Особенности употребления глаголов в российской и казахстанской рекламе

Abstract

The aim of the article is to analyze the lexical, morphological and syntactic features of the verbs functioning in advertising slogans and texts in terms of their pragmatic potential, to describe lexicalsemantic manipulative means of using verbs in advertising discourse, their word-forming potential, the specificity of the usage of different types of sentences in which the main member is a verb, in terms of their structure, purpose and emotional coloring. Grammatical categories of a verb play an important role in achieving the effect of speech influence. The most important morphological categories are the category of mood, tense, aspect and person. In commercials occasional verbs, which are designed to attract the recipient s attention with its originality, are actively used. Lexical-semantic manipulative means of using verbs in advertising discourse are the following: the usage of homonyms, antonyms, cognate words, idioms, modified proverbs, winged expressions, archaic and slang words. Among the syntactic categories, simple sentences, one-part sentences (definite-personal and impersonal infinitive sentences) are often used, and also imperative and interrogative sentences, which activate the attention of the recipient and induce him to act; the emotional coloring of the statement is demonstrated by the usage of exclamatory sentences.