a) Informative. According to E.V. Klyuev, speech interaction is always focused on transmitting or receiving information.

b) Pragmatic (function of influence) - the use of linguistic means for intellectual, emotional or volitional influence on the addressee of speech. Of great interest to our research is the problem of speech influence in mass communication. The rapid development of theories of public relations and image making makes public discourse a tool in creating and regulating image.

c) Emotive (emotionally expressive) - the use of linguistic means to express an attitude towards the content of the message or towards the interlocutor.

d) Phatic (contact-establishing) - the use of linguistic means to establish psychological contact with the addressee.

Let's take a closer look at each of these functions.

The informative function consists of transmitting a certain amount of information, a set of data about an organization (or product), characterizing its distinctive qualities.

Advertising transforms the array of transmitted information into a system of attitudes, motives and principles of the recipient of the message. The tools for forming attitudes are frequent repetition of the same arguments, providing logical evidence of what was said, and the formation of favorable associations.

This influence is aimed at the mental structures of a person, “is carried out secretly and aims to change the opinions, motives and goals of people in the right direction.”

As G. Schiller notes, “to achieve success, manipulation must remain invisible. The success of manipulation is guaranteed. When the manipulated believes that everything that happens is natural and inevitable. In short, manipulation requires a false reality in which its presence will not be felt.”

The most important targets that are influenced when manipulating consciousness are memory and attention. The analytical and theoretical study of attention is fraught with great difficulties, but it is devoted to great amount experimental research, so that consciousness manipulation technologies have an unlimited supply of “stimuli” that allow them to attract, switch or disperse attention, as well as influence its stability and intensity.

For successful manipulation, it is important to correctly assess such characteristics of the audience as stability and intensity of attention. They depend on the level of education, age, profession, training of people and are amenable to experimental study. The technological base of the manipulator is no less important.

Television and other mass media, which operate simultaneously with text, music and visually perceived moving images, have an exceptionally high, magical ability to concentrate, disperse and switch the attention of the recipient.

Advertisers have a rule: “The message must always have a level of intelligibility that corresponds to an IQ approximately ten points below the average coefficient of the social class for which the message is intended. A person must perceive the message effortlessly and unconditionally, without internal struggle and critical analysis.

The simplification technique allows you to express the main idea that you want to convey to the audience in a concise, energetic and impressive form - in the form of a statement. Assertion in any speech means a refusal to discuss, because the power of the person or idea that may be discussed loses all credibility. It also means asking the audience, the crowd, to accept the idea without discussing it as it is, without weighing the pros and cons, and to answer “yes” without hesitation.

Suggestion involves the use of both conscious and unconscious elements. The result of suggestion can be a conviction obtained without logical evidence.

It should be noted that suggestion is possible, firstly, if it meets the needs and interests of the addressee, and secondly, if a person with authority and unconditional trust can be used as a source of information. As the creators of advertising note, suggestion will be more effective if the advertising message is repeated many times.

Repetition also serves a pragmatic function. It gives statements the weight of additional conviction and turns them into obsessions. Hearing them again and again, in different versions and on very different occasions, eventually you begin to get into them. "As an obsession, repetition becomes a barrier against differing or contrary opinions. Thus, it minimizes reasoning and quickly turns thought into action."

An advertising message is defined as a complete message that has a strictly oriented pragmatic attitude(attracting attention to the subject of advertising), combining the distinctive features of oral speech and written text with a complex of semiotic (paralinguistic) means.

The main goal of advertising is to arouse consumer interest, that is, to influence the pragmatic sphere of consumers by all means. To do this, along with other means, various stylistic techniques are used, the purpose of which is to activate the recipient’s interest and create favorable conditions for consolidating the advertising message in the recipient’s mind.

When encoding information, the addressee tries to create as much as possible a situation of direct or indirect influence on the addressee. Various means are used as codes:

1) verbal: vocabulary and style of oral speech; vocabulary and writing style;

2) non-verbal: rate of speech; visual image (person, animal, object) and its movement, gestures; color (bright, muted, dull); sound (melody, intonation and timbre of voice, modulation); smell (of flowers, perfume); taste.

A certain effect on the addressee can be achieved not only by linguistic, but also by paralinguistic means: with the help of drawings, photographs accompanying the text, or paragraphs (placing text on a plane, using color in it, varying fonts).

All of the above means are actively used in advertising creativity in order to influence the consumer of products or services.

Evaluativeness and emotionality (the emotive function of advertising) act as a tool for advertisers to realize their interests. Based on this, advertising uses initially positive vocabulary, for example: perfection, joy, success, growth, dream, movement, etc. Emotionality in the language of advertising is manifested in feelings, moods, sensations. In advertising, different levels of the language evaluation system interact. The consequence of this interaction at the textual level of advertising is its special expressiveness, “...determined not only by linguistic, but also by visual impact.”

In psychology, the influence of the emotional elements of a message on its memorability has been studied in detail. "In all balance different types memory (figurative, verbal, sound, etc.) the main thing for the manipulation of consciousness is emotional memory." What is remembered and acts first of all is what caused the impression. Any information, if it is not supported by the memory of feelings, is quickly erased and replaced by other information .

The connection between emotional memory and recognition is important. In the manipulation of consciousness, recognition plays a key role because it creates a false sense of what is already familiar. This becomes a prerequisite for the audience to agree with the communicator (the sender of the message) - he is perceived by the audience as one of their own. To “capture” an audience, recognition is much more important than conscious agreement with his statements.

The phatic (contact-establishing) function of advertising and PR is the use of linguistic and paralinguistic means to establish psychological contact with the addressee. It is carried out using address and techniques of positioning the addressee towards the addressee.

Among the main functions speech etiquette called contact making. Etiquette is a prescription based on the fact that if a person wants to occupy a certain place in a given society, then he must justify the expectations of this society with his behavior (including speech). Etiquette helps to get around sharp corners, smooth out contradictions with etiquette formulas or etiquette behavior. Etiquette expressions are actively used in advertising and PR.

The functions of PR and advertising in educational discourse determine the genre palette of implemented texts. E.Yu. Dyakova identifies the following genres: advertising for those entering universities, advertising vacancies, brochures, leaflets, articles in university and other periodicals, interviews with representatives of university administrations, Internet sites, interactive communication with universities via the Internet.

A detailed genre description of PR texts is given in the work of A.D. Krivonosov "PR-text in the system of public communications". Let us characterize the genres of primary PR texts, systematizing them, following A.D. Krivonosov, into five groups:

1) operational news genres - a group of genres that quickly transmit previously unknown to the public news information relating to the basic subject of PR. .

This group includes a press release and an invitation.

2) research-news genres - genres that report non-operative but relevant information accompanying a news event concerning the basic subject of PR. The object of reflection in these genres is an event, a process, a person.

Background, question-answer sheet - genre varieties of this group.

3) factual genres - genres that contain Additional information(primarily facts) in relation to a news event in the life of the basic subject.

Factual genres include fact sheet and biography.

4) research genres are genres that presuppose the presence in the text of elements of a logical and rational analysis of the facts presented, multi-channel sources of information, and a special style that, despite the presence of means of expressing personal principles, tends to the scientific style.

Statement for the media is the most striking genre of this group.

5) figurative news genres are focused on a news event, but information about this event is presented from a specific person: these are genres that are often allegedly signed by the first person of the basic PR subject and / or distributed on his behalf.

Many texts of this genre reflect the phatic function - the function of maintaining communicative contact. In the genre of congratulations, the aesthetic function prevails.

Figurative news genres include: byliner, congratulation, letter.

In the same work, A.D. Krivonosov defines the genre peculiarities of combined texts and media texts. He includes a press kit, booklet, brochure, and leaflet as combined PR texts. The peculiarity of combined texts is that they function in various areas of public communications, have different target public groups and can contain texts of other related communications (journalistic and advertising texts).

Press kit, booklet, prospectus, brochure, newsletter - types of combined texts.

Media texts are PR texts emanating from the initiative of the basic subject of PR, prepared by employees of PR structures or by journalists themselves, distributed exclusively through printed media outlets.

Under the media texts of A. D. Krivonosov, the following genre varieties are recognized: image article, image interview and case story.

To summarize what has been said about the functions of advertising and PR in educational discourse, it can be noted that the specificity of the functions lies in the implementation of influence on the addressee, suggestion. IN advertising practice The main types of advertising influence are identified - information, persuasion, suggestion and motivation. Thus, the main markers of advertising are informativeness and suggestiveness, and the markers of the impact on the addressee are intensity, imagery, emotionality, expressiveness and evaluativeness.

Pragmatics (from Greek. pragma? business, action) is a broad area of ​​linguistics. The basic idea of ​​pragmatics is that language can only be understood and explained in the broad context of its use, i.e. through its functioning. The concept of functionality is basic in the pragmatic approach to language in both foreign and domestic linguistics.

It is the functional aspect that pragmatists G.V. emphasize in their definitions. Kolshansky and N.D. Arutyunova.

Pragmatics studies all the conditions under which a person uses linguistic signs [Kolshansky, 1999, p. 127], while the conditions of use mean the conditions for adequate selection and use of linguistic units in order to achieve the ultimate goal of communication? influence on partners in the process of their speech activity.

N.D. Arutyunova refers pragmatics to the field of “research in semiotics and linguistics, which studies the functioning of linguistic signs in speech, including a set of issues related to the speaking subject, the addressee, their interaction in communication and the communication situation” [Arutyunova, 2001, p. 389?390].

The theory of speech acts (one of the main branches of linguistic pragmatics) is associated, first of all, with the name of J. Austin, who drew attention to the fact that uttering a statement can represent not only the communication of information, but also other actions (for example, a request, advice , warning). Within the framework of the theory of linguistic philosophy of J. Austin and J. Searle, a distinction was proposed between locution (the act of speaking), illocution (carrying out some act during speaking) and perlocution (influencing the feelings, thoughts and actions of others and obtaining a result - intentional / unintended effects of exposure) [Austin, 2004, p. 108].

When performing a speech act, two actions are carried out simultaneously: the actual utterance of the utterance (locutionary act) and the illocutionary act, for example, the expression of a request, etc. In other words, in addition to transmitting the message, the speaker’s communicative intention is realized.

According to J. Austin, a statement may be intended, in addition, to carry out one or another impact on the listener, i.e. have a perlocutionary effect. It is the perlocutionary effect that is an important result of the impact social advertising.

A number of issues that pragmatics studies are important and relevant for the activities of social advertising, in particular, the impact of the statement on the addressee.

Each advertising text is designed for a certain perlocutionary effect. The pragmatic focus of any advertising text is the need to induce the addressee to respond. The effectiveness of communication through social advertising lies precisely in the extent to which this impact has been achieved. N.D. Arutyunova, discussing the problem of the addressee factor in a speech act, makes the pragmatic meaning of a speech act dependent not only on the speaking subject, but also on the speech situation, and also to a significant extent on the recipient. It is the consistency of the parameters of the communicants that ensures the correct conduct of communication. Every act is designed for a specific model of the addressee. In this case, the role of the recipient is such that it forces the speaker to take care of the organization of his speech.

Thus, a broad understanding of pragmatics covers a set of issues related to the speaking subject, the addressee, their interaction in communication and the communication situation. “The subject and the addressee, as the starting and ending points of a communicative act, inevitably enter into the essential characteristics of a speech work; they constitute an organic unity and cannot be separated unless the conditional formula of any linguistic method of research is stipulated. The set of conditions that determine the formation of a particular speech work by the subject and the corresponding perception of it by the addressee, including the condition of the adequacy of the speech impact on the communicant, constitutes the inextricable integrity and essence of communication itself” [Kolshansky, 1999, p. 139].

Thus, understanding by pragmatics the theory of speech influence, we note that it is the correct pragmatic orientation of the discourse of social advertising that is the factor that largely determines its specificity and turns out to be decisive for the formation of other distinctive features of social advertising. The pragmatic orientation of texts of this type determines the logical and/or emotional core of the statement, the general tone of the discourse, dictates the selection of linguistic and non-linguistic means and the method of their presentation and organization.

The limitations of the marketing approach to advertising (which negatively affects the achievement of purely pragmatic goals!) is that the marketing concept considers advertising only from the point of view of the subject of influence - the advertiser, advertiser. In numerous literature on marketing and advertising one can find a description of various techniques for attracting attention to an advertising message and a creative strategy, but there one cannot find a deeper formulation of the question: not how to attract attention to advertising and a product, but why an advertising message should attract attention. As we noted above, non-advertising communication has use value and is a commodity. Advertising communication, perceived by the consumer as advertising, is often rejected by him, since the consumer is aware of the conflict of interests in the buyer-seller relationship and understands that they want to impose an idea on him, to sell something. And to that extent, this communication has no value for him.

It should be noted that there is a difference in understanding the effectiveness of advertising within the framework of marketing and cultural approaches. In the literature on advertising, it is customary to distinguish between psychological effectiveness, which is usually understood as the effectiveness of the impact of an advertising message on individual consciousness, communicative effectiveness - the manifestation of psychological effects in a mass audience, and economic efficiency, as the ratio of costs to profit. The concept of communicative effectiveness will be closest to the cultural understanding of effectiveness, since it reflects the degree of effectiveness of introducing a certain idea into the mass consciousness.

In order to give preference to a product (buy it) or a candidate (vote for it), it is not at all necessary to consider it ideal and defend your point of view in discussions. In marketing, the level of psychological effectiveness is determined to a more modest degree. And from the point of view of cultural effectiveness, we will be interested in: whether the advertised object (product, brand, etc.) has become a symbol of something, what place it has taken in the value system.

The pragmatism of the cultural approach to advertising is:

1) taking into account the role and significance of the communication channel in the cultural and communication system;

Therefore, it is necessary to provide value to advertising; it must either contain useful information, or to entertain the consumer, etc., i.e. perform non-advertising communication functions. And for this it is necessary to use all its forms, means and phenomena.

The advertisement began with an announcement. Currently, the effectiveness of traditional - elementary - forms of advertising communication, advertising messages, such as an ad, audio or video, etc. continues to decline. There is a process of switching to the use of more complex forms of advertising. On television - the most popular media - this is advertising of goods placed directly in programs (Smak, Bad Notes, My Family, etc.), the creation of special advertising television projects ( Last Hero), advertising in television series.

Diachronic forms of communication (which marketers classify not as advertising, but PR), such as, for example, the educational program Blend-a-med, are also used to promote products. It is aimed at forming in the consumer, even in childhood, an associative connection between the process of brushing teeth and the brand, making the concepts toothpaste and Blend-a-med synonymous. The company thus forms a positive image among parents and teachers and has an impact on the children's psyche. Well, the children preschool age they are simply not yet able to think critically about one or another asserted postulate.

Advertising myths formed (mainly as a result of accumulated empirical knowledge) in the minds of those who will the myth lead to serious and inexplicable failures in the construction of advertising myths about goods within the framework of existing mythology.

Let's look at some of them related to advertising media. When choosing advertising media, the correspondence between the target audience and the media audience is taken into account, and the advantages and disadvantages of media channels are also considered. In the educational literature, opinions about them have already been established. The advantages of television are simultaneous visual and audio impact, high degree of viewer involvement, large audience and breadth of coverage, high emotional impact; disadvantages - high absolute cost and overload with advertising, fleeting nature advertising contact and poor audience selectivity. Disadvantages of newspapers: low emotionality and low quality of reproduction of illustrative material, etc., etc.

The problem is that advantages and disadvantages do not have a single classification basis for evaluation. For example, the weak selectivity of the television audience is not a disadvantage when advertising consumer goods, but simultaneous visual and sound impact is only a means of high emotional impact, attracting attention, interest and increasing the memorability of information.

A significant drawback, not of advertising media, but of this approach to assessing their merits, is that media channels are viewed primarily through the prism of the reach + frequency approach. Although it is considered the core of only one element of the advertising plan - media planning, it directly affects the core of the advertising process - the creative development of the advertising message.

Let's try to find answers to the questions, not so much what is better than television, radio, newspapers or printed products as advertising media, but why is it better and what should the advertising message be?

Returning to the sociocultural functions of advertising, it should be noted that the pragmatic goals of advertisers will be met by a functional approach to the use of advertising communications. Objectively, the effective implementation of a pragmatic function - economic: promotion of goods - depends on the effectiveness of advertising's implementation of socio-cultural functions. What is the essence functional approach? The fact is that an advertising message must perform the functions of the main content of a media channel or that cultural artifact, the form of which it uses for its pragmatic purposes. As a result, the type and form of advertising messages should be determined by the characteristics of media channels. (Although M. McLuhan noted half a century ago that The medium is the message, this thesis is still almost not taken into account by advertisers). In turn, these characteristics, to which we include 1) the nature of the sensations that the media channel causes (visual, auditory or visual-auditory) and 2) the type of thinking (abstract-logical or figurative) that the consumer engages in perceiving and processing information, coming through this channel have a real psychophysiological basis.

These characteristics determine all the advantages and disadvantages of mass communication channels as means of advertising distribution.

The third characteristic that interests us and which follows from the first two is the nature of contact with a media channel - random or purposeful, as well as the motives for accessing the media channel, the purpose of its use.

A person can be exposed to media by accident: by chance hearing information on the radio, by chance seeing an outdoor advertising billboard. Accidental use of a magazine or newspaper is much less common. And, for example, accidentally reading newspaper correspondence or an analytical article is even more difficult: contact with this type of media channel is usually targeted.

The most likely is accidental contact with media channels focused on imaginative thinking (the inclusion of abstract-logical thinking requires more effort from a person than figurative thinking), and among them - those that cause auditory sensations. Since the senses work, a person involuntarily perceives various messages, being forced to consume information insofar as it helps basic orientation in the world around him. In the case when the contact is purposeful, voluntary, it is determined by the motives of satisfying any human needs.

The goals and motivation for using media channels can be divided into two main types: 1) use as a means of entertainment and recreation and 2) use as a source of information.

If a media channel satisfies recreational needs, then the audience’s emotional motives for accessing the media channel are in the foreground. If the audience is interested in receiving information, then the motives are rational. This difference also leads to the peculiarities of such a mental process as attention, which is of interest to advertisers. In the first case (rest, recreation), the audience's possibilities for using voluntary - volitional - attention are limited: it simply will not load its consciousness, will not engage in abstract-logical thinking. Those. The motives for using a media channel directly depend on the type of thinking. The motivation for contacting can also be multifunctional. However, even news programs on television, as evidenced by sociological surveys, satisfy not only informational, but also recreational human needs.

For recreational purposes, the audience uses communication channels that focus primarily on imaginative thinking (TV, FM radio, illustrated magazines). Media channels that appeal to abstract-logical thinking (newspapers, Radio Russia, magazines with a small number of illustrations, analytical materials in them) cannot satisfy this need and are used as a source of information.

Newspapers, magazines, as well as some printed advertising, i.e. those channels that use the transmission of information primarily through texts require the mandatory inclusion of voluntary, volitional attention. In the auditory and visual-auditory channels, the period of involvement of voluntary attention is often very short: voluntary attention either passes due to the presence of interest into post-voluntary attention, which does not require volitional efforts, or the person is distracted by another stimulus.

This is the duration of contact, which affects the degree of concentration and the degree of memorization of information. Memorability increases when an object or information remains in memory for a long time. However, with prolonged exposure to the stimulus, firstly, a process of adaptation occurs - adaptation, and secondly, fatigue develops, expressed in a decrease in sensitivity, impaired attention and memory. And, as a protective reaction of the body, the inhibition of mental processes begins.

It is necessary to take into account the conditions and situation of consuming media channel content (simultaneously with doing other things, under time pressure, with parallel exposure to other stimuli, etc.), which also affect the degree of concentration and the efficiency of memorization. If several stimuli act on a person at the same time, then the significance of each decreases, or the person ignores some of them. In addition, the perception of an object consists of individual sensations. From this it follows that several stimuli from different sources can overlap each other and the perception of an object or phenomenon is formed from the entire sum of sensations, including those not related to this object.

The next characteristic is the level of mental activity at the moment of contact with the media channel: fatigue - reduced level, excitement - increased. This level influences the characteristics of human adaptation to the environment.

With an increased level of mental activity, the degree of concentration and memory efficiency increases. At the same time, the nature of the reaction to certain stimuli may change: the strength of the reaction increases, emotions can manifest themselves in the form of affects. If arousal has a plus sign (delight, joy), then the stimuli receive greater approval; if it has a minus sign, then greater disapproval.

With a reduced level of activity, the volume of attention, the duration of its concentration decreases, and memorability decreases.

And, of course, another important component of the psychology of perception of a media channel is the emotional state at the moment of contact: anxiety or joy, bad or good mood. The content of a media channel will be perceived differently by a person depending on his mood.

Television has the ability to simultaneously influence visual and auditory analyzers. Thanks to this, thanks to the inclusion of both abstract-logical and figurative thinking in the perception, with a predominant appeal to the second, television requires the least effort to perceive the broadcast content. The primary motivation for consuming content is relaxation, entertainment (due to ease of perception), then obtaining information.

TV content corresponds to this motivation: approximately 40% of TV airtime is feature films, series and purely entertainment programs, up to 40% are entertaining and educational.

The psychological advantages of television over other media channels include a high degree of attention and a high degree of emotional impact. That is, in general, television has a high degree of psychological impact on the consumer. But these findings apply to television as a media channel - and not at all to television advertising. After all, television advertising rarely satisfies the motives for consuming a television product. The viewer wants to receive positive emotions, but they are trying to force advertising on him. Commercials that interrupt the main product at the wrong time cause irritation. Advertising irritates and even disgusts TV viewers. To avoid seeing her, people endlessly switch channels.

As a result, an associative connection may appear between negative emotions and the advertised product. (The existing positive communicative effect of videos is based on the fact that, due to the high frequency of their repetitions, the familiarity of the image of the advertised object is formed).

The disadvantages of the main form of TV advertising, videos, are a short period of exposure, which impairs memorability; weak selectivity of the audience, i.e. showing advertising to those who are not interested in the product and for whom it is almost impossible to form a motivation for its consumption.

A creative approach to advertising that compensates for these shortcomings will consist in the formation of a longer advertising message (while reducing the frequency of contacts); 2) placing it in specialized programs (the most effective advertising product is an interesting program that organically includes advertising information; programs of this type include Housing Issue, Culinary Duel, Plant Life, Health, Eating at Home, In Search of Adventure).

The content of a media channel such as a newspaper evokes visual sensations, but is not aimed at figurative thinking, like television, but at abstract-logical thinking. Attempts to rely on imaginative thinking are expressed in the use of photo illustrations and drawings. This is done to facilitate the perception of information. When using the term newspaper, we mean its original meaning: printed periodical, covering the events of current life. That is, newspapers with crosswords, jokes, etc. - this is a by-product, an extraneous product that only uses the form of a given media channel.

Because of this, it can be argued that contact with media of this type usually presupposes the presence of a specific goal. If radio and even television can serve as a background, then a person buys a newspaper, or at least picks it up purposefully. The purpose of consumption is to search and obtain information, including evaluative information. An event has occurred - a person evaluates it, he is interested in whether he evaluates it correctly or not, what other people, specialists, etc. think about this.

In the so-called tabloid press, the motives for consuming content are peculiarly intertwined: the average person seems to be asking for information, but wants to receive it in a form that does not require any volitional effort. Therefore, information is presented in a form in which it actually performs a recreational function. Moreover, this function is decisive, and the cognitive aspect of communication (information transfer) tends to zero. In the literature on advertising, the disadvantages of newspapers include low emotionality, low quality of reproduction of illustrative material

But neither high emotionality nor high quality prints are not needed by the reader, for whom newspapers are, first of all, a source of information. If he is looking for the necessary information, he will find it in any case. The answer to the question that is debatable among advertising creators - whether advertising should sell or entertain - is obvious: depending on which channel is used to broadcast it. On television, advertising will sell if it can entertain. And in newspapers, it should not be used to entertain those who are ready to receive information. ...Research data suggests that people are increasingly skipping unnecessary and unwanted information and ignoring uninteresting messages. They see the ad coming up and have the option to dodge it...

Millions spent on advertising in long-form newspapers go down the drain because readers simply aren't interested in the product on a given day. On the contrary, when consumers are truly in buying mode, they become surprisingly receptive in their role as information gatherers.

Let's consider another factor that can negatively affect the level of creative solutions. It lies in the fact that the creative flight of fancy of the advertising creator is restrained by the pressure of the already existing layer of advertising works. At the dawn of Russian advertising, many advertising works weakly fulfilled their pragmatic function: firstly, because there were no restrictions imposed by existing theoretical knowledge and applied research data, and secondly, there were no role models, models that, upon entering consciousness, both developers and customers of advertising would act as standards and limiters of creative imagination. It is difficult to predict the audience’s reaction to something that has no analogues yet. Nowadays, certain standards and patterns have been formed in Russian advertising, adherence to which provides the advertiser with advertising and economic security: there will be no pronounced psychological effect from advertising, but failure is guaranteed to be avoided. Evaluating Russian advertising works of the early 90s, one can notice that in general they evoked a stronger and more pronounced reaction from the audience, but this was not always the reaction expected by the advertising developer and advertiser.

Advertising creative is creative that should evoke planned associations and feelings. Consequently, its development should be based on existing scientific data, primarily in psychology. Psychological knowledge is based primarily on empirical data. That is, the advertising work being developed should reflect the knowledge and experience of the past, which may also limit the degree of its novelty.

On the one hand, this increases the share of artistically mediocre works. But on the other hand, by giving creativity a certain direction and thus narrowing the creative field, the pragmatic approach increases competition in this field between advertising works: it becomes increasingly difficult for them to differentiate themselves and the advertised objects. And if so, then this stimulates creative thought in the direction of deepening the associative series, searching for new, increasingly complex forms of expressing the advertising idea.

What is the meaning of the contrast between advertising and non-advertising creativity? And isn't advertising creativity, advertising works modern form existence of art?

Art is a form of reflection of reality, a form of a person’s knowledge of the world around him, himself, his feelings and experiences, the feelings of another person. However, the ongoing transformation of the value system contributes to the modification or even replacement of objects of reflection.

Let us turn to the most comprehensive form of artistic reflection of reality - television films. If you compare two sections - 40 years ago and modern ones, the difference will be noticeable to the naked eye. There was a clear acceleration in the dynamics of reflected events. In modern films there is much more movement, action, external effects and significantly less concentration on the emotions of the characters. Events are developing in a different plane than before. And if films of past years can be called films of inner experiences, then modern ones can be called films of action.

Let's consider the concept of advertising effectiveness. Its effect, of course, will depend on the quantitative audience covered by the advertising message and the number of times they saw/heard it. However, first of all, the effect depends on the advertising message, on its psychological and communicative quality. But the dominant concept in advertising theory, coverage + frequency, which actually relates to the distribution of advertising messages, essentially crushes the development of an advertising product. After all, it is clear that passion for the idea of ​​​​the widest reach of the audience and the maximum frequency of its exposure to an advertising message will directly affect the volume/size of the latter, limiting its spatial or time frame. Economic efficiency requires a reduction in the numerator of the cost/result fraction, hence the brevity of the advertising appeal, determined by the desire to reduce the cost of placing one appeal and thus increase coverage and frequency indicators. But time or space constraints can prevent a truly creative idea from coming to fruition. However, if the content and form of the message do not motivate consumers to take certain actions, then can increasing the frequency and total volume of exposure to a given work have a significant impact on the audience?

The above concept does not imply the possibility of disseminating information through interpersonal communication channels, i.e. the possibility of relaying information contained in an advertising work. However, an advertising message, formed in such a way that it arouses interest among the audience, could be further distributed through these channels, which would actually increase the audience of exposure. A whole range of large-scale advertising campaigns and many truly valuable products have failed in the market simply because advertisers have not paid due attention to stimulating the processes of diffusion and dissemination of information about the advertised goods orally. The opposite statement is also true. Many other campaigns have achieved significant success precisely because significant attention has been paid to word-of-mouth promotion processes.

Possibility of active use of artifacts of popular culture in advertising purposes legally enshrined in new edition Russian law On advertising, which states that this law does not apply to mentions of a product, means of its individualization, the manufacturer or seller of the product, which are organically integrated into works of science, literature or art and are not in themselves information of an advertising nature. In the previous edition there was something opposite: The use in radio, television, video, audio and film products of a non-advertising nature of purposefully drawing the attention of advertising consumers to a specific brand (model, article) of a product or to a manufacturer, performer, seller to create and maintain interest in them without proper preliminary communication about this... is not allowed.

A process that E. Toffler spoke about almost 30 years ago (In a Third Wave society, corporations will be complex organizations (as they are today), performing several functions simultaneously (and not just solving the problems of profit and production).<... >Corporations will either voluntarily or be forced to begin solving problems that today are considered not worthy of attention because they do not relate to the economy. We are talking about ecology, politics, culture and morality can be likened to the transition from gathering to agriculture. Instead of periodically raiding the wallets of consumers, corporations prefer to carefully grow consumers in their own garden, forming loyal consumers, using all possible methods for this.

The theoretical justification for such a transformation has received the name socially responsible marketing in the West. More pragmatic is its offshoot called event marketing, which is defined as a strategic positioning and marketing tool that connects a company or trademark with some social event, phenomenon or aspect thereof, to the mutual benefit of the parties.

In event marketing, advertising text is embedded in socially significant and socially approved text. In this case, traditional cultural and communication forms are actually used for advertising impact. Creativity lies in their adaptation to solve advertising problems. According to adherents of this trend, event marketing campaigns have a much greater influence on purchasing behavior compared to traditional forms of advertising communications.

It can be argued that, just like the permanently appearing modifications of familiar products, represented by advertising as a radical improvement, new concepts proclaimed by Western authors in the field advertising activities represent only different versions of one main phenomenon: the development of traditional cultural and communicative space by advertising technologies. Essentially, all of these concepts are also products that the authors intend to sell to firms in need of effective product promotion. Russian practitioners and theorists are also successfully adopting advanced Foreign experience, or generalizing and modifying ideas already expressed and your own practical experience, or mythologizing (at least through the use of a new nomination: Entertainment - the newest Russian concept changes in forms and content retail...) certain advertising technologies.

The vector of all new trends in the theory of advertising is the same - strengthening the recreational function of advertising through the use of gaming and other forms and phenomena inherent in mass culture or performing important socio-cultural functions. But advertising, while performing sociocultural functions, still fulfills its pragmatic function: Various areas bourgeois culture is governed by law: to produce spiritual needs to satisfy material production.

Thus, you have found out that the rational pragmatic orientation of the initiators of the advertising process is one of the main obstacles to the effective implementation of their pragmatic goals. The need to harmonize the relations of subjects and objects of advertising activity, as well as to increase the effectiveness of the impact of advertising on group and mass consciousness, requires endowing specific carriers of the advertising idea - advertising messages - with value for the audiences of the advertising impact; The cultural approach to advertising should be considered as the approach that best meets the pragmatic goals of advertising customers.

From the perspective of modern pragmalinguistics, an advertising text is characterized as a vivid speech form of social influence, as a unidirectional speech action, the content of which is the social influence of the addressee on the addressee through clarification and information [cit. after Fomin, 1999]. In addition to describing the characteristics of the product, advertising carries an additional load due to the illocutionary intention of the sender of the text embedded in the text; The purpose of advertising is to attract the attention of consumers to a particular product. Speech influence, i.e. the influence of verbal information on the recipient’s behavior, is formed as a result of the interaction of a number of linguistic and non-linguistic factors included in the act of communication. Under these conditions, expressiveness becomes prerequisite pragma-communicative existence of an advertising text, since the extent to which the communicative, pragmatic and aesthetic functions of advertising are realized largely depends on it. The expressiveness of an advertising message is necessary remedy to achieve its immediate goal: to encourage a potential buyer through an extremely compressed lexical and semantic structure to purchase the subject of advertising. The problem of expressiveness is one of the cardinal linguistic problems.

We consider expressiveness as one of the leading conceptual categories of advertising that determine its pragmatic-communicative existence [cit. after Maslova, 1997]. Expressiveness in our work is presented as an essential characteristic of an advertising text, as an act of pragmatic text formation. The possibilities of expressiveness as an essential characteristic of an advertising message are inherent, first of all, in its denotative plan. It is on the denotative attribution of the subject of advertising that the expected perlocutionary effect ultimately depends. The denotation of the text (product, service, image, universal values, political parties, movements) may have one or another personal significance for the recipient of the advertisement, regardless of whether there are expressive units in the text or not. It is the denotative plan that creates the ground for the emergence of connotative meanings, the deep intentions of the author’s superidea. Thus, the choice of a “key” word is determined both by the pragmatic attitudes of the advertiser and by the properties of the specific denotation of the advertising text. It is obvious that there are certain semantic connections between the meanings of the “key” words and the name of the denotation. The signs and properties of the denotation predetermine to some extent the appearance of a particular word-characteristic. If the name of the denotation is not directly related to the expression of the subjective modal component, then keywords are a direct conductor of the expression embedded by the author in the advertising text. Thus, linguistic means “dress” the denotation of advertising, forcing it to become personally significant for the addressee.

The use of expressive language in the process of generating advertising text depends on the advertiser. The addressee, as a more informed participant in communication, fills in possible gaps in the addressee’s conceptual picture of the world. Moreover, he does this not intrusively, but very tactfully and friendly, revealing new opportunities to his interlocutor, emphasizing their advantages and offering to take advantage of them. The pragmatics of the text is manifested not only in the fact that it influences the recipient, but also in the fact that the text contains implicit information about its author and the sphere of communication. Through his message, the advertiser updates a complex of verbalized and non-verbalized knowledge about the world around him, including a certain value system, to which he refers the consumer directly or indirectly. The idea, the advertising appeal, the idea of ​​the advertising message, the advertising image, the meaning-forming motives of the advertisement, the composition of the RT, the language means are determined consciously or unconsciously by the author of the advertisement as a linguistic personality, his model of the world, individual experience, value system, and attitude to language. Special linguistic means (figurative, emotive, evaluative) used in advertising do not in themselves create the overall expressiveness of the text. Expressiveness arises under the condition that these means, firstly, display a certain content (characterize the object of advertising), and secondly, are addressed to a real consumer for whom they will be personally significant. Any text, including advertising, is designed for perception, understanding and evaluation. Consequently, the expressive efforts of the advertising author achieve their goal when they are consistent with the apperceptive capabilities of the recipient. It is known that one of the most important tactics speech behavior is the construction of both partners common system reference necessary for their mutual understanding [Tretyakova, 2000: 21-30]. For successful implementation In the phenomenon of speech influence, it is important that the intention of the sender of the advertisement is correctly recognized by the reader - the recipient of the advertisement. The implementation of an expressive advertising plan affects the dynamics, quality and selectivity of perception, contributes to an accelerated, in-depth and expanded understanding of the text. The expressive plan of the text also contributes to the achievement of a pragmatic goal - a change in the consciousness and behavior of the addressee, encourages him to an active reaction - the acquisition of a product/service. The objective meaning of linguistic units is superimposed on the personal meaning of a potential buyer who perceives the advertising text, resulting in an expressive effect. Each reader looks at the same advertising message through the prism of his ideas and concepts, through the prism of his individual consciousness. The perception of advertising is always selective and depends on the psychological state of the recipient at the time of perception. There are no advertising messages that do not contain expressiveness at the text-recipient level, because there will always be an advertisement recipient for whom this or that content will be expressive, regardless of the presence or absence of special linguistic expressive means in the text. The factors that determine the strength of expressiveness, which is based on the interaction between the text and the addressee, include: harmony or disharmony of the goals of the advertiser and the consumer, therefore, the interest of the advertising recipient in the communicated information, his system of values, the addressee’s knowledge of the world around him. In addition, the possibilities of the influencer effects are embedded in units of various levels - vocabulary, morphology, syntax, and phonographic units. The author of the advertisement selects such emotive, evaluative, figurative, stylistic, as well as compositional and structural linguistic means that are able to present the denotation of the advertisement in the most favorable light. Advertising text is characterized by a tendency to combine means of all levels of language, representing a network of intratextual connections. When creating advertising and trying to achieve the main goal of advertising - influencing a potential buyer, the advertiser refuses the standard conventional and normalized means of language in order to influence his consciousness and behavior with a new, unpredictable language means (combination of means) for the reader. The use of systemic expressive means and techniques enhances the overall expressive tone of advertising, since every technique is an active and serious “game” with meanings and meanings, which has a communicative purpose and a pragmatic purpose - emotional infection of the addressee [Ladutko, 1999: 86-93]. In a specific text, any neutral means of language, depending on the intentions of the advertiser, can be transformed and become emotionally, figuratively or aesthetically affecting, i.e. expressive, spreading the expressive effect throughout the entire text. We consider the expressiveness of an advertising text, therefore, as a system of linguistic means and techniques used in the text, which allows us to most expressively present the denotation of advertising - a product / service - and the pragmatic intention of the addressee, as a result of which it influences the consciousness, behavior and activity of the addressee.

INTRODUCTION………………………………………………………………………………..4

CHAPTER I. TEXT AS AN OBJECT OF LINGUISTIC RESEARCH………………………………………………………………………………..6

1.1. The problem of defining text in linguistics……………………………6

1.2. Main characteristics of the text……………………………………………………12

1.3. The problem of text typology……………………………………………………………...16

CONCLUSIONS ON CHAPTER I……………………………………………………...….22

2.1. Means of suggestive influence in advertising texts…………………23

2.2.Communicative and pragmatic aspect of the text (using the example of car advertising)……………………………………………………………………………….25

CONCLUSIONS ON CHAPTER II………….……………………………………………………….30

CONCLUSION…………………………………………………………….31

LIST OF REFERENCES………………………..........32

LIST OF SOURCES ANALYZED…………………….35

INTRODUCTION

Advertising is already an integral part of our life. Nowadays advertising can be seen and heard everywhere: on television, radio, print, on the Internet, as well as through outdoor media. Advertising texts are of particular interest due to their pragmatic orientation. Namely, what means are used to intensify the impact on the target audience, which encourage buyers to purchase the advertised goods. The relevance of the chosen topic lies in the insufficient knowledge of the means of influence advertising texts to the target audience. The object of study of this course work is advertising texts. The subject of the study is the linguistic means of organizing advertising text, which most fully reflect the suggestive impact on the target audience. The purpose of this course work is to scientifically comprehend and describe the communicative and pragmatic features of advertising texts using the example of car advertising. In accordance with the objectives of this course work It is advisable to solve the following problems:

Consider the main approaches to defining text;

Determine the main characteristics of the text;

Study the problem of text typology;

Study the communicative and pragmatic features of advertising texts; -identify linguistic means that enhance the suggestive impact of advertising on the consumer audience.

The course work consists of an introduction, two chapters, a conclusion, a list of references, and a list of analyzed sources. The introduction presents the relevance of the study, object and subject, purpose and objectives, structure of the work. Chapter I of the course work examines the problems of defining the text and the typology of texts, as well as the characteristics that the text has, and the study of advertising as one of the types of communication. Chapter II examines the linguistic means of suggestive influence in car advertising texts. In conclusion, the conclusions obtained during the study of this topic are indicated. The bibliography contains information about the works of leading researchers of advertising text.

CHAPTER I. TEXT AS AN OBJECT OF LINGUISTIC RESEARCH

The problem of defining text in linguistics

In modern linguistic research, significant attention is paid to the study of text and related problems. Interest in the text was apparently caused primarily by a paradigm shift in modern linguistic research and the recognition of the fact that “the minimal linguistic unit functioning in the real process of communication is the text” [Kolshansky 1987: 39]. Interest in the text as a linguistic and cultural phenomenon continues to this day. In modern works devoted to text research, various aspects of the text are considered and specific texts are analyzed. The definition of “text” is still controversial. This question is solved differently by linguists: some of them recognize the text only in written speech, others admit the existence of the text in oral, but only monologue speech, others consider it possible to talk about the text in dialogical speech as the implementation of any speech plan. Most scientists still mean by text only structured, organized speech in a certain way. The word “text” itself (Latin textus) means fabric, plexus, connection. Therefore, it is important to establish both what is connected and how and why it is connected. According to M. Halliday, the text is the operational unit of language, just as the sentence is its syntactic unit; the text can be written or oral. Text is a functional-semantic concept and is not determined by size [Halliday 1974:107]. The “Linguistic Encyclopedic Dictionary” gives the following definition of text: “a text is “a sequence of sign units united by a semantic connection, the main properties of which are coherence and integrity” [Linguistics 1998: 507]. According to Turaeva Z.Ya., “a text is a certain ordered set of sentences, united by various types of lexical, logical and grammatical connections, capable of transmitting organized and directed information in a certain way. The text is a complex whole, functioning as a structural-semantic unity" [Turaeva 1986:11]. According to I. R. Galperin; “a text is a work of the speech-creative process that has completeness, objectified in the form of a written document, a work consisting of a name (heading) and a number of special units (super-phrase unities), united by different types of lexical, grammatical, logical, stylistic connections, having a certain focus and pragmatic attitude" [Galperin 1981: 18]. In a broader sense, text is understood as a meaningful sequence of any signs that has a communicative orientation. However, due to its multifaceted nature, there is no definition of the concept “text” that could be considered sufficiently complete, taking into account all sides and aspects of this complex in structure, diverse in forms, unit of language. Text is defined as an information space, as a speech work, as a symbolic sequence, etc. In semiotics, text is understood as a meaningful sequence of any signs, any form of communication, including rite, dance, ritual, etc. In philology, in particular in linguistics, text is understood as a sequence of verbal (verbal) signs. Since the text carries a certain meaning, it is initially communicative, therefore the text is presented as a communicative unit [Valgina 2003]. Currently, there is no single and generally accepted concept of text. Most likely, this is due to the fact that the text is studied by various linguistic disciplines (sociolinguistics, psycholinguistics, pragmatics, semantics, text linguistics, etc.), and each of the existing sciences tries to apply its own highly specialized approach to defining the text. But, since this work was carried out within the framework of a communicative-pragmatic approach, the most acceptable definition of the text can be considered the definition of N.S. Valgina, who considers text as an element of communication. This allows us to talk about the relationship between text and discourse. The Linguistic Encyclopedic Dictionary gives the following definition of discourse: discourse (from French (discours - speech) - a coherent text in combination with extralinguistic, pragmatic, sociocultural, psychological and other factors; a text taken in the event aspect; speech considered as a purposeful social action, as a component participating in the interaction of people and the mechanisms of their consciousness (cognitive processes). Discourse is speech “immersed in life.” Therefore, the term “discourse,” unlike the term “text,” does not apply to ancient and other texts, communications which are not directly restored with living life [Yartseva 1990]. One of the first specialists in Western European linguistics who drew a fairly clear boundary between the concepts of “text” and “discourse” was Thein van Dijk: “Discourse is an actually spoken text, and “text” is the abstract grammatical structure of what is spoken. Discourse is a concept relating to speech “...”, while “text” is a concept relating to the system of language or formal linguistic knowledge, linguistic competence" [Van Dijk 1998]. Discourse, as A.A. points out. Kibrik and his co-authors, “a broader concept than text. Discourse is both a process of linguistic activity and its result – and the result is the text” [Kibrik 1992: 117]. E. Benveniste, developing the theory of utterance, consistently uses the term discourse in a new meaning, as a characteristic of “speech assigned to the speaker” [Benveniste 1966: 206] The most complete definition of discourse is given by N.D. Arutyunova [Arutyunova 1990: 378]. The researcher understands discourse as “a coherent text in combination with extralinguistic – pragmatic, sociocultural, psychological and other factors “...”. Discourse is speech “immersed in life” [Arutyunova 1990:]. Thus, discourse is a complex communicative phenomenon that, in addition to text, also includes extralinguistic factors necessary for understanding the text.

T.A. van Dijk writes that the concept of “discourse” is also used to designate one or another genre, for example: “news discourse”, “political discourse”, “scientific discourse” [Van Dijk 1998]. G.A. Zolotova notes that a new genre is joining the known varieties of texts, “filling the space of newspapers and screens - intrusive and glib advertising” [Zolotova 1998: 81].

From the perspective of sociolinguistics, V.I. Karasik considers in his work the advertising discourse as a type of institutional discourse, and he divides the latter into two main types: personal (person-oriented) and institutional [Karasik 2002:25 5]. In the first case, the speaker acts as an individual in all the richness of his inner world, in the second case - as a representative of a certain social institution. Institutional discourse represents communication within a given framework of status-role relations [Karasik 2004:282]. It is precisely the pattern of communication that fundamentally distinguishes institutional discourse from personal discourse. Institutional discourse is distinguished on the basis of two system-forming features: the goal(s) and the participants in communication. The purpose of the advertising message is not only to attract the attention of the audience, but also to induce some part of it - preferably the largest part - to action. The main participants in the institutional discourse are representatives of the institution (agents) and people who contact them (clients), for example, the sender of an advertisement and the consumer. Communication clichés within the framework of institutional discourse are unique keys for understanding the entire system of relations in the corresponding institution.

Pragmatics (from Greek. pragma - deed, action) is a broad area of ​​linguistics. The main idea of ​​pragmatics is that language can be understood and explained only in the broad context of its use, i.e. through its functioning. The concept of functionality is basic in the pragmatic approach to language, both in foreign and domestic linguistics. It is the functional aspect that pragmatists G.V. emphasize in their definitions. Kolshansky and N.D. Arutyunova.

Pragmatics studies all those conditions under which a person uses linguistic signs [Kolshansky 1984:127], while the conditions of use are understood as the conditions for adequate selection and use of linguistic units in order to achieve the ultimate goal of communication - influencing partners in the process their speech activity.

N.D. Arutyunova refers pragmatics to the field of “research in semiotics and linguistics, which studies the functioning of linguistic signs in speech, including a set of issues related to the speaking subject, the addressee, their interaction in communication and the communication situation” [ Arutyunova 1973:87].

The theory of speech acts (one of the main branches of linguistic pragmatics) is associated, first of all, with the name of J. Austin, who drew attention to the fact that uttering a statement can represent not only the communication of information, but also other actions (for example, a request , advice, warning). Within the framework of the theory of linguistic philosophy of J. Austin and J. Searle, a distinction was proposed between locution (the act of speaking), illocution (carrying out some act during speaking) and perlocution (influencing the feelings, thoughts and actions of others and obtaining a result - intentional/unintended effects of influence) (cited by Arutyunova 1973).

When performing a speech act, two actions are carried out simultaneously: the actual utterance of the utterance (locutionary act) and the illocutionary act, for example, the expression of a request, etc. In other words, in addition to transmitting a message, the speaker’s communicative intention is realized, according to J. Austin, i.e. have a perlocutionary effect. A number of issues that pragmatics studies are also relevant for advertising activities, in particular, the impact of a statement on the addressee. Each advertising text is designed for a certain perlocutionary effect. The pragmatic focus of any advertising text is the need to induce the addressee to respond. The effectiveness of communication through advertising lies precisely in the extent to which this impact has been achieved.

N.D. Arutyunova, discussing the problem of the addressee factor in a speech act, makes the pragmatic meaning of the speech act dependent not only on the speaking subject, but also on the speech situation, and also to a significant extent on the recipient [Arutyunova 1973: 84]. It is the consistency of the parameters of the communicants that ensures the correct conduct of communication. Every act is designed for a specific model of the addressee. In this case, the role of the recipient is such that it forces the speaker to take care of the organization of his speech.

Thus, a broad understanding of pragmatics covers a complex of issues related to the speaking subject, the addressee, their interaction in communication and the communication situation. “The subject and the addressee, as the starting and ending points of a communicative act, inevitably enter into the essential characteristics of a speech work; they constitute an organic unity and cannot be separated unless a conditional formula of some linguistic method of research is stipulated. The set of conditions that determine the formation of a particular speech work by the subject and the corresponding perception of it by the addressee, including the condition of the adequacy of the speech impact on the communicant, constitutes the inextricable integrity and essence of communication itself” [Kolshansky 1984: 139].

Understanding the theory of speech influence by pragmatics, it should be noted that it is the positive pragmatic orientation of advertising discourse that is the factor that largely determines its specificity and turns out to be decisive for the formation of other distinctive features of advertising. The pragmatic orientation of texts of this type determines the logical and/or emotional core of the statement, the general tone of the discourse, dictates the selection of linguistic and non-linguistic means and the method of their presentation and organization.

1.2. Main characteristics of the text

Text as an object of linguistic research has various characteristics that both distinguish it from other linguistic phenomena and specify it. Currently, in text linguistics there is no unambiguous, generally accepted set of grammatical categories of the text that define it. There are terminological discrepancies in the definition of certain text categories (for example, along with the term “coherence” the term “cohesion” is used; the terms “integrity, integrity, integration, coherence” are sometimes used as synonyms). In the range of issues related to the characteristics of the text, which presupposes a comprehensive coverage of this phenomenon, the question of integrity and coherence can perhaps be considered one of the main ones. This is explained by the fact that the text as an object of linguistic research is presented, first of all, as an informational and structural unity, as a functionally complete speech whole. It is this quality of the text that currently makes it possible to determine fairly clear patterns of text formation. According to N. S. Valgina, the text as an object of linguistic research is presented, first of all, as an informational and structural unity, as a functionally complete speech whole. That is why the question of such properties of the text as integrity and coherence can be considered one of the main ones [Valgina 2003]. Integrity and coherence are the main, constructive features of a text, reflecting the content and structural essence of the text [Valgina 2003]. Coherence is a structural property that manifests itself in the semantic integrity of the text and has linguistic methods of expression; it is linear and syntagmatic. It manifests itself as a combination of individual linguistic units in the text and as the compatibility of individual structural blocks of the text. N. S. Valgina distinguishes between local connectivity and global connectivity. Local coherence is the coherence of linear sequences (statements, interphrase unities). Global coherence is what ensures the unity of the text as a semantic whole, its internal integrity [Valgina 2003]. In addition to N.S. Valgina, the problem of text categories was dealt with by Motina A.I., Bure N.V., L.V. Sakharny, T.V. Matveeva, etc. And they identified a number of classical text categories, quite well and fully described in the literature in relation to different types of text: 1. The category of coherence is the most studied, since it was with the search for certain, formally expressed means and ways of organizing the whole text that the linguistics of the text began. Initially, coherence was defined as an explicitly expressed connection between adjacent sentences of a text; later, the understanding of coherence expanded. Currently, coherence is considered, on the one hand, as a formal-structural syntactic organization of the text, which has explicit lexical and grammatical means of expression. On the other hand, as a reflected, transmitted or created by speech unification of facts, phenomena, etc. into one closed whole, as the ability of a text to hold the subject of discussion, turning it in different directions, and “smoothly” move from one subject to another. 2. Structurality - an integral property of any complex object - expresses the relationships that exist between the parts of a given object. Depending on the relationship of text units to its topic, composition or content, one can distinguish thematic, compositional (logical-compositional) and content (semantic, predicative) structures 3. Integrity is a basic characteristic of the text as a subject of communication. In contrast to coherence, which determines the external organization of the text, integrity characterizes the internal, meaningful, semantic unity of the text. In the act of communication, the author, through the text, expresses some content that should arise in the reader as a result of the perception of this text. The goal of communication and, accordingly, the author is to ensure maximum coincidence of the author’s content with the image of the text’s content that arises in the reader. This content, which arises in the human psyche spontaneously, unconsciously, representing a dynamic idea of ​​​​a certain object as a subject of communication, can be defined as integrity. Professor L.V. Sakharny has repeatedly emphasized that the same integrity can be structured differently and expressed differently in external speech. The resulting texts can be considered as synonyms - members of the paradigm of texts correlated with the same integrity [Sakharny 1990]

4. The category of modality expresses (1) the nature of the relationship of what is being communicated to reality and (2) the attitude of the author of the text to the subject of the message. By analogy with the modality of a sentence, in the first case we can talk about objective modality, in the second - about the subjective or authorial modality of the text. T.V. Matveeva distinguishes a subjective modality based on the expression of an emotionally expressive attitude (tonality, in her terminology), and a modality based on a rational, intellectual assessment (evaluation). Evaluativeness is the leading feature of the review genre, the anniversary article, but the specific nature of the manifestation of evaluativeness both in review genres and in a standard scientific text is ultimately determined by the personality of the author. [Matveeva 1996: 46] In addition to categories, linguists highlight the theme and logic of the text. The theme, like the author's intention, is an essential and necessary feature of any text. This is an extralinguistic factor that enters the core of the text and determines its structure. Topic is the subject of speech, which acts as the subject of the thesis of the text. Theme is the sphere of reality, the general problem (subject) within which the text was created. The topic can be determined by answering the question of what the text is talking about. The topic is formulated using nominative sentences (two to three sentences). The theme is expressed in thematic groups that constitute the thematic field of thematic unity. As for logicality, logicality - the general meaning of the text - is constantly clarified on the basis of filling and analyzing information from its minimal semantic parts of microtexts, i.e. the text itself is a reflection of the process of meaning formation. The informational role of a fragment depends on the composition itself and the sequence of arrangement [Bure 2003:36] So, the text is characterized by the following categories - modality, integrity and coherence, structure. A text always has a topic or several topics that are related hierarchically. And logic must be traced in the text, since in its absence the text ceases to be text.

1.3. The problem of text typology.

The problem of text typology is related to the solution of the issue of text classification. The diversity of texts makes attempts to somehow organize and systematize texts quite understandable. The typology of the text, despite its central position in general theory text is still not sufficiently developed. The general criteria that should form the basis of typologization have not yet been defined [Valgina 2003]. Valgina N.S. believes that typologization criteria should consist of a number of indicators and cover at least the main features of the text: informational, functional, structural-semiotic, communicative. When focusing on different criteria, one can focus on the division of “scientific and non-scientific texts” in primary differentiation; “fiction and non-fiction texts”; “monologue and dialogic texts”; “mono-address and multi-address texts”, etc. Each of these divisions actually exists, but from the point of view of a general and unified typology, they are incorrect: for example, a literary text, on the one hand, will fall into the group of non-scientific ones, and on the other, simultaneously into the groups of monologues and dialogical. To avoid such crosses, Valgina N.S. suggests focusing on the most established classifications based on extratextual factors, i.e. factors of real communication (communicative-pragmatic). The vast majority of authors dealing with text problems, when taking into account the factors of real communication, according to the spheres of communication and the nature of the reflection of reality, initially divide all texts into non-fiction and fiction. Non-fiction texts are characterized by an emphasis on unambiguous perception; artistic - for ambiguity. Literary texts, in turn, have their own typology, focused on gender-genre characteristics, and non-fiction texts have their own particular typology: texts of mass communication; scientific texts; official business texts [Valgina 2003] According to Valgina N.S., a literary text is built according to the laws of associative-figurative thinking, and a non-fiction text is built according to the laws of logical thinking. In an artistic text, behind the depicted pictures of life, there is always a subtextual, interpretative functional plan, “secondary reality.” Non-fiction text, as a rule, is one-dimensional and one-dimensional; reality is real and objective. Literary text and non-fiction discover different types impact – on emotional sphere human personality and intellectual sphere; In addition, the law of psychological perspective operates in artistic representation. Finally, these texts also differ in function - communicative-informational (non-fiction text) and communicative-aesthetic (fictional text). Thus, the classification of texts has not yet been sufficiently developed, since the general criteria that should be the basis for typologization have not yet been defined. For this work, texts based on extratextual factors are of particular interest, i.e. factors of real communication (communicative-pragmatic), namely, advertising texts.

Although advertising as a type of textual activity in Russian reality appeared relatively recently (leading position in the world advertising business, both in terms of volume and in terms of influence, English-language advertising is occupied), nevertheless, there are a number of monographs and dissertations devoted to its linguistic description.

In modern linguistic literature one can find a number of definitions of the word “advertising”. V.V. Uchenova writes that the loud “cries” of town criers about the most important current events became the origin of the Latin verb “rec1amare”, which means “to shout”; and the name of the advertising phenomenon became a derivative of this verb. “Advertising is a branch of mass communication, within which informative-figurative, expressive-suggestive works are created and distributed, addressed to groups of people with the aim of inducing them to make the choice and action desired by the advertiser” [ Uchenova 2003: 78].

E.V. Romat believes that advertising can be considered as a specific area of ​​social mass communications between advertisers and various audiences of advertising messages with the aim of actively influencing these audiences, which should help solve certain marketing problems of the advertiser [Romat 2004: 84].

As can be seen from the above definitions, rec lama is regarded as a type of communication. Advertising communication must, of course, be defined as one of the types of social communication, since the existence of advertising outside the framework of human society is unthinkable.

The main functions of social communication are informational (transfer of information), expressive (the ability to express not only semantic, but also evaluative information), pragmatic (the ability to convey a communication attitude that prescribes a certain impact on the recipient) [Konetskaya 1997: 85].

Advertising achieves its goal only if the characteristics of the human psyche are taken into account when composing the advertising text. The oldest and most famous advertising model is AIDA (attention - interest - desire - action, i.e. attention - interest - desire - action). It was proposed by the American advertiser Elmer Lewis back in 1896. This model reflects the stages of the psychological impact of advertising: to attract attention, to arouse interest, to arouse desire, to give arguments in favor of a product or service, to lead to a decision, to make a purchase or use services.

A person’s worldview is a relatively stable system that is based on a hierarchy of values. Values ​​are based on the foundation of the needs of certain subjects. According to V.V. Uchenova, the value orientations of various population groups and individuals from the point of view of their internal content include archetypes, stereotypes and ideals [Uchenova 1996:74]. The first contain value preferences preserved from previous generations, the second - preferences of the present time, and the third - the values ​​of the foreseeable future. This axeological complex is used by advertising to achieve its goals. And it is the advertising text that is a means of social regulation and influence on various social groups, offering those that are currently valued and reflect the development of culture.

In addition to value orientations, advertising strategies are used: rational (when the argumentation of the advertising message is based on logical arguments about the correspondence of the qualities of the product to the specific needs of the buyer) and emotional (when the advertising message creates a certain image, mood, feeling attractive to the consumer) [Nazaikin 2007:50]. The choice of a rational strategy implies the use in advertising of a relatively large number of facts, arguments, links, quotes, presented with or without illustrations. A person, perceiving such an advertisement, carefully processes the information and forms a meaningful attitude towards it. Advertising of an emotional type, with the help of images and associations, forms certain symbolic characteristics of objects. In general, the division of advertising into those using rational or emotional strategies is artificial and conditional, since almost all ads combine the features of rational and emotional advertising.

Today, advertising texts are characterized by endless variety. In order to somehow systematize this variety of graphic images and verbal forms of expression, one should resort to some methods of classification that will most fully reflect the essence of the issue under consideration.

The list of advertising classification criteria is not limited to those given above. For example, dividing advertising according to its concentration on a specific audience segment allows us to distinguish between selective (selective) advertising, clearly addressed to a specific group of buyers (market segment) and mass advertising, not aimed at a specific contingent. Depending on the size of the territory covered by advertising activities, local advertising is distinguished (scale - from a specific point of sale to the territory of a separate point), regional

advertising (covers a certain part of the country), national advertising (statewide), international advertising (conducted on the territory of several states), global advertising(sometimes covering the whole world). According to its psychological impact, advertising is divided sequentially into notifying (informing), persuasive, suggestive, and reminding.

So, the advertising text is a complete graphic textual unity, which combines factors of a linguistic and extralinguistic nature and implements a positive pragmatic orientation. The list of criteria for advertising classification is not limited to the traditional method of classification by object of advertising, by type of audience and by advertising medium. Depending on the task facing the researcher, advertising can be classified according to the size of the territory covered by the advertisement, the type of target audience, etc.

CONCLUSIONS ON CHAPTER I

In a broad sense, text is understood as a meaningful sequence of any signs that has a communicative orientation. The main characteristics of the text are integrity and coherence. Typology of texts is associated with the solution of the issue of classification of texts, but since the general criteria that should form the basis of typologization have not yet been determined, linguists are unable to carry out a clear classification.

2.1. Means of suggestive influence in advertising texts

The study of printed advertising texts is closely related to the solution of a number of issues related to its construction (Kh. Kaftandzhiev, N.N. Kokhtev), its pragmatic, lexical-semantic and syntactic features (L.N. Barkova, A.N. Leontiev, G.G. Pocheptsov, O.A. Sychev), as well as conceptual organization (cited by V.I. Karasik). Domestic linguists also identified the linguistic and psychological foundations of the perception of advertising text (A.A. Leontyev, V.G. Kostomarov, D.E. Rosenthal), its role in modern society (A.A. Romanov, I.Ya. Rozhkov, N. .A. Aratskaya) and intercultural communication (E.V. Medvedeva) (cited by V.I. Karasik).

The purpose of this paragraph is to analyze some cognitive-semantic aspects of the suggestive impact of advertising texts on the target audience - the addressee of the advertising message. Suggestive influence is a complex socio-psychological influence on a person’s worldview and worldview with the effect of suggestion, changing his neurophysiological dynamics. A person acquires a special neuropsychic portrait, holistic and internally deeply connected.

The purpose of such influence is to make changes in the cognitive structure of the recipient in order to obtain corresponding changes in his behavioral structure.

Advertising is designed to “impose” certain goods and services on a person, while simultaneously creating needs for them. Thus, suggestive advertising communication aims to suggest something to the addressee, to convince him of the need to take certain actions, namely, to purchase the advertised product or service. At the same time, the paradox of a person’s thinking is that he perceives better and trusts more not the advertising that is clearly trying to influence him, but the one that, it would seem, only informs.

Suggestion in advertising text can be achieved in different ways depending on the goal. The nature of the goal presupposes certain means of achieving it. Thus, there are three main styles of advertising text: verbal, nominative and adjectival. Verbal style is characterized by the predominance of verbal forms in the advertising text, giving it dynamism. The predominance of nouns is typical for the nominative style.

A distinctive feature of the nominative style of advertising text from the verbal one is its stationarity, constancy. When using the adjectival style, the emphasis is on qualitative adjectives and adverbs. Such texts explicate the positive qualities of the product.

The choice in favor of using one style or another of advertising text depends primarily on the specifics of the product or service itself. An important factor is the ultimate goal pursued by the advertising message. Ideally, advertising text is a detailed, specific advertising idea. The function of advertising text is to convince the buyer of the advisability of the action to which it calls. Persuasion is achieved through competent presentation of arguments. It follows that the suggestive effect of the advertising text is of a reasoned nature.

All arguments can be divided into weak (emotional) and strong (rational). Advertising texts for consumer goods typically use weak arguments that touch on emotions, while advertising texts for high-tech products typically use strong arguments that appeal to common sense and rationality.

Means that increase the suggestive impact of an advertising text also include presuppositions, which include the national culture and mentality of the people, stereotypes of society, as well as background knowledge and units representing them [Rodina 2004:114]. Appealing to these units of language and thinking makes it possible to most effectively influence the consciousness of the consumer, instilling in him the need for the advertised product.

Thus, the suggestive impact of advertising texts is based on the manipulation of the consciousness of the addressee of the advertising message. It is based on an uncritical perception of advertising texts. Strengthening the impact is facilitated by: its implicit nature, bypassing the threshold of consciousness and affecting the unconscious sphere of the information consumer; the correct choice of advertising text style, based on the basic idea of ​​the advertising message; combined with the style and main idea of ​​the argument, appealing to certain concepts that are significant to the addressee of the advertising message.

2.2. Communicative-pragmatic aspect of the text (using the example of car advertising)

So, as mentioned above, suggestion in advertising text can be achieved in different ways depending on the goal. The nature of the goal presupposes certain means of achieving it. Thus, there are three main styles of advertising text: verbal, nominative and adjective.

Verbal style is characterized by the predominance of verbal forms in the advertising text, giving it dynamism. For example:

Which way to the Autobahn? Slide into the driver's seat of the BMW M6, glance at the speedometer topping out at 200 mph, and you 'll be looking for some open road. Its design is perhaps the least daring of BMW’s recent models. The M6 ​​cuts as sensible a figure as a banker’s blue suit from Savile Row. Like the best of Bimmers, it’s more athletic than muscled.[ www.adme.ru] The predominance of nouns is typical for the nominative style: If money talks Volvo speaks perfect sense. A car for people with more sense than money. And of course it comes with all the classic standard safety features you’d expect of a Volvo(so your senses won’t be numbed either.)With the 1.6 liter model starting from only 14,925 on the road, it now makes perfect sense to choose a Volvo S 40. In the above example, the use of the nominative style helps to create a sense of security and reliability in the recipient, which is especially important for positioning the Volvo car as one of the safest cars in the world. When using the adjectival style, the emphasis is on qualitative adjectives and adverbs. Such texts explicate the positive qualities of the product. For example: When you travel at speeds of over 1,000 mph at 35,000 feet you find out exactly what happens when air hits metal. You acquire the ability to combine low drag coefficients with exceptional stability. You learn to balance opposing forces for maximum effect. Which is why the Saab 9-5 is one of the most aerodynamically sophisticated cars ever designed. With its straight external lines and distinctive rear wedge, it slices through the air with a speed, ease, silence and stability that must be experienced to be understood. It’s an impressive combination of physics and aesthetics, a satisfying demonstration of what we believe. There should be no forces outside your control.[ www.adme.ru] Since cars belong to the category of high-tech consumer goods, both types of argumentation are inherent in the analyzed advertising texts, often in the same text, for example:

Right from the very outset, our engineers were obsessed with producing the world’s most thermally efficient engine. Our Passat’s 110 bhp TDI unit is that engine. They were obsessed with developing a fully galvanized body. Today's Passat carries an 11-year anti-corrosion warranty. They were obsessed with refining the way an estate rides. Our four-link front suspension doesn't come any more advanced. They were obsessed with designing interior space to spare. Result: the widest load area in its class. They were obsessed with minutiae. Witness the rear’s luggage cover, lashing hooks, two 12-volt power points and protective rubber floor strips. Beware, though. Obsessional behavior can be catching. The new Passat Estate.[ www.coloribus.com]

In this text, the concept of “reliability” is verbalized using lexemes such as reliability, warranty, shell. There is also an appeal to the opinion of the authority of Marshall McLuhan, a Canadian thinker, one of the theorists of the manipulative influence of the media.

So, we can conclude that in car advertising, less often than in advertising of other consumer goods, they resort to the authority of famous personalities, which is a weak argument. Thus, in the text of an advertisement for a Citroën Saxon car, this type of argument is ridiculed:

“Two limited edition Saxons with 2 years free insurance. See! Proof of intelligent life!” Says vindicated Mars expert. “Now there’s something you don’t see every year.” Ha! Get a load of this NASA know it all…Nothing moves you like a Citroën.[ www.adme.ru]

At the same time, this text implements the concept of rarity, exclusivity of the advertised product (limited edition, there’s something you don’t see every year, nothing... like...). The idea of ​​exclusivity, difference, rarity finds its highest expression, however, not when it is used to describe a serial product, which is almost any car, but when these qualities are endowed with the potential owner of the advertised car, as in the text of the Lexus GS 300 advertisement: When the MINDS were handed out, did you get one of YOUR OWN? The new Lexus GS 300 should be an easy choice to make. There’s no compromise on performance, luxury or safety. However, nothing we say will convince some people. They'll be able to make up their own minds. Lexus. The new GS 300. For drivers with a mind of their own.[ www.coloribus.com]

In this text, the suggestive effect is so implicit that at first glance, it seems that the text does not impose anything at all. On the contrary, it invites the addressee to make his own choice, based on his own opinion as a person different from the “mass”, who has the rare ability to think independently. However, in the slogan: Lexus. The new GS 300. For drivers with a mind of their own, the direction of “independent choice” of the recipient is laid down. High-quality advertising text is distinguished by the fact that when reading it, the addressee does not have a clear feeling that this or that product is being imposed on him. Freedom of choice is another value concept that shapes the consciousness of modern man. Means that increase the suggestive impact of an advertising text also include presuppositions, which include the national culture and mentality of the people, stereotypes of society, as well as background knowledge and units representing them [Rodina 2004:114]. Appealing to these units of language and thinking makes it possible to most effectively influence the consciousness of the consumer, instilling in him the need for the advertised product. The study of this problem showed that one of the most frequent presuppositional concepts verbalized in car advertising texts is the concept of safety, for example: Only the most superior of the species will endure. Natural selection, full-time all-wheel drive and ABS. All round control and safety. Legendary build strength. Twin airbags. Reinforced safety cage. All round impact protection-front rear and sides.The AWD Legacy. The Estate with stronger instincts for survival. SUBARU Proven the world over.

This text contains expressors of security based on all three of the above-described factors of suggestive influence: 1) the text is written in a nominative style; 2) it uses strong arguments that appeal to facts (full-time all-wheel drive and ABS, twin airbags, safety cage); 3) it uses lexemes that express the concept of safety, such as safety, safety cage, protection. Another cultural “presupposition” in this text is an artifact such as Charles Darwin’s work “The Origin of Species”, around the allusion on which the entire text, inscribed in the frame structure, is built: Only the most superior of the species will endure – Natural selection – The Estate with stronger instincts for survival. The concept of “safety” is closely related to the concept of “reliability”, which is appealed to in the text of an advertisement for the Mitsubishi Galant car: We’re also putting all our cars’ reliability on the line, by offering you an exceptional three year unlimited mileage warranty. Marshall McLuhan, the eminent philosopher and social observer, called the motor car: ‘the protective and aggressive shell of urban and suburban man. We think today’s car should favor the ‘protective’ over the ‘aggressive’

So, all the texts of car advertisements analyzed above were structured taking into account the intensification of the suggestive impact on potential buyers.

CONCLUSIONS ON CHAPTER II

CONCLUSION

This course work identifies means that enhance the impact of advertising texts on the target audience. Within the framework of this work, the text is presented as a meaningful sequence of any signs that has a communicative and pragmatic orientation. The work reflects the main characteristics of the text, which are integrity and coherence. Of great interest for this course work is the advertising text. Since it is precisely for advertising texts that the communicative-pragmatic orientation is most characteristic. From a communicative point of view, an advertising text is a communicative model where the participants are a representative of the advertising company or the company itself (addressee) and the buyer or the target audience(addressee), and from a pragmatic point of view, advertising is an impact-oriented message that appeals to communication strategies in order to enhance the impact on the target audience. To enhance the impact of advertising on potential buyers, advertisers resort to suggestive influence, which may include a system of arguments in favor of the product, presuppositions, or in other words indirect suggestion, regardless of its intention. Appealing to these units of language and thinking makes it possible to most effectively influence the consciousness of the consumer, instilling in him the need for the advertised product.

LIST OF REFERENCES USED

Arutyunova, N. D. The concept of presupposition in linguistics. [Text]/ N. D. Arutyunova - M.: Publishing House of the USSR Academy of Sciences, 1973. - P. 84-92.

Arutyunova, N.D. Discourse // Linguistic encyclopedic dictionary [Text] / N.D. Arutyunova - M.: Sov. encyclopedia, 1990. P.378-392.

Benveniste, E. Problems of general linguistics. [Text] / E. Benveniste. – M.: Nauka, 1966. – P.206-224.

Bulygina, E.Yu. Manifestation of linguistic aggression in the media [Electronic resource]. / - http://www.dere.ru/library/buligina/yazik_agres.html.

Bure N.A. Fundamentals of scientific speech. [Text] / N.A. Bure – S.-P.: Academy, 2003-S. 36-45.

Valgina, N. S. Theory of text. [Electronic resource] / N. S. Valgina - http://evartist.narod.ru/text14/01.htm

[Van Dyck T.A. Towards a definition of discourse. [Electronic resource] / T.A. Van Dyck – http://psyberlink.flogiston.ru/internet/bits/vandijk2.htm.

Galperin, I. R. Text as an object of linguistic research. [Text] / I. R. Galperin - M.: Nauka, 1981 - P.138

Gorodetsky B.Yu. Computational linguistics: modeling language communication. // New in foreign linguistics: Vol. 24. [Text] / B.Yu. Gorodetsky - M., 1989 – P.79-82

Zolotova G.A., Communicative grammar of the Russian language [Text] / G.A. Zolotova, - .M.: Moscow State University, 1998 – P.81-87.

Karasik, V. I. Language circle: personality, concepts, discourse. [Text] / V.I. Karasik - Volgograd: Change, 2002 - P.477

Kibrik A.A. “The language of the media as an object of interdisciplinary research [Text] / A.A. Kibrik-M., 2008 - P.117-132.

Kolshansky G.V. Communicative function and structure of language. [Text]/ G.V.Kolshansky - M.: “Science”, 1984 -

Konetskaya V.P. Sociology of communication. [Text] / V.P. Konetskaya - M.: MUBIU, 1997 – P.304.

Ksenzenko O. A. Pragmatic features of advertising texts // Media language as an object of interdisciplinary research: Textbook. allowance. M., [ Electronic resource] / - http://evartist.narod.ru/text12/01.htm

Matveeva T.V. Functional styles in terms of text categories. [Text] / T.V. Matveeva – Sverdlovsk: Ural, 1990. – P.46-59.

Austin J. L. Word as action. [Text] / J.L. Austin - M.: Progress, 1986 - P. 22-53.

Pocheptsov G.G. Theory and practice of communication. [Text] / G.G. Pocheptsov - M.: Refl-book Vakler, 1998 – P.63.

Rosenthal, D. E. Dictionary of linguistic terms [Electronic resource] / D. E. Rosenthal - http://www.gumer.info.php.

Rodina O.V. Pragmatic presuppositions as a factor in the effectiveness of the impact of advertising text [Text] / O.V.Rodina - M.: P.114–115.

Turaeva, Z. Ya. Linguistics of the text. [Text]/ Z. Ya. Turaeva - M.: Education, 1986 - P.84-90.

Yartseva, V. N. Linguistic encyclopedic dictionary [Electronic resource] / V. N. Yartseva - http://tapemark.narod.ru /les/136g.html.

LIST OF SOURCES ANALYZED

AdMirror [Electronic resource] / http:// www. adme. ru/ paedia/ admirror/

Global advertising archive “Coloribus” [Electronic resource]/ http://www.coloribus.com/adsarchive/