ADS IN THE ASPECT OF SUGGESTIVE DISCOURSE
Journal Title: Слов’янський збірник - Year 2015, Vol 0, Issue 19
Abstract
Actuality of the chosen problem depends not only on its general theoretical weight, but also on the possibility to search for the protective mechanisms from the devastating impact of pathogenic texts, which according to the researchers are the characteristic feature of modern communicative space, that produces a conflict interaction. Among the common methods the author relies on the descriptive method and the method of observation, analysis and inductive generalization of factual material that in general gives an opportunity to systematise and objectively qualify linguistic skills of the material. The practical significance of the research is primarily manifested in the possibility to use the results in the direct synthesis of correct ad copies with programmable outcome. The results will be useful in the learning process in teaching courses of the Ukrainian language lexicology and stylistics, certain aspects of the morphology and will also provide further development of such branches as the theory of speech activity, communicative linguistics. After analyzing a large array of advertisements it was decided to make analysis of the obtained factual material at the lexical-semantic level, the keywords have been distributed by major lexical-semantic groups. Based on the quantitative and semantic characteristics of the recorded keywords, it was found out that the most active subgroup of this block are keywords that illustrate the practical value of the advertized products, their uniqueness and at the same time – compliance with the established standards of production, consumption, and other goods like that. The most frequent and semantically powerful keywords are also identified. They are used by advertising specialists apart from the referential group of the advertized products, that confirm the semantic fullness, diversity and influential power of the keywords.
Authors and Affiliations
О. Oleksyuk
Keywords
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