Parceled construction is a stylistic device of positioning of goods/services in German advertising texts

Abstract

We think that parceled constructions are a part of a general system of linguistic mechanisms which fulfill advertiser's stylistic strategy and the whole of which gives an opportunity to send the message of an advertising text to a consumer effectively and expressively, to impact by way of large-scale sale of goods/ services. This polyfunctional construction of expressive actualizing syntax intensifies the process of positioning of an advertised item, due to which its idea must remain in minds of potential customers. Hereafter, remembering about the image of a favourite item, they would like to check the correspondence of linguistic code to a real advertising item.

Keywords

• парцеллированная конструкция
• стилистическая стратегия
• позиционирование
• пропозиция
• структура с эмотивным предрасположением