VERBALIZATION OF ATTENTION-GETTING STRATEGY IN THE RUSSIAN AND SPANISH ADVERTISING DISCOURSE
Gazizova Liliya Gumarovna, Dunyasheva Liliya Gaffarovna
Kazan (Volga Region) Federal University
Submitted: 21.12.2018
Abstract. The article examines a persuasive potential of speech techniques to realize attention-getting strategy by the material of the media discourse of the Spanish and Russian TV advertising texts. The linguo-pragmatic analysis of the chosen texts has shown that attention-getting strategy in the Spanish and Russian advertising discourse is realized by speech techniques at different language levels: phonetic, morphological, lexical, and syntactical ones. The contrastive-comparative analysis of speech techniques helps to identify different structures of the languages as well as difference between the analysed linguo-cultures.
Key words and phrases: рекламный дискурс, медийный дискурс, стратегия привлечения внимания, лингвокультура, испанский язык, русский язык, advertising discourse, media discourse, attention-getting strategy, linguo-culture, Spanish language, Russian language
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