Metadata (abstracts and keywords) for the articles in the journal
E. K. Matveeva PRAGMATIC ASPECTS OF ADVERTISING DISCOURSE IN FASHION JOURNALS // I. YAKOVLEV CHUVASH STATE PEDAGOGICAL UNIVERSITY BULLETIN. 2016. № 1(89). p. 36-46
Author(s):
E. K. Matveeva
Index of UDK:
81'42:316.77
Index of DOI:
Name of article:
PRAGMATIC ASPECTS OF ADVERTISING DISCOURSE IN FASHION JOURNALS
Keywords:
advertising discourse, readability, pragmatics, language manipulation, addressee factor.
Abstracts:
This article reveals the purpose of writing the advertising text and the diversity of language means; proves that the most important condition for the advertisement is the reader-consumer and his characteristics; defines the concepts of readability and pragmatics of the advertisement. The author determines the achievement of the purpose of the advertising text as language manipulation which is considered from linguistic and psychological points of view; when proving the significance of the addressee of the advertising text, identifies and analyzes eleven strategic ways of manipulating fashion journal readers; describes a potential consumer in the context of each strategy. The strategies fall into two categories: «focus on the available data of the reader» and «reliance on desires, goals and aspirations of the reader». The author concludes that copywriters carefully select the linguistic means depending on the type of the addressee.
