LINGUOPRAGMATIC ASPECT OF GERMAN ADVERTISING DISCOURSE
Journal Title: Наукові записки Національного університету "Острозька академія" Серія "Філологія" - Year 2016, Vol 63, Issue 63
Abstract
The analysis of author’s speech strategies and manners of grounding of advertising assertions is offered for consideration in the article. This article deals with the study of German advertising text and discourse. Linguo-stylistic, linguopragmatic, linguocognitive and synergetic aspects of this type of discourse in their unity are the systematic linguistic description of advertising phenomenon which plays a significant role in modern German world picture. The cognitive aspect of advertising is reected in textual concepts and methods of knowledge presentation in texts. The textual concepts are presented in the form of table frame schemes. These schemes include concept attributes, attribute meanings, sources of knowledge on meanings and attached procedures. The cognitive aspect of advertising is realized in its pragmatics, first of all, in author’s speech strategies and manners of grounding of advertising assertions. In primary advertising, codes are used only with probability assertions, and in secondary advertising – with association-figurative, probable, empirical, presuppositional ones.
Authors and Affiliations
В. В. Самарина
Keywords
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