Structural and content features of English television commercials
DOI:
https://doi.org/10.31548/philolog0(281).2018.078%20-%2085Abstract
The article deals with the classification of structural components of English television commercials stipulated by the necessity of providing the experimental phonetic analysis of their prosodic organization.
One of the most important methodological requirements to the experimental and phonetic study of the prosodic organization of the text is the necessity to analyze the correlation of the peculiarities of prosodic means interaction with the specifics of structure of the text under study. To fulfill this requirement in the linguistic study of different text types, there arises a need to deepen and systematize knowledge about their structure. As a result, in many scientific papers on experimental phonetics the question of the classification of structurally meaningful features of the analyzed texts becomes of particular relevance. For this reason, the experimental study of sociolinguistic peculiarities of the prosodic organization of English television commercials is not an exception.
Analysis of scientific works devoted to the study of various types of advertising proved there is a variety of views on the nomenclature of structural features of advertising. So, in the most general sense, both verbal and non-verbal components can be attributed to the compositional structure of television commercials.
Comparison of different points of view suggests that all features attributed to advertisements can be structured at least on two hierarchical levels, since the notion of "introduction", "main body", "information block", etc., characterize actually structural features of the text, while the concepts of "coda", "slogan", "echo-phrase", "reference information / contact information" should rather be referred to linguistic means of transmission of the content.
Particular attention is paid to the fact that an adequate description of sociolinguistic features of the prosodic organization of English television commercials of various pragmatic directions should be based on the following hierarchically subordinate constituents: specific pragmatic function of advertising, social status of its addressee, length of the text, pragmatic direction of its structural elements and emotionally pragmatic potential of the text.
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