COMPLEX OF STRATEGIES IN ADVERTISING DISCOURSE: FROM DIFFERENTIATION TO DISCREDITATION

  • Olena Popova
  • Valeriia Aksiutina
  • Iryna Karpenko
Keywords: advertising discourse, communication, differentiation, discreditation, strategy, tactic, verbal component

Abstract

The article is devoted to a verbal component while study of a communicative strategy complex in the advertising discourse as advertisement has always been an inherent part of human life. But under the modern conditions an advertisement is not only a source of information, but is also actively used by the market participants as one of well-spread and most effective methods of competitive activity. Plethora of different within its sense and context information in the modern information space makes the competitors use the most creative and sometimes even aggressive ways of advertising.

In the article there are basic characteristics of the advertising discourse and its verbal component that is directed to realise the strategies of differentiation and discreditation of a competitor in the commercial sphere of trade and service. Special attention is given to the lexical and grammatical charge of the advertising texts. All together it forms the intention of the advertiser, producing meanwhile quite clear perlocutive effect – purchase of goods or services. There is one ever staying truth – the text of an advertisement does not accept any verbiage and complex syntax,

as due to its nature the advertising discourse should be vivid, brief, accurate and up to date. Because of this the article deals with the strategy of differentiation (that is to give the priorities and profits of the advertised goods or services maximally laconically) and the strategy of discreditation (that is to destroy the competitors at the market of goods and services due to the same economy of words) – all that goes together with the correctly chosen lexis-grammar material.

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Published
2018-04-04
Pages
166-171
Section
CHAPTER IV. THE PROBLEMS OF THE TEXT AND THE DISCOURSE