LEXICAL AND SEMANTIC MARKERS OF INFLUENCE OF INTERPERSONAL SUB-CODES OF COMMERCIAL TV ADVERTISING
Journal Title: Наукові праці. Серія "Філологія. Мовознавство" - Year 2016, Vol 278, Issue 266
Abstract
The article is devoted to the problem of determining the dynamics of the impact of interpersonal sub-code by highlighting lexical and semantic actualizers of impact in their structure. The author gives the definition of the concept of «interpersonal subcode», based on the basic postulates of semiotics and data research by V. Stepanov and K. Skripkin. Their role and place in the communicative space of Ukrainian commercial television advertising is determined on the basis of their relationship with the communicative codes of this type of discourse, their verbal and nonverbal structural elements, a mass character. The actual research material consists of more than 220 interpersonal sub-codes, which are recorded in the advertising service announcements in the period from 2014 to 2016. These sub-codes have different lexical and semantic status and different levels of exposure. The author argues that the most effective in the aspect of interpersonal influence are sub-codes, which are expressed markers of active and stylistically neutral language. The extent of their impact on the recipient’s advertising communication is determined by their semantic simplicity, which facilitates the process of decoding.
Authors and Affiliations
O. Shcherbak
Keywords
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