Tilshunoslikdagi zamonaviy yo
‘
nalishlar: muammo va yechimlar
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tool into a tool for influencing the consciousness of the individual. This feature of
the language is actively exploited by modern media. So,
in advertising texts, the
entire palette of ways of providing speech influence is used, aimed at revealing the
potential of a word, imparting to it the power that can cause the target audience
exactly the reaction that the advertiser expects. It is important to clarify the definition
of modern advertising, since the fact of its movement into the space of mass (media)
communication entailed a change in its functional load.
It is obvious that advertising has gone beyond economic information and has
become the most important means of shaping such a social phenomenon as a way of
life. The social nature of advertising communication gives it the opportunity to
reflect all the nuances of the existence of society and to form an expedient paradigm
of human relations in the context of various socio-political
phenomena of the
surrounding reality.
The analysis of advertising material allows us to state that an important
typological feature of advertising discourse is the imitation (display) of objective
changes in the development of language and society, which are manifested at all
levels of linguistic structure (phonetic, morphological,
syntactic, lexical and
semantic, phonetic-spelling).
In our study, we proceed from the premise that allocative intention is the
choice of the addressee of one or another means for expressing illocution. As for the
object of analysis - printed advertising discourse, the allocative intention is realized
in a specific speech act through the choice of optimal linguistic /
non-linguistic
means, as well as optimal methods of attraction. The choice of linguistic means for
the design of micro speech art / macro speech art is directly related to the concepts
of expressiveness and emotiveness of the utterance.
Advertising discourse, being a kind of institutional communication, aims to
induce the addressee to the action necessary for the addressee. In accordance with
the subject of advertising, there are three types of advertising discourse: commercial,
political and social, each of which has its own values due to the difference in basic
concepts. Obviously, for commercial advertising the basic concepts are
“consumption” and “product”, for political - “power” and “politician”, for social -
“morality” and “personality”.
The process of registration of the speech text,
in our opinion, is a certain
communicative situation, where the speech intention of the addressee is formed
under the influence of the addressee's factor, his social and professional affiliation,
educational level, age characteristics, etc.
Thus, our position in the study of advertising text is an integrated approach,
that is, the study of all components of advertising, which ultimately form a single
whole is advertising discourse.
