October 2017, № 11 (211), pages 67–72

doi: 10.25198/1814-6457-211-67

Snigireva O.M., Talalay T.S. LINGUISTIC PRAGMATICS OF THE ADVERTISING TEXTThe pragmatic function of advertising messages increasingly is the object of modern linguistic research, since the effect on the addressee is the goal of any advertising text. The advertising message as the unit of communication has its own linguistic expression and pragmatic functions. The linguistic expression of the pragmatic function of advertising texts in different languages is different, which is due to linguistic and cultural specifics. The research is based on a corpus of advertising texts provided in the German magazines “Der Spiegel”, “Cosmopolitan”, “Petra”, “Brigitte”, “Geliebte Katze”, “Happy Way”. An important aspect in the study of pragmatic functions of the advertising text is the selection of linguistic means of creating vivid and memorable image, which actualizes the emotional capacity of verbal influence on the recipient. The results of the research show that the main language means for expressing the pragmatic function of German-language advertising texts, in contrast to Russian-speaking ones, are key words, stylistic figures, neologisms, Anglo-Americanisms, phraseological units, elements of colloquial speech and sentence structure. From the above it follows that the use of linguistic tools to perform pragmatic tasks is to attract the attention of potential consumers and create his motivation for the purchase of goods or services.Key words: pragmatics, advertising message, language tools, communication, influence, suggestion, neologisms, tropes, linguistic manipulation.

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About this article

Authors: Snigireva O.M., Talalay T.S.

Year: 2017

doi: 10.25198/1814-6457-211-67

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Sergey Aleksandrovich
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