LINGUISTIC-PRAGMATIC FUNCTION OF TERMINOLOGICAL VOCABULARY (BY THE EXAMPLE OF ADVERTISING SLOGANS)
Shaglanova Elena Andreevna, Badmaeva Elena Sodnomovna
Buryat State University
Submitted: 10.01.2018
Abstract. The article deals with the functioning of terms in advertising slogans, reveals and analyzes their compressive function. The authors focus on the study of pragmatic potential within the framework of the strategic approach, which implies the identification of a communicative strategy and the tactics of scientific terminology use in advertising. Terminological vocabulary is a laconic linguistic means of information transmission and a method of the realization of the verbal impact on the addressee of the advertising text. For the first time an attempt is made to describe the strategy of persuasion and the tactics of "giving the scientific content" in the compression of information realized through terminological vocabulary.
Key words and phrases: речевое воздействие, рекламный слоган, сжатие текста, терминология, техницизмы, речевая/коммуникативная стратегия, речевая/коммуникативная тактика, verbal influence, advertising slogan, text compression, terminology, technicisms, verbal/communicative strategy, verbal/communicative tactics
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