POTENTIAL PRAGMATIC SETTING OF ADVERTISING MESSAGE IN MODERN SPANISH LANGUAGE
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 34, Issue 2
Abstract
The article deals with structural-semantic, stylistic and functional peculiarities of the advertising text which made it possible to evaluate the lingvo-pragmatic aspect of advertising text of contemporary Spanish language. Some syntactical and stylistic shapes that appeared due to the modern advertising text were selected. The directions of studying the pragmatics of advertisements, the model of advertising influence were analyzed. Advertising text has many functions, it`s constant that it`s always pragmatically oriented. Also attention was paid to the consideration of the linguistic and pragmatic aspect of modern Spanish-language advertising. An analysis of the main tools implementing the pragmatic approach to advertising messages in Spanish at the present stage is presented. All linguistic means of advertising text are intended to make the addressee perform certain actions. There is a diversity of expressive means by which the image of the products, services or creative ideas that attract potential consumers. This is what prompts the search for a study of linguistic and extra-linguistic means that can cause one or another effect on the consumer. The pragmatic component of the ad text consists of certain text-creating factors, the most important of which is the communicative intention of the recipient and the pragmatic orientation of the text. The pragmatic aspect is expressed through all the linguistic means, speech techniques, and elements of the text which are directly used to realize the pragmatic purpose of the ad text.
Authors and Affiliations
V. S. Mikhailenko
Keywords
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