COMMUNICATIVE POTENTIAL OF ADVERTISING SLOGANS AS A TOOL OF THE WOULD-BE TRANSLATOR’S COMPETENCE DEVELOPMENT
Journal Title: «Вчені записки Таврійського національного університету імені В. І. Вернадського. Серія: Філологія. Соціальні комунікації» - Year 2018, Vol 29, Issue 4
Abstract
The article brings to the fore advertising slogans as part of advertising communication – an integral part of the contemporary world. The features of the main components of the advertising communication model are described. The interrelation among advertising communication, advertising discourse, and advertising slogan as a specially composed text has been established. The slogan is characterized as the core of advertising communication that makes use of various verbal and non-verbal, explicit and implicit means to influence a targeted consumer. The communicative potential of the slogan is revealed not only in the marketing plane, but also in the professional training of would-be specialists, in particular translators. The proposed system of exercises makes it possible to use the slogan as a source of national-language realities and to develop linguistic, speech, socio-cultural and translation competencies.
Authors and Affiliations
Г. Д. Малик, У. В. Королюк
Keywords
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- EP ID EP504126
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