Записки з українського мовознавства (Oct 2015)
KEYWORDS AS SEMANTIC CENTERS OF ADS IN THE ASPECT OF SUGGESTIVE DISCOURSE
Abstract
Actuality of the chosen problematic depends not only on its general theoretical weight, but also the possibility to search for the protective mechanisms from the devastating impact of pathogenic texts, which according to the researchers are the characteristic feature of modern communication space, that produce a conflict interaction. Among the common methods the author relies on the descriptive method and method of observation, analysis and inductive generalization of factual material that in general gives an opportunity for systematizing and objective qualification of linguistic skills of the material. The practical significance of the research primarily lays in the possibility to use the results in the direct synthesis of correct ad copies with programmable outcome. The results will be useful in the learning process in teaching courses of Ukrainian language lexicology and stylistics, certain aspects of the morphology and also provide further develop of such branches as theory of speech activity, communicative linguistics. After analyzing a large array of advertisements it was decided to make analysis of the obtained factual material at the lexical-semantic level, the keywords have been distributed by major lexical-semantic groups. Based on the quantitative and semantic characteristics of the recorded keywords, it was found that the most active subgroup of this block are keywords that illustrate the practical value of advertized products, their uniqueness among identical and at the same time - compliance with the established standards of production, consumption, and other goods like that. Also it was identified the maximum frequent and semantically powerful keywords used by advertising specialists apart from the referential group of the advertized products, that confirm the semantic fullness, diversity and influential power of the keywords.
Keywords
