Syntax of Native Advertising Publications in Glossy Periodicals

The question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion...

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Autor principal:	O. A. Selemeneva
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2020
Materias:	direct advertising native advertising glossy magazine syntactic units personification actualization expressiveness Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/a0599e7c90aa48eab11f4f495551d256
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id	oai:doaj.org-article:a0599e7c90aa48eab11f4f495551d256
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spelling	oai:doaj.org-article:a0599e7c90aa48eab11f4f495551d2562021-12-02T07:58:12ZSyntax of Native Advertising Publications in Glossy Periodicals2225-756X2227-129510.24224/2227-1295-2020-10-159-171https://doaj.org/article/a0599e7c90aa48eab11f4f495551d2562020-10-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/2044https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion on the market — natural advertising that organically fits into the content of the site, print or online edition and helps to promote the brand’s products to the market. The novelty of the study is associated with the allocation, systematization and description of the main features of native publications: the functioning of bisubstantive sentences, question-answer complexes, connecting structures, definite personal one-part sentences with predicate verbs of the 1st and 2nd person singular; the use of bifunctional exclamation sentences, simple sentences, complicated by inserted constructions and introductory-modal words; the use of non-union complex sentences with explanatory semantic relations, complex sentences with explanatory-object and intrinsic-attributive clauses; introduction of various explicit intertextual units, etc. The author comes to the conclusion that the syntax of texts in the native advertising format as a whole is a hybrid formation, similar to the syntax, on the one hand, of direct advertising texts, and journalistic and PR-texts on the other.O. A. SelemenevaTsentr nauchnykh i obrazovatelnykh proektovarticledirect advertisingnative advertisingglossy magazinesyntactic unitspersonificationactualizationexpressivenessSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 1, Iss 10, Pp 159-171 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	direct advertising native advertising glossy magazine syntactic units personification actualization expressiveness Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	direct advertising native advertising glossy magazine syntactic units personification actualization expressiveness Slavic languages. Baltic languages. Albanian languages PG1-9665 O. A. Selemeneva Syntax of Native Advertising Publications in Glossy Periodicals
description	The question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion on the market — natural advertising that organically fits into the content of the site, print or online edition and helps to promote the brand’s products to the market. The novelty of the study is associated with the allocation, systematization and description of the main features of native publications: the functioning of bisubstantive sentences, question-answer complexes, connecting structures, definite personal one-part sentences with predicate verbs of the 1st and 2nd person singular; the use of bifunctional exclamation sentences, simple sentences, complicated by inserted constructions and introductory-modal words; the use of non-union complex sentences with explanatory semantic relations, complex sentences with explanatory-object and intrinsic-attributive clauses; introduction of various explicit intertextual units, etc. The author comes to the conclusion that the syntax of texts in the native advertising format as a whole is a hybrid formation, similar to the syntax, on the one hand, of direct advertising texts, and journalistic and PR-texts on the other.
format	article
author	O. A. Selemeneva
author_facet	O. A. Selemeneva
author_sort	O. A. Selemeneva
title	Syntax of Native Advertising Publications in Glossy Periodicals
title_short	Syntax of Native Advertising Publications in Glossy Periodicals
title_full	Syntax of Native Advertising Publications in Glossy Periodicals
title_fullStr	Syntax of Native Advertising Publications in Glossy Periodicals
title_full_unstemmed	Syntax of Native Advertising Publications in Glossy Periodicals
title_sort	syntax of native advertising publications in glossy periodicals
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2020
url	https://doaj.org/article/a0599e7c90aa48eab11f4f495551d256
work_keys_str_mv	AT oaselemeneva syntaxofnativeadvertisingpublicationsinglossyperiodicals
_version_	1718398805092597760

Syntax of Native Advertising Publications in Glossy Periodicals

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