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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 an...

The purpose of this paper is to systematise the factors of functional efficiency of business discourse and to analyse the specificity of a complex interaction of language elements within a text, due to which discourse acquires semantic accretions. The article makes the case that nowadays the function of rhetoric impact is regarded as the leading one for business discourse, alongside other language functions. Therefore, speech functional efficiency implies enhancing the desired rhetoric effect in reflecting extrali...

The article highlights the notion of synergism as applied to speech/discourse in terms of functional linguistics. The term ‘synergism’ denotes the ability of self-organising open systems (language and speech included) to combine elements in such a way that their overall effect exceeds pure linear addition of components. This non-linearity is inherent in speech, as the general sense of a text does not usually equal to a mechanically obtained sum of its units semantics. From the angle of functional linguistics, syne...