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ADVERTISING AS SPECIFIC DISCOURSE TYPE: ONTOLOGY AND FUNCTIONAL PRAGMATICS

Svetlana Ledeneva

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.

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DOI resolver: doi.org/10.5593/sgemsocial2018H/31/S10.001

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