Advertising text as the form of social impact.
Keywords:advertising text, verbal and visual components, propositional, pragmatic and communicative-pragmatic approaches
The given article is dedicated to the advertising text and its form of expression, social impact, and direct approaches to its study. The components of advertising texts are considered in detail. Definitions of all terms are available, related to advertising, as well as the role of the advertising text in society is defined.
This article also provides a list of the main components of advertising. However, it should be noted that the presence of all components at once is not an obligatory point, a lot of factors that affect to transfer information that is the main goal of advertising.
Thus, we see that approaches to the study of texts in general, and most preferably advertising texts are a few, but the most effective is pragmatic because advertiser’s only purpose is to promote the goods and develop the interest of many people. All language features in the advertising texts are intended to make the recipient to perform the necessary steps that advertiser needs and thus meet the needs of the subject and the recipient of the language. The recipient itself dominates in advertising communication, their needs, motivation, interests are crucial to the advertiser, whose aim is to make identical area of interest of the recipient with his own.The existence of promotional texts of verbal and visual components enables us to classify them into kreolizovany texts, where we see that the non-verbal means are quite significant, but with the verbal form meaningful and pragmatic aspects.
Anisimova E.E. O tselostnosti i svyaznosti kreolizovannogo teksta [About the integrity and coherence of the creolized texts] / E.E.Anisimova – K. : Filologicheskie nauki, 1996. – №5. – pp. 74-84.
Valgina N.S. Teoriya teksta: Ucheb. Posobie [Text theory: Training Manual] / N.S.Valgina. – M.: Logos, 2004. – 280 p.
Dryu, Zh.-M. Lomaya stereotipy. [Breaking stereotypes] – SPb.: Piter, 2002. –P. 3
Zahnitko A.P. Linhvistyka tekstu: teoriya i praktykum: nauk.-navch. Posibnyk [Text linguistics: theory and practical work: Research and Training Guide] / A.P. Zahnitko. – Donets'k: DonNU, 2006. – 289 p.
Zelins'ka O.I. Linhval'na kharakterystyka ukrayins'koho reklamnoho tekstu [Lingual characteristics of the Ukrainian advertising text]: Avtoref. dys. kand. filol. Nauk/O.I.Zelins'ka – Kharkiv, 2002. – 17 p.
Zirka V.V. Yazykovaya paradigma manipulyativnoĭ igry v reklame [Language paradigm of the manipulative game in advertising]: Diss.doktora filol. nauk / V.V.Zirka – Dnepropetrovsk, 2005. – 462 p.
Lebedev-Lyubimov A.N. Psikhologiya reklamy [Psychology of Advertising]/ Lebedev-Lyubimov A.N. – SPb.: Piter, 2006. – 384 p.
Moĭseenko I.P. Pragmalingvisticheskaya organizatsiya reklamnogo teksta: makro- i mikroanaliz(na materiale angloyazychnoĭ bytovoĭ reklamy)[ Pragmalinguistics organization of the advertising text: macro-and micro-analysis (based on the English-language consumer advertising)]: Diss.kand. filol. nauk / I.P.Moĭseenko. – K., 1996. – 186 p.
How to Cite
Copyright (c) 2015 Advanced Education
This work is licensed under a Creative Commons Attribution 4.0 International License.Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).