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.

Download

References:

1. Amiri, LP Language game in the U.S. and Russian advertising [Text]: Author. Dis. ... Candidate. Sc. Science: 10.02.01, 02.10.1919: protected 20.04.2007 / Amiri Lyudmila Petrovna. — Rostov-na-Donu, 2007. — 26 sec. — Bibliogr. S. 24-26.

2. Wittgenstein L. Logico-philosophical treatise. Режим доступа 19.02.2010." Yc="Electronic resource Access mode 19.02.2010."" closure_uid_743dl="69"Electronic resource <http://bertranrussel.narod.ru/fil/Vitgin.htm> Access mode 19.02.2010.

3. Gridina TA Principles of language play and associative context of a word in a literary text [text] / TA Gridina / / The semantics of linguistic units. Reports of the VI Intern. conference. — M., 1998. — T. 2. — S. 239-241.

4. Dolzhikova SN Organization of information in the subject area "Marketing": interpretational and backbone dimension. [Text]: Author. Dis. ... Dr. Sc. Science: 02/10/1919: 23/04/2009 defended / Dolzhikova Svetlana. — Krasnodar, 2009. — 51. — Bibliogr. S. 48-51.

5. Zemskaya EA Kitaygorodskaya MV, Rozanov NN Language game [Text] / EA Zemskaya, MV Kitaygorodskaya,NN Rozanov / / Russian colloquial speech. Phonetics. Morphology. Vocabulary. Gesture. Ans. Ed. EA Zemskaya. M., 1983. S. 172-214.

6. Lotman, YM Lectures on the structural poetics [Text] / YM Lotman / / YM Lotman and the Tartu-Moscow Semiotic School. Moscow: Gnosis, 1994. -548 Sec.

7. Lewis C. Types of value [Text] / CS Lewis / / Semiotics. Moscow: Raduga, 1983. — S. 211-224.

8. Maritain J. responsibility of the artist. Режим доступа 22.02.2010." Yc="Electronic resource Access mode 2/22/2010. "" closure_uid_743dl="120"Electronic resource <http://lib.ru/FILOSOF/MARITEN/hudozhnik.txt> Access mode 2/22/2010.

9. Norman B. Yu The grammar of the speaker [Text] B.Yu. Norman. — St.: Univ of St. Petersburg. Press, 1994. — 229. — Bibliogr.: On. 223-228.

10. Charles S. Peirce Logical foundations of the theory of signs [Text] Ch.S. Pierce. -St.: Aletheia, 2000. T. 2. — 349.

11. Ponomarev GV Pun as a form of implementation of language games in English persuazivnoy communication aspects of translation [Text]: Author. Dis. ... Candidate. Sc. Science: 02/10/1919: protected 29.04.2009. / Galina Ponomareva. — Krasnodar, 2009. — 23 sec. — Bibliogr. with. 22-23.

About this article

Author: Isaeva L.V.

Year: 2010

Editor-in-chief

Sergey Aleksandrovich
MIROSHNIKOV

© Электронное периодическое издание: ВЕСТНИК ОГУ on-line (VESTNIK OSU on-line), ISSN on-line 1814-6465
Зарегистрировано в Федеральной службе по надзору в сфере связи, информационных технологий и массовых коммуникаций
Свидетельство о регистрации СМИ: Эл № ФС77-37678 от 29 сентября 2009 г.
Учредитель: Оренбургский государственный университет (ОГУ)
Главный редактор: С.А. Мирошников
Адрес редакции: 460018, г. Оренбург, проспект Победы, д. 13, к. 2335
Тел./факс: (3532)37-27-78 E-mail: vestnik@mail.osu.ru