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Вестник Волгоградского государственного университета. Серия 2: Языкознание
Article . 2009
Data sources: CyberLeninka - Russian open access scientific library
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Особенности функционирования конструкций с побудительной модальностью в рекламных текстах (на материале телерекламы)

descriptionPublicationkeyboard_double_arrow_right Article 01 Jan 2009 Russian Publisher:Федеральное государственное бюджетное образовательное учреждение высшего профессионального образования «Волгоградский государственный университет»Journal:Вестник Волгоградского государственного университета. Серия 2: Языкознание (issn: 1998-9911, Copyright policy )

Особенности функционирования конструкций с побудительной модальностью в рекламных текстах (на материале телерекламы)

Abstract

В статье на материале текстов телевизионной рекламы рассматриваются особенности функционирования конструкций с побудительной модальностью как эффективного способа речевого воздействия; выявляются наиболее частотные разновидности соответствующих конструкций; устанавливается их прагматическая специфика.

Functioning of the constructions with directive modality as an effective means of speech impact is being analyzed in the article on the examples of the television advertising text; the most frequent varieties of corresponding constructions and their pragmatic specifics are determined.

Keywords

ПОВЕЛИТЕЛЬНОЕ НАКЛОНЕНИЕ, ПОБУДИТЕЛЬНАЯ МОДАЛЬНОСТЬ, ПРАГМАТИКА, РЕКЛАМНЫЙ ТЕКСТ, РЕЧЕВОЕ ВОЗДЕЙСТВИЕ, АДРЕСАТ, АДРЕСАНТ, ОБРАЩЕНИЕ

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    popularity
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    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
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    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
gold