linguo-graphic features of anti-smoking public service announcements in Russian and English

Abstract

The article analyzes language tendencies in modern anti-smoking printed public service announcements in the Russian and English languages. Semantic and structural components of this type of advertising are described. The role of graphics and the degree of its interconnection with the text is reviewed. Most typical and expressive stylistic devices are emphasized. The undertaken analysis points out the effectiveness markers of anti-smoking public service announcements: brevity, realism, use of statistics, emotional colouring, forming of most negative evaluation and some others. Besides, linguistic and cultural peculiarities of English and Russian anti-tobacco public service announcements are described.

Keywords

• public service announcements
• graphic expressiveness
• emotivity
• evaluation
• pragmatics
• statistics