Рекламний дискурс як один із типів інституційного дискурсу

Abstract

The paper is devoted to the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. In this aspect, the main features of advertising discourse are presented, the features of advertising text are characterized, specific features of advertising communication are outlined and strategies for influencing the recipient are systematized in the present article. The aim of this study is the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. The research results made it possible to conclude that advertising discourse belongs to the institutional type as a communicative-pragmatic model of speech behaviour of advertising participants, which is realized through advertising texts in a combination of verbal and non-verbal elements. The basic features of advertising discourse as a specific component of the institutional discourse are presented as following: anthropocentricity, pragmatic orientation, cliché, autonomy and comprehensibility to a wide range of recipients, consumer targeting and mass media affiliation. The peculiarities of the advertising text are defined as heterogeneous and creolized, with verbal and pictorial and audio components formation of a visual, structural, semantic and functional unit, providing a complex, communicative and pragmatic influence on the addressee. It is suggested to consider advertising texts as functionally organized extralinguing and lingual signs of a message characterized by the specificity of form, content, communicative function and pragmatic intention. The features of the advertising text are highlighted as minimization or compactness, additionality, signalling, hierarchy, evaluation and instructiveness. The article outlines the specific features of advertising communication as a process of disseminating advertising information to quantitatively large and various audiences that consumes goods and services through the mass media. A feature of advertising communication is its preparedness and unidirectionality with absent or delayed feedback. The author has proved that the specificity of advertising communication is informing the consumer about the products and services and influencing him by various means. The information, argumentation, suggestion and manipulation strategies with which advertising discourse influences the consumer’s consciousness are analyzed in the present article.