Записки з українського мовознавства (Mar 2016)
MAIN CHARACTERISTICS OF ADVERTISING DISCOURSE AS A COMPONENT OF THE INSTITUTIONAL ONE
Abstract
This article analyzes the advertising discourse from the perspective of a personality-oriented approach. In this regard, the advertising discourse is now defined as a pragmatically oriented specific type of institutional discourse, which present its author as a representative of a certain social institution, defined the main features of the institutional advertising discourse. 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. So, summarizing the views of scientists, among the main characteristics of advertising discourse as a specific component of the institutional note it 1) socialization and pragmatic direction, «since these texts serve the needs of individuals and society and are characterized by pragmatic acuteness» which, in turn, «serving the factor which largely determines its specificity «, 2) cliché, 3) autonomy, 4) clarity of wide circles of recipients, as proven that» communication should always have a level of clarity, the corresponding coefficient of intelligence about ten points below the average coefficient of the stratum of society, which is intended message «, and at the same time - implicational intrigue ; 5) evaluative; 6) imperative and 7) continuous suggestibility inherent in each component of the advertising discursive space and its total tissue in general, which gives reason to recognize this is a sign leading to qualifications advertising discourse.
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