/ one-tough-mother-columbia-sportswear (data obrashcheniya: 19.08.2017).
Beasley R. Persuasive Signs: The Semiotics of Advertising. Berlin - N. Y.: Mouton de Gruyter, 2002. 193 p.
Columbia Cliff TV Commercial [Elektronnyi resurs]. URL: https://www.youtube.com/watch?v=Xvpte553PKw (data obrashcheniya: 20.08.2017).
Columbia Commercial [Elektronnyi resurs]. URL: https://www.youtube.com/watch?v=pjvkpDbXu7Y (data obrashcheniya: 20.08.2017).
Columbia History [Elektronnyi resurs]. URL: http://www.columbia.com/About-Us_History.html (data obrashcheniya: 19.08.2017).
Columbia Sportswear Car Wash: Tested Tough [Elektronnyi resurs]. URL: https://www.youtube.com/watch?v=by4jg F64k7Q (data obrashcheniya: 20.08.2017).
Columbia Sportswear Unveils "Tested Tough," Its New Global Brand Platform [Elektronnyi resurs]. URL: http://www.businesswire.com/news/home/20151007006329/en/Columbia-Sportswear-Unveils-%E2%80%9CTested-Tough%E2%80%9D-New-Global (data obrashcheniya: 19.08.2017).
Condon W. S. Communication: Rhythm and Structure // Rhythm in Psychological, Linguistic and Musical Processes. Springfield, Ill.: Thomas, 1986. P. 55-78.
Cook G. The Discourse of Advertising. L. - N. Y.: Routledge, 2001. 256 p.
Elliott A. E. Rhythmic Phenomena - Why the Fascination? // Rhythm in Psychological, Linguistic and Musical Processes. Springfield, Ill.: Thomas, 1986. P. 3-12.
Goddard A. The Language of Advertising: Written Texts. L. - N. Y.: Routledge, 2002. 129 p.
Leech G. N. English in Advertising: A Linguistic Study of Advertising in Great Britain. L.: Longman, 1966. 210 p.
Luce G. G. Biological Rhythms in Psychiatry and Medicine. Washington: US Public Health Service Publications, 1970. 88 p.
Packard V. O. The Hidden Persuaders. N. Y.: McKay, 1974. 275 p.
Tanaka K. Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan. L. - N. Y.: Routledge, 2002. 148 p.
Русский
