ВЕРБАЛЬНЫЙ КОМПОНЕНТ КРЕОЛИЗОВАННЫХ РЕКЛАМНЫХ ТЕКСТОВ В КОНТЕКСТЕ ПРОБЛЕМЫ КЛИПОВОГО МЫШЛЕНИЯ

Abstract

In the article, the author considers the problem of clip thinking of a postmodern era person through the prism of advertising communication. The aim of the work is to identify and systematically describe the features of the verbal part of creolized messages in the format of direct and native advertising, which are focused on the addressee with fundamental changes in the cognitive style and the mechanism of perceiving linear text. The sources of the research are the Russian editions of periodical international glossy magazines of various thematic, age and gender orientation published in 2018-2021. The methods of studying the language material are descriptive-analytical, communicative-pragmatic, comparative methods and the method of contextual analysis. As a result of the study, a set of specific tools and techniques were identified that ensure the retention of the recipient’s attention with fragmentary mosaic perception, the speed of decoding information, its compression, segmentation, visualization. It is noted that the verbal component of direct advertising messages tends to minimize and is distinguished by the primitivization of the syntactic structures, the constant switching of the language code, and the regular inclusion of hashtags. The verbal component of advertising texts in the native advertising format is characterized by an increased volume and hybridity of nature, uses language units that create short-lived emotionally expressive and aesthetically perfect images, means that cause positive associations and ensure switching the recipient’s attention (intertexts, bisubstantial sentences, question-answer complexes, perceptual vocabulary, etc.). The author comes to the conclusion that further research of forms of mass communication in the context of the problem of clip thinking should choose the path of interdisciplinarity, joint activity of psychologists, philologists, cultural scientists, philosophers and other specialists.