Scholarly record
ADVERTISING AS SPECIFIC DISCOURSE TYPE: ONTOLOGY AND FUNCTIONAL PRAGMATICS
Abstract
The article analyses advertising discourse with an emphasis on the pragmatic properties of Russian language units belonging to different levels of the language system. The author focuses on the rhetoric impacts made by advertisements on the potential customer. To this end methods of functional linguistics are applied to advertising samples in Russian (given in transliteration and translated into English). Within this framework units of the phonetic, lexical and syntactic levels of the Russian language are under analysis in the process of functioning as means of pragmatic impact on the recipient. The author comes to the following conclusions: the Russian advertising discourse makes a holistic open subsystem of language; if used appropriately, its discursive features are revealed in a highly efficient impact on customers, especially in complex synergistic combinations of language units of different levels, beginning with sounds and up to minitexts; the close connection of advertising communication with social issues proceeds from the fact that purchase not only helps people to settle some practical issues, but also gives them a sense of psychological conjunction with something significant or prestigious; for advertisers taking advantage of these factors cannot go beyond control, for society to be protected against unacceptable brainwashing.
Publication Impact Profile
Publication details
References15
Baldwin Н., How to create effective TV commercials, Illinois, USA, 1989.
Baumgarten S., Gagnon Ch., Political discourse analysis in a multilingual world, Translating the European House: discourse, ideology and politics: selected papers by Christina Schäffner, ed. By Stefan Baumgarten & Chantal Gagnon, Cambridge, UK, 2016.
Fairclough N., Discourse and social change. Cambridge, UK, 1992.
Fairclough N., Wodak R., Critical discourse analysis, In Discourse studies: a multidisciplinary introduction, ed. by T. Van Dijk, London, UK, vol. 2, pp 112-119, 1997.
Federal Law No. 38-FZ ‘On advertising’, Russia, 2006. Retrieved from: http://en.fas.gov.ru/documents/documentdetails.html?id=14300
Halliday M.A.K., Linguistic studies of text and discourse. Volume 2, The Collected works of M.A.K. Halliday, ed. by J. J. Webster, London, UK, 2002.
Livshic T.N., Specifika reklamy v pragmaticheskom i lingvisticheskom aspektah: Avtoref. dis. ... kand. filol. nauk [Advertising specificity in pragmatic and linguistic aspects: Author’s abstract. Cand. Diss.], Taganrog, Russia, 1999.
Matthews P.H., The concise Oxford dictionary of linguistics, 2nd edition, Oxford, UK, 2007.
Ponomarenko E.V., Malyuga E., Business English and functional linguistics: teaching practical English in perfect harmony with theory, In 5th International Ccnference of education, research and innovation (ICERI 2012) Proceedings, Madrid, Spain, pp 4524-4529, 2012.
Ponomarenko E.V., Malyuga E.N., Ironic rhetoric in Business English courses from functional linguistics perspective. In 7th International Conference on Education and New Learning Technologies EDULEARN15 Proceedings, Barcelona, Spain, pp 1392-1396, 2015.
Salkie R., Text and discourse analysis, London, UK, 1995.
Schultz D., Strategic advertising campaigns, Lincolnwood, Illinois, USA, 1991.
Vasilevich A.P., Kuznecova S.N., Mishhenko S.S., Cvet i nazvanija cveta v russkom jazyke [Colours and colour names in Russian], Moscow, Russia, 2005.
Zhuravlev A.P., Foneticheskoe znachenie [Phonetic meaning], Leningrad, Russia, 1974.
Yngve V. The depth hypothesis, Structure of language and its mathematical aspects, ed. by R. Jakobson, pp 130-138, Providence, RI, USA, 1961.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
