VERBAL MARKERS OF THE ADDRESS’S PROFILE AS ACTIVATORS OF IMPACT AND INDICATORS OF THE SEMIOTIC GENESIS OF COMMUNICATION CODES IN THE COMMERCIAL TV ADVERTISING
Journal Title: Записки з українського мовознавства - Year 2018, Vol 0, Issue 25
Abstract
The article is devoted to the problem of verbalization of the addressee’s profile in Ukrainian commercial TV advertising. It’s one of the components of the communicative code. The author determines that the addressee’s verbal markers are verbs with action semantics, indicative and possessive pronouns, nouns and adjectives, which denote the age and gender characteristics of the addressee. Their difference: verbs always perform the function of index signs, other lexemes (depending on the context) can be copy signs and index signs. Their commonality: the addressee’s verbal markers realize the suggestive effect, because they block the critical and logical perception of advertising messages.
Authors and Affiliations
O. V. Shcherbak
Keywords
Related Articles
- EP ID EP626127
- DOI 10.18524/2414-0627.2018.25.141381
- Views 80
- Downloads 0
SYNTAGMATIC MODEL OF CASE SYSTEM BY GEORGE Y. SHEVELOV AND YEVHEN TYMCHENKO (II)
This article continues the study of case and grammar views by George Y. Shevelov and Yevhen Tymchenko, as it is important to establish the fundamental conceptual basis for interpretation of the dative by scientists, obse...
SOCIAL REALITY THROUGH ANTONYMY IN THE WORKS OF FEDIR ZAREVYCH (BASED ON THE WRITER’S JOURNALISTIC AND PROSAIC HERITAGE)
This article presents antonymy as a lexical category that due to its wide stylistic features reveals the social reality in the works of the West Ukrainian writer and essayist of the 60-ies of the XIX century Fedir Zarevy...
THEORETICAL FUNDAMENTALS ON REPRESENTATION OF THE PICTURE OF THE WORLD THROUGH TEXTUAL MOTIVATION
In the article the theoretical fundamentals of representation of fictional picture of the world through the prism of textual motivation have been outlined; the relationship between the concepts of motivation, motivisatio...
FEATURES OF THE PERSON'S IDENTIFICATION IN THE SCHOOL COMMUNITY
Nicknames are the richest and most diverse anthroponimical class. They occur in small closed communities, where people have constant communication. Informal naming of the students make up a significant slice of anthropon...
AS SEMANTIC CENTERS OF ADS IN THE ASPECT OF SUGGESTIVE DISCOURSE
Actuality of the chosen problematic depends not only on its general theoretical weight, but also the possibility to search for the protective mechanisms from the devastating impact of pathogenic texts, which according to...