Browse

The purpose of the article is to determine the linguistic status of advertising based on the functional (pragmasemantic) properties of Russian advertisements. This issue is topical today, when advertising is acknowledged as a crucially important part of successful business, and has to be adequately handled in teaching future business people. The problematic side of it is that advertising contaminates features of different styles and genres, and forming students’ skills of composing efficient ads requires some expe...

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...