Linguistic creativity of the avant-garde: language functions in literary and advertising discourses
The article departs from two non-referential functions of language — the poetic (expressive) and conative (appellative) functions — described by many linguists starting from Roman Jakobson and Karl Bühler. Their combined effect is shown using examples of linguistic techniques from the two types of...
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Immanuel Kant Baltic Federal University
2021
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oai:doaj.org-article:f19148d3936a4297982af9ae6bb0cbcc2021-11-24T12:14:32ZLinguistic creativity of the avant-garde: language functions in literary and advertising discourses10.5922/2225-5346-2021-4-12225-53462686-8989https://doaj.org/article/f19148d3936a4297982af9ae6bb0cbcc2021-11-01T00:00:00Zhttps://journals.kantiana.ru/slovo/4956/31219/https://doaj.org/toc/2225-5346https://doaj.org/toc/2686-8989The article departs from two non-referential functions of language — the poetic (expressive) and conative (appellative) functions — described by many linguists starting from Roman Jakobson and Karl Bühler. Their combined effect is shown using examples of linguistic techniques from the two types of discourse — the Russian literary avant-garde and the avant-garde advertising-propagandа — outreach. A discursive analysis of Russian literary (experimental) and advertising (avant-garde) texts is carried out from the standpoint of the theory of linguistic creativity. For each of the working subcorpora (artistic and advertising discourses of the 1910—1930s), the authors distinguish macro-discursive, micro-discursive and inter-discursive parameters that affect linguistic innovations at different levels — from phonological to pragmatic. It is concluded that the strategy of delayed, de-automated perception is implemented in the experimental literary discourse. It is achieved by focusing the message on its own form (the implementation of the poetic function). In the avant-garde advertising, the message should be as clear as possible in its form and should be easily perceived by an addressee (the implementation of the conative function) not to focus attention on the text but rather on the action that the reader is expected to perform on the object of reference. Olga V. SokolovaVladimir V. FeshchenkoImmanuel Kant Baltic Federal Universityarticlepoetic functionconative functionartistic discourseadvertising discourseparameters of linguistic creativityPhilology. LinguisticsP1-1091ENRUСлово.ру: балтийский акцент , Vol 12, Iss 4, Pp 7-36 (2021) |
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DOAJ |
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EN RU |
| topic |
poetic function conative function artistic discourse advertising discourse parameters of linguistic creativity Philology. Linguistics P1-1091 |
| spellingShingle |
poetic function conative function artistic discourse advertising discourse parameters of linguistic creativity Philology. Linguistics P1-1091 Olga V. Sokolova Vladimir V. Feshchenko Linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| description |
The article departs from two non-referential functions of language — the poetic (expressive) and conative (appellative) functions — described by many linguists starting from Roman Jakobson and Karl Bühler. Their combined effect is shown using examples of linguistic techniques from the two types of discourse — the Russian literary avant-garde and the avant-garde advertising-propagandа — outreach. A discursive analysis of Russian literary (experimental) and advertising (avant-garde) texts is carried out from the standpoint of the theory of linguistic creativity. For each of the working subcorpora (artistic and advertising discourses of the 1910—1930s), the authors distinguish macro-discursive, micro-discursive and inter-discursive parameters that affect linguistic innovations at different levels — from phonological to pragmatic. It is concluded that the strategy of delayed, de-automated perception is implemented in the experimental literary discourse. It is achieved by focusing the message on its own form (the implementation of the poetic function). In the avant-garde advertising, the message should be as clear as possible in its form and should be easily perceived by an addressee (the implementation of the conative function) not to focus attention on the text but rather on the action that the reader is expected to perform on the object of reference.
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| format |
article |
| author |
Olga V. Sokolova Vladimir V. Feshchenko |
| author_facet |
Olga V. Sokolova Vladimir V. Feshchenko |
| author_sort |
Olga V. Sokolova |
| title |
Linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| title_short |
Linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| title_full |
Linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| title_fullStr |
Linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| title_full_unstemmed |
Linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| title_sort |
linguistic creativity of the avant-garde: language functions in literary and advertising discourses |
| publisher |
Immanuel Kant Baltic Federal University |
| publishDate |
2021 |
| url |
https://doaj.org/article/f19148d3936a4297982af9ae6bb0cbcc |
| work_keys_str_mv |
AT olgavsokolova linguisticcreativityoftheavantgardelanguagefunctionsinliteraryandadvertisingdiscourses AT vladimirvfeshchenko linguisticcreativityoftheavantgardelanguagefunctionsinliteraryandadvertisingdiscourses |
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