Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”

The results are presented of the study of the mechanisms of realizing the communicative strategies and tactics in Russian advertising discourse, the language representative of which is auto-ethnonym Russian and corresponding derivatives. The interest to the phenomenon of discourse is linked both wit...

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Autor principal:	K. A. Sukhareva
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2017
Materias:	advertising discourse advertising communication communication strategy communication tactics auto-ethnonym Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/bd38e865e150446d9ac6b151c10a6fb5
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id	oai:doaj.org-article:bd38e865e150446d9ac6b151c10a6fb5
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spelling	oai:doaj.org-article:bd38e865e150446d9ac6b151c10a6fb52021-12-02T07:58:02ZRealization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”2225-756X2227-129510.24224/2227-1295-2017-12-200-211https://doaj.org/article/bd38e865e150446d9ac6b151c10a6fb52017-12-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/638https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The results are presented of the study of the mechanisms of realizing the communicative strategies and tactics in Russian advertising discourse, the language representative of which is auto-ethnonym Russian and corresponding derivatives. The interest to the phenomenon of discourse is linked both with the need to study linguistic phenomena in close connection with communicative, cognitive and sociocultural factors, and with the need to bring linguistic research beyond the study of traditional units of sentence and text. The need for a theoretical understanding of the specificity of advertising discourse is linked to the active development of this type of discourse and its increasingly prominent place in the modern communicative space. The novelty of the research is to analyze the functioning of auto-ethnonymic lexis in advertising discourse, which until this time was not the object of researchers in this aspect. The material were taken from advertising slogans and texts of Russian advertising discourse. Peculiarities of advertising communication is described, main positioning of communicative strategy: auto-presenting, evaluative, targetising, mitigative, value-oriented - are analyzed. Some optimizing communication strategies are discussed: the strategy of recognition and the strategy of increasing attractive strength of the advertising message. The practical significance of the research is connected with the possibility to apply its results in practice of creating advertising messages and in judicial and non-judicial linguistic expert investigations in cases of improper advertising and extremism.K. A. SukharevaTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising discourseadvertising communicationcommunication strategycommunication tacticsauto-ethnonymSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 12, Pp 200-211 (2017)
institution	DOAJ
collection	DOAJ
language	RU
topic	advertising discourse advertising communication communication strategy communication tactics auto-ethnonym Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	advertising discourse advertising communication communication strategy communication tactics auto-ethnonym Slavic languages. Baltic languages. Albanian languages PG1-9665 K. A. Sukhareva Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”
description	The results are presented of the study of the mechanisms of realizing the communicative strategies and tactics in Russian advertising discourse, the language representative of which is auto-ethnonym Russian and corresponding derivatives. The interest to the phenomenon of discourse is linked both with the need to study linguistic phenomena in close connection with communicative, cognitive and sociocultural factors, and with the need to bring linguistic research beyond the study of traditional units of sentence and text. The need for a theoretical understanding of the specificity of advertising discourse is linked to the active development of this type of discourse and its increasingly prominent place in the modern communicative space. The novelty of the research is to analyze the functioning of auto-ethnonymic lexis in advertising discourse, which until this time was not the object of researchers in this aspect. The material were taken from advertising slogans and texts of Russian advertising discourse. Peculiarities of advertising communication is described, main positioning of communicative strategy: auto-presenting, evaluative, targetising, mitigative, value-oriented - are analyzed. Some optimizing communication strategies are discussed: the strategy of recognition and the strategy of increasing attractive strength of the advertising message. The practical significance of the research is connected with the possibility to apply its results in practice of creating advertising messages and in judicial and non-judicial linguistic expert investigations in cases of improper advertising and extremism.
format	article
author	K. A. Sukhareva
author_facet	K. A. Sukhareva
author_sort	K. A. Sukhareva
title	Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”
title_short	Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”
title_full	Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”
title_fullStr	Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”
title_full_unstemmed	Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”
title_sort	realization of communicative strategies and tactics through using the auto-ethnonym “<i>russian</i>”
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2017
url	https://doaj.org/article/bd38e865e150446d9ac6b151c10a6fb5
work_keys_str_mv	AT kasukhareva realizationofcommunicativestrategiesandtacticsthroughusingtheautoethnonymirussiani
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Realization of Communicative Strategies and Tactics through Using the Auto-Ethnonym “<i>Russian</i>”

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