GRAMMATICAL MEANS TO EXPRESS NEGATION (BY THE EXAMPLE OF THE ENGLISH ADVERTISING TEXTS)
Voeikova Anna Andreevna
Bauman Moscow State Technical University (Branch) in Kaluga
Submitted: 31.01.2018
Abstract. The article analyzes the most typical markers of the category of negation and their expressive potential in the modern English advertising texts. The author identifies the most frequent morphological means (the prefixes un-, in (im, ir)-, anti-, non (no)- and the suffix -less), definite pronouns (no, nothing, nobody, nowhere), conjunctions and prepositions (without, against, regardless of, unlike and so on), which increase the expressivity of the text. Such an approach to analyzing the English advertising is characterized by originality, the research findings can be used for further applied studies of advertising.
Key words and phrases: отрицание, маркеры отрицания, прагмалингвистика, рекламный текст, манипулирование сознанием, экспрессивность, negation, markers of negation, pragma-linguistics, advertising text, manipulating consciousness, expressivity
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