Abstract
The question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion on the market — natural advertising that organically fits into the content of the site, print or online edition and helps to promote the brand’s products to the market. The novelty of the study is associated with the allocation, systematization and description of the main features of native publications: the functioning of bisubstantive sentences, question-answer complexes, connecting structures, definite personal one-part sentences with predicate verbs of the 1st and 2nd person singular; the use of bifunctional exclamation sentences, simple sentences, complicated by inserted constructions and introductory-modal words; the use of non-union complex sentences with explanatory semantic relations, complex sentences with explanatory-object and intrinsic-attributive clauses; introduction of various explicit intertextual units, etc. The author comes to the conclusion that the syntax of texts in the native advertising format as a whole is a hybrid formation, similar to the syntax, on the one hand, of direct advertising texts, and journalistic and PR-texts on the other.
Highlights
The novelty of the study is associated with the allocation, systematization and description of the main features of native publications: the functioning of bisubstantive sentences, question-answer complexes, connecting structures, definite personal one-part sentences with predicate verbs of the 1st and 2nd person singular; the use of bifunctional exclamation sentences, simple sentences, complicated by inserted constructions and introductory-modal words; the use of non-union complex sentences with explanatory semantic relations, complex sentences with explanatory-object and intrinsic-attributive clauses; introduction of various explicit intertextual units, etc
The author comes to the conclusion that the syntax of texts in the native advertising format as a whole is a hybrid formation, similar to the syntax, on the one hand, of direct advertising texts, and journalistic and PR-texts on the other
Material resourcesCosmopolitan. (2020). Iyun. 6. 150 p. (In Russ.). Cosmopolitan. (2020). Iyul-avgust. 7—8. 148 p. (In Russ.). Elle. (2018). Sentyabr. 9. 350 p. (In Russ.). Elle. (2020). Yanvar. 1. 163 p. (In Russ.). Esquire. (2020). Fevral. 2. 150 p. (In Russ.). GQ. (2020). May. 5. 145 p. (In Russ.). Tatler. (2019). Aprel. 4 (128). 266 p. (In Russ.). Tatler. (2019). Oktyabr. 10 (134). 274 p. (In Russ.). Tatler. (2020). Fevral. 2 (138). 157 p. (In Russ.). Vogue. (2020). Iyun. 6. 130 p. (In Russ.). Vogue. (2020). Iyul. 7. 132 p. (In Russ.)
Summary
Рассматривается вопрос о своеобразии синтаксиса нативных рекламных публикаций в российских изданиях международных глянцевых журналов 2018—2020 годов. Отечественные и зарубежные публикации, посвященные нативной рекламе как современной технологии продвижения бренда на рынке, свидетельствуют, что до сих пор не существует однозначного определения анализируемого феномена, четких критериев, отличающих нативную рекламу от сходных технологий, например, контент-маркетинга, практических рекомендаций для журналистов по подготовке нативных публикаций, системного описания языковых и неязыковых особенностей текстов естественной рекламы [Гусева, 2018; Загеева и др., 2016; Мелехова, 2015; Тарина, 2017; Шаркова, 2017; Aribarg et al, 2019; Cambell et al, 2015; Schauster, 2016; Wojdynski, 2015; Wojdynski et al, 2016]. (нативная реклама краски для волос бренда Garnier) [Cosmopolitan, июнь 2020, No 6, с. Однако нативная реклама — это «продукт» эволюции традиционных рекламных форматов, поэтому даже перечисленные схожие черты синтаксиса прямой и нативной рекламы в последней претерпевают заметные трансформации.
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