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
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- EP ID EP626127
- DOI 10.18524/2414-0627.2018.25.141381
- Views 73
- Downloads 0
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