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Bulletin of the MRSU / Section "Philological sciences" / 2018 № 4.


E.N. Malyuga, K.V. Popova

LINGUO-PRAGMATICS OF SPEECH STRATEGIES AND TACTICS IN SOCIAL ADVERTISING. In: Bulletin of the Moscow Region State University (electronic journal), 2018, no. 4, pp. 231-241.


UDC Index: 81’373

Date of publication: 25.12.2018 Page: 231 - 241

The full text of the article

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The present article examines speech strategies and tactics of their implementation within the framework of linguo-pragmatics in advertising discourse as exemplified in English and Russian social advertisements. Besides, linguistic and extra linguistic means used in them are found out. As a result of the comparative analysis, speech strategies of argumentation, persuasion and warning are singled out as the most relevant. In this work, the method of linguistic pragmatic analysis, the method of component analysis, and the statistical processing of data from a linguistic experiment were used. Theoretical value is in the development of speech manipulation theory, specification of methods of speech strategies functioning (strategies of persuasion, warning and argumentation) in social advertising and clarification of linguo-pragmatic potential aiming at harmonization and influence of business communication on the global intercultural speaking world. Practical value of the article is in the ability to use its results while developing methods of improving business communication in the sphere of social advertising.

Key words

speech strategy, speech tactics, advertising discourse, social advertising, linguistic manipulation

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