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Bulatova
M.B.
Kostanay
State University named after A. Baitursynov, Kazakhstan
Methods of influence of the advertising text in print media
Advertising messages in newspapers and magazines daily
are read by many people that allows with bigger probability to find
"their” customers. Besides, the press gives unlimited opportunities for
the embedded advertising presented as by interview, research or "personal
opinion" of the journalist. Not less successfully works the advertising
that is placed in catalogs, reference books and covers of books. Poor palette
of means of expression is a feature of the advertising text in newspapers and
magazines, in addition to words. Advertising has the greatest efficiency,
intended for a specific-purpose audience.
Location of an advertising can have a strong impact on
its efficiency. The ideal place for the advertising is in the right top corner
of the right line though materials which are located in the neighborhood with
the advertising, design of the advertising, degree of its contrast have impact
on attention of the reader in relation to other materials of a line. In fight
for the attention of the reader the only allies are a font and color. Only they
can make your eyes stay on the module, the text works further.
We will consider linguo-stylistic methods of the
organization of texts of newspaper advertising. The analysis showed that the
most effective among them are the following.
Allusion is one of the most effective methods of
advertising, which consists in the use of fragments of culture that are known
for the audience with a certain connotation associated with a particular
emotion. As a rule, it names of movies, works of art, lines from popular songs,
verses or geographical names. For example: "I trust, you will meet me with
love! "; "Have you seen a person with the surname Mendelson in your
dreams? It is to the credit for a wedding" – the advertising of the credits
of Sberbank of Russia.
Anaphora is a stylistic device of repetition of
letters, parts of words, whole words or phrases at the beginning of sentences.
We can find this stylistic device in the VOLVO company's advertising: «VOLVO is
a companion of your imagination. VOLVO is for those who love life".
Epiphora is a stylistic device of repetition of
letters, parts of words, whole words or phrases at the end of sentences. The
advertising of tinned vegetables Bonduele is unique because in any language it
contains epiphora. Here is an example of Russian-language advertising, released
by the company ahead of the Olympics in 2010. "To become a hero is
Bonduele! And where are forces taken from? Bonduele! Be light on the feet is
Bonduele. Healthy day after day is Bonduele – on all one answer! It is not a
secret! Vigor, health, strength, day after day, in Bonduele vegetables, that's
where we take!"
Gradation is a stylistic device with the using of
which accumulate homogeneous signs arrayed then on ascending or descending
degree. "Quality, reliability. And a little dream" is a
«ASKOExellence» stove advertising.
Metaphor - a stylistic device with the help of which
the characteristics of one subject or the phenomenon are transferred to another
on the basis of their similarity. There is a model grouping of metaphors on the
principle of what characteristics are attributed to: of animate objects to
other animate objects, of animate objects to inanimate objects, of inanimate
objects to other inanimate objects; of objects to activities; of activities to
objects; of activities to other activities, etc.
So, in the advertising of the multipurpose Panasonic
KX-MB263RU device we face the metaphorical name of the technical device where
the qualities of an animate object are transferred to the inanimate: «Your
reliable assistant in the office and at home with a good resume. Take care of
all the paperwork and finish the begun business. And you will not notice when
for the first time you tell it "thank you"! And it will help, help
and help."
Antithesis is a binding or comparison of opposing
ideas in order to achieve greater clarity of images, or the expression of
feelings and ideas with greater force. In this stylistic device the effect is
achieved due to the contrast, the sound then becomes more original and meaning
is clearer as the explained object is imposed on its contrast. So, in
advertising of alcoholic product the contrast is based on the correlation of
concept of softness with strong alcoholic drink: «Íîâàÿ ôîðìà ìÿãêîñòè.
Ìÿãêîâ.»
Ellipsis is a mean of compression that reflects a
desire to influence the addressee using the minimum quantity of information
along with the default nominative sentences, the application. The compression
also is shown in omission of the service, semantically "incomplete"
words. For example, the advertising of services of VTB 24 bank: "From the
fabulous conditions to the real possibilities".
Inversion is an expressive accentuation by
permutations of words in a sentence. For example, the advertising of tea product
“Conversation”: "In each cup is the warmth and comfort of home";
«Dependcosmetics-nails are always beautiful."
Thus, we come to a conclusion that if the illustration
expresses the key moments of advertizing, intensifying emotional reactions of
the consumer, the verbal part of the advertizing message allows to make active
its intellectual activity and direct an associative stream of strictly certain
intensions of the advertiser.
The main task is to contain maximum information in the
shortest text. The text in advertising is the main and often only carrier of
the meaning. It reveals the main content of the advertising message.
List of references
1. Kostomarov,
VG: Russian language in the newspaper line. Moscow, 1971.
2. Feshchenko
Larisa Georgiyevna. The structure of the advertising text: Dis.c.ph.s: 10.01.10
St. Petersburg. 2002 224. RSL OD, 61:03-10 / 276-0
3. R.Reeves
«Reality in advertising» Oxford University Press, 1961 / / www.advertiser-school.ru
4. Kotler.
Principles of Marketing. Short course. M.: Publishing house Williams, 2007. -
656 pages.