| Title of the article: |
The combination of different types of language play as a peculiarityof the communicative space in advertising |
| Author(s): |
AMIRI L. P. |
| Section: |
Literary Criticism and Philology |
| Year: |
2014 |
| Issue: |
№1 (31) |
| Pages: |
108-117 |
| Index UDK: |
81’42:659.1 |
| Index BBK: |
81 |
| Abstract: |
The guiding principle adopted by advertisers in creating any advertisement is always to expand the internal content of the text by conveying maximum mean- ing through a minimal quantity of text. Incorporating the techniques of language play enables them to achieve this goal through the exploitation of the linguistic potential of the language system. The aim of the article is to demonstrate the combinatorial nature of language play as a unique linguistic device within the framework of an advertising text. The article focuses on the multiple layers of language play through the analysis of a particular advertising text as a play phenomenon. Multiple layers come into effect when the creators of a text combine various aspects of language play from the following areas: phonetics, morphology, orthography, word formation, lexicon, play on intertex- tuality. Eleven different combinations of language play are illustrated. It is precisely because of the ability to combine language play on these different levels that the adver- tising text can communicate its message simultaneously on several levels. |
| Keywords: |
LANGUAGE PLAY, PLAY DEVICES, ADVERTISING TEXT, LINGUO-СREATIVE ACTIVITY |
| Bibliography: |
1 Amiri L. P. Graficheskaia okkazional’nost’ kak stileobrazuiushchee sredstvo v tekstakh reklamnogo diskursa (na materiale XX–XXI vv.) [Occasional graphics as style formation tool in advertising discourse texts (based on XX–XXI centuries)]. Izvestiia Penzenskogo gos. ped. un-ta imeni V. G. Belinskogo (gumanitarnye nauki) [The News of Penza State Pedagogical University named after V. G. Belinsky (humanities)], 2012, no. 27, pp. 176–182. 2 Amiri L. P. Slovoobrazovatel’naia igra: k voprosu o kolichestvennom sootnoshenii okkazional’nykh sushchestvitel’nykh, prilagatel’nykh i glagolov v tekstakh reklamnogo diskursa [Word-formation game: on the quantitative ratio of occasional nouns, verbs and adjectives in advertising discourse]. Vestnik Moskovskogo gos. gumanit. un-ta im. M. A. Sholokhova. Filologicheskie nauki [Bulletin of Moscow State humanity University named after Sholokhov. Philology], 2011, no. 3, pp. 44–54. 3 Amiri L. P. Tekstovye delikty, ili «shokovye» sposoby vozdeistviia na potrebitelia v kreolizovannykh reklamnykh tekstakh [Textual delicts, or « shock» means of impact on the consumer in creolized advertising texts]. Mediaskop [Mediaskop], 2013, no. 2. Available at: http://www.mediascope.ru/node/1304 (Accessed 12 September 2013). 4 Amiri L. P. Iazykovaia igra v rossiiskoi i amerikanskoi reklame: avtoref. dis. … kand. filol. nauk [Language Play in Russian and American advertising: Dr . philol. sci. Diss. synopsis]. Rostov-on-Don, Iuzhnyi federal’nyi un-t Publ., 2007. 26 p. 5 Vygotskii L. S. Myshlenie i rech’ [Thought and Speech]. Izd. 5, ispr. Moscow, Labirint Publ., 1999. 352 p. Gl. 7. 6 Galichkina E. N. Liudicheskii potentsial komp’iuternogo slenga kak lingvokul’turnogo fenomena [Ludic potential of computer slang as lingocultural phenomenon]. Vestnik MGOU. Seriia «Lingvistika» [MGOU Herald. «Linguistics» series]. Moscow, Izd-vo MGOU Publ., 2007, no. 2, pp. 108–114. 7 Gridina T. A. Iazykovaia igra v khudozhestvennom tekste [Language play in fiction]. 2-e izd., ispr. i dop. Ekaterinburg, FGBOU VPO «Ural. gos. ped. un-t» Publ., 2012. 214 p. 8 Il’iasova S. V., Amiri L. P. Iazykovaia igra v kommunikativnom prostranstve SMI i reklamy [Language play in the communicative space of media and advertising]. Moscow, Flinta Publ., 2009. 296 p. 9 Kolosova T. Iu. Lingvisticheskii status shutlivoi leksiki angliiskogo iazyka: avtoref. dis. … kand. filol. nauk [Linguistic status of humorous lexics in English language]. Nizhnii Novgorod, Nizhegorodskii gos. lingvist. un-t im. N. A. Dobroliubova Publ., 2007. 20 p. 10 Sopova T. G. Iazykovaia igra v kontekste demokratizatsii khudozhestvennoi rechi v poslednie desiatiletiia XX veka: avtoref. dis. … kand. filol. nauk [Language play in the context of belles-lettres style democratisation in the XX century latest decades]. St. Petersburg, In-t lingvist. issledovanii RAN Publ., 2007. 22 p. 11 Sorokin Iu. A., Tarasov E. F. Kreolizovannye teksty i ikh kommunikativnaia funktsiia [Creolized texts and their communicative function]. Optimizatsiia rechevogo vozdeistviia [Optimizing speech effect]. Moscow, Nauka Publ., 1990, pp. 180–186. |
| PDF file: |
 Download |
