Author:
O. A. Selemeneva,
Doctor of Philology, Associate Professor
Professor at the Department of the Russian language,
Russian Teaching Methodology and Document Science
Bunin Yelets State University,
28.1 Kommunarov st., Lipetsk region, Yelets, 399 770, Russian Federation ORCID ID: https://orcid.org/0000-0002-0488-8428 Scopus AuthorID: 57204429956
РИНЦ Author ID: 513229
ResearcherID: B-6408-2018
SPIN-код: 4731-7091
e-mail: ol.selemeneva2011@yandex.ru
Abstract:
Introduction. The research actualizes the problem of speech suggestion in advertising. Its purpose is to identify and describe the main functions of the exclamative sentences in the advertising texts and to de-termine their suggestive potential.
Materials and Methods. The work is based on the semiotic approach to a creolized advertising text. Interpreting the material, we used the communicative-pragmatic and analytical-synthetic methods, the meth-od of contextual analysis.
Results. As a constitutive element of the verbal part of an advertisement, the exclamative sentences perform three specific functions: attractive, accentuating and influencing. The third function allows us to consider the exclamative sentences as means of providing the “suggestive power” of verbal suggestion through the implementation of a number of psychological techniques and strategies.
Conclusions. The exclamative sentences in advertising should be considered not only as units having emotional intention and creating expressiveness of the syntax of the advertising text, but also as means influ-encing the increase of the unreasoned influencing potential of advertising on the addressee.
Keywords:
Advertising text, syntax, exclamative sentence, emotional intention, multifunctionality, speech suggestion, advertising effects.
