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2010, № 11



Isaeva L.V. DESTRUCTIVE STRATEGIES OF THE PERSUASIVE STYLE AS A SPEECH ACT IN THE "GAME" ADVERTISING TEXTThe article discusses the ambivalent nature of language play in the advertising texts; an existing view of the predominantly creative potential of the language play is complemented by the idea of its destructive nature. Based on the ideas of L. Wittgenstein and Charles S. Peirce, the article clarifies the fundamental characteristics of the persuasive style as a speech act used in advertising texts.Key words: advertising, language play, persuasive style, destructive potential, semantics of possible worlds.

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About this article

Author: Isaeva L.V.

Year: 2010


Editor-in-chief
Sergey Aleksandrovich
MIROSHNIKOV

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