TEXT-STYLISTIC REPLICATION AS A BASIC CATEGORY OF MODERN ADVERTISING

Abstract

This article describes a special type of advertising texts characterized by a text-stylistic replication. This property of text implies an intentional imitation of the original source by preserving its typical distinctive feature that depends on the type of the first principle. This makes it possible to recognize the imitation despite the changing lexical, grammatical and subject-shaped components. The paper features a specific differentiation of such texts based on linguistic and / or rhythmic-sound imitation of the proto-word while taking into consideration the elements of the plot and expressive means. From the point of view of peculiarities of imitation of this or that source, construction and artistic organization in the advertising space, the following types of text-stylistic secondary nature can be distinguished: 1) the imitation of specific works; 2) the imitation of an indefinite number of similar works; 3) the imitation of speech of a particular speaker; 4) the imitation of an indefinite number of similar speeches. Within each of these types the advertising material is divided into additional groups, depending on the type of source and means of creating stylization. The paper provides a description of the basic features of such secondary nature texts as well.

Keywords

• advertising text
• secondary text
• imitation
• stylization
• text-stylistic secondary nature
• precedential text