Прагматические возможности энтимемы в рекламном тексте

Abstract

The article discusses the advertising text as a form of mass communication. The latter remains one of the leading means of advertising distribution and therefore one of the main areas of advertising texts’ functioning. The authors of the article consider the features of the argumentation process as a way of speech influence using the enthymeme as a kind of simple categorical syllogism (on the basis of advertissing texts). The choice of such an object of research is motivated by the fact that the logic of advertising texts (in the structure of which something is often intentionally omitted in order to attract potential consumers’ attention) is the logic of enthymemes as complex, multilevel semantic and speech structures that are one of the basic principles and conditions of text generation in advertising. At the same time, enthymemes in advertising discourse often acquire specific characteristics, which allows the authors to distinguish two types of enthymemes: classical (traditional) and actually advertising (extended). Observing functional aspects of advertising enthymemes enables the authors to conclude about their high pragmatic potential, which consists in the ability of the phenomenon under consideration to have a specific impact on the addressee, coordinate his or her actions (namely, to encourage the consumer of advertising to commit a certain commercial transaction, purchase goods or order services) and which, as the authors believe, can be specified in the form of a complex of interrelated and interdependent functions. At the same time, the authors focus only on those functions that are due to the specifics of the semantics of the phenomenon under study, namely, the presence of implicit semantic components in it, as well as the ratio of the explicit and the implicit. Taking into account the nature of the correlation of the explicit and the implicit helps us identify eight main functions of advertising enthymemes: imperative, manipulative, argumentative, dialogic, compression, evaluative-expressive, accentual, and aesthetic (the leading of which is imperative). The widest pragmatic possibilities of enthymemes make them a popular tool of persuasion in the marketing world and a highly efficient instrument of speech influence on the addressee in order to purposefully change his or her behavior.