THE CATEGORY OF EVALUATION IN THE ADVERTISING DISCOURSE OF JOB ADVERTISEMENTS
Dostovalova Ekaterina Konstantinovna
Saint-Petersburg University
Abstract. The article outlines the essence of the theoretical research of evaluation as a linguistic category, which has the function of influence and persuasion. In the advertising type of recruitment advertisement discourse the pragmatic potential is realized in the framework of prototyping-organized space of the communicative situation, the main parameters of which are endowed with evaluative load. Special attention is paid to the analysis of job advertisements texts, identifying the linguistic means, and conveying the category of evaluation in this type of advertising discourse.
Key words and phrases: оценочность, прагматика, коммуникативная ситуация, рекламный дискурс, объявление о найме, evaluation, pragmatics, communicative situation, advertising discourse, recruitment advertisement
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