Phonostylistic argumentation techniques in audio advertising
Fedotova Nina Leonidovna, Yerzheninova Snezhana Vasilievna
St. Petersburg University
Submitted: 01.05.2023
Abstract. The aim of the study is to identify the features of phonostylistic argumentation means in an advertising audio text that influence the effectiveness of the transmission of factual information. Audio advertising is one of the striking examples of emotionally charged speech, where the presented information is perceived through an acoustic channel. Argumentation in audio advertising is carried out not only at the lexical and syntactic level, but also at the phonetic level. Phonostylistic techniques optimize the perception of an audio text and also contribute to the memorization of the advertising message. The paper provides examples of the use of phonostylistic techniques in audio advertising that have an argumentative effect on the addressee. The scientific novelty lies in the description and systematization of phonostylistic techniques of sounding speech as elements of argumentation in audio advertising. It is the first time that auditory analysis has been used to establish the dependence of intonation characteristics and nonverbal audio means on the type of speech (monologue or dialogue) presented in audio advertising. As a result, it has been proved that argumentation in an audio advertising text is a way of speech influence on the audience, which is implemented with the help of emotional and psychological arguments. Linguistic means of expressiveness and phonetic means of speech influence make advertising more convincing and attention-getting.
Key words and phrases: аргументация, аудиореклама, фоностилистика, фоностилистические средства, приемы убеждения, argumentation, audio advertising, phonostilistics, phonostilistic means, persuasion techniques
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Alekseev A. P. Argumentatsiya. Poznanie. Obshchenie. M.: Izd-vo Moskovskogo universiteta, 1991.
Bakhtin M. M. Raboty 1920-kh godov. K.: NEXT, 1994.
Bakhtin M. M. Estetika slovesnogo tvorchestva. Izd-e 2-e. M.: Iskusstvo, 1986.
Bernadskaya A. A. K probleme «kreolizatsii» teksta: istoriya i sovremennoe sostoyanie // Rechevoe obshchenie: spetsializirovannyi vestnik / pod red. A. P. Skovordnikova. Krasnoyarsk: Izd-vo Krasnoyarskogo gosudarstvennogo universiteta, 2000. Vyp. 3.
Bernadskaya Yu. S. Zvuk v reklame. M.: YuNITI-DANA, 2007.
Brutyan G. A. Argumentatsiya. Erevan: Izd-vo Akademii nauk Armyanskoi SSR, 1984.
Vinokur T. G. Govoryashchii i slushayushchii: varianty rechevogo povedeniya / vstup. st. L. P. Krysina. Izd-e 3-e. M.: URSS, 2007.
Gorin S. A. Nepler v svobodnom polete. Kansk, 1997.
Ivin A. A. Argumentatsiya v protsessakh kommunikatsii. Pro et contra. M.: Prospekt, 2017.
Kaftandzhiev Kh. Teksty pechatnoi reklamy. M.: Smysl, 1995.
Moshcheva S. V. Kreolizovannyi reklamnyi tekst // Vestnik gumanitarnogo fakul'teta Ivanovskogo gosudarstvennogo khimiko-tekhnologicheskogo universiteta. 2007. № 2.
Prigarina N. K. Argumentativnaya model' reklamnogo teksta: lingvoritoricheskii aspekt // Mir nauki, kul'tury, obrazovaniya. 2020. № 5 (84).
Somova E. G. «Ya uvidel eto po radio» (Zvukovaya metafora v radiorechi). Krasnodar: Izd-vo Kubanskogo gosudarstvennogo universiteta, 2002.
Fanyan N. Yu. Argumentativnaya model' semanticheskogo analiza teksta/diskursa // Kognitivno-diskursivnye issledovaniya v yazyke i rechi: kollektivnaya monografiya. Krasnodar: Izd-vo Kubanskogo gosudarstvennogo universiteta, 2017.
Shchenert V. Gryadushchaya reklama. M.: Interekspert, 2001.
Yasaveeva E. R. Imena sobstvennye v reklamnom diskurse: diss. … k. filol. n. Tver', 2004.
Perelman C., Olbrechts-Tyteca L. The New Rhetoric. A Treatise on Argumentation. Notre Dame: University of Notre Dame Press, 1979.
Русский
