Functions of quotations in English advertising texts
https://doi.org/10.51955/2312-1327_2022_3_98
Abstract
The article considers the functions of quotations in English printed advertising texts. It provides a summary of Russian and foreign scientists’ works on intertextuality, precedence and precedent phenomena, quotation and its functions, and the features of advertising texts. Advertisement is characterized by brevity, and advertisers resort to various linguistic means, in particular, to quotations, which, due to their complexity, make it possible to express more in fewer words. A new structural type of quotations, fake quotations, is observed; such quotations belong to fictional authors. The study reveals the frequency, sources, and structural characteristics of quotations in advertising texts through intertextual and contextual analysis. In total, six functions of quotations are identified: persuasive, ludic, image-forming, attractive, informative, and delimitative. Persuasive, ludic, and attractive functions occur in advertising text more frequently. The results of the study prove the importance of quotations in order to make advertising texts more impressive and increase the potential marketability of the product.
About the Authors
Svetlana S. Rogovtsova
Saint Petersburg University
Russian Federation
Russian Federation
undergraduate student
of English Philology and Translation department
7-9-11, Universitetskaya embankment
Saint Petersburg, 199034
Elena A. Pavlenko
Saint Petersburg University
Russian Federation
Russian Federation
PhD in Philology, sernior lecturer,
7-9-11, Universitetskaya embankment, Saint Petersburg, 199034
References
1. Arnold I. V. (1993). Reader's perception of intertextuality and hermeneutics [Intertextual connections in a literary text], pp. 4-12.
2. Arutyunova N. D. (1989). Alien speech: "own" and "alien" [Language and the human world], 896 p. (in Russian)
3. Bart R. (1989). From the work to the text [Selected works: Semiotics. Poetics.], pp. 413-423.
4. Chernyavskaya V. E. (2009). Linguistics of the text, 248 p. (in Russian)
5. Fateeva N. A. (1998). Typology of intertextual elements and connections in artistic speech. Izvestiya AN. Literature and language. 57(5): 25-36. (in Russian)
6. Gasparov B. M. (1996). Language, memory, image. Linguistics of linguistic existence, 352 p. (in Russian)
7. Grice G. P. (1985). Logic and speech communication. New in foreign linguistics, 16:217-238. (in Russian)
8. Gudkov D. B. (1999). Precedent phenomena in language consciousness and communication. 400 p. (in Russian)
9. Ilyasova S. V. (2009). Language game in the communicative space of mass media and advertising, 296 p. (in Russian)
10. Ilyin I. P. (1996). Poststructuralism. Deconstructivism. Postmodernism. 256 p. (in Russian)
11. Karaulov Y. N. (1986). The role of the precedent text in the structure and functioning of the linguistic personality [Scientific traditions and new directions in teaching Russian language and literature: Reports of the Soviet delegation at the VI Congress of MAPRYAL.], pp. 105-123. (in Russian)
12. Kotler P., Armstrong G., Saunders J., Wong V. (1999). Principles of marketing. – New Jersey: Prentice hall, 1031 p.
13. Krasnykh V. V. (2014). Ethnopsycholinguistics and linguoculturology, 284 p. (in Russian)
14. Leech George. (1966). English in Advertising: A Linguistic Study of Advertising in Great Britain. London: Longman, 210 p.
15. Liu J., & Le T. (2013). Intertextual Techniques in Advertisements. International Journal of Innovative Interdisciplinary. Research 2(1): pp. 11-19.
16. Mikhaleva I. M. (1988). Types of precedent texts and their citation [Activity aspects of language], pp. 137-143. (in Russian)
17. Pavlenko E. A. (2017). Specificity of the phenomenon of allusion in the British advertising texts [International scientific and practical conference Actual problems of social and humanitarian sciences], pp.71-77. (in Russian)
18. Slyshkin G. G. (2000). From text to symbol: linguistic and cultural concepts of precedent texts in consciousness and discourse, 128 p. (in Russian)
19. Sorokin Y. A., Mikhaleva I. M. (1993). Precedent text as a way of fixing linguistic consciousness [Language and consciousness: paradoxical rationality], pp. 98-117. (in Russian)
20. Zakharenko I. V., Krasnykh V. V., Gudkov D. B., Bagaeva D. V. (1997). Precedent name and precedent statement as symbols of precedent phenomena [Language, consciousness, communication: Collection of articles], 1: pp. 82-103. (in Russian)
21. Zantides E. (2016). Visual Metaphors in Communication: Intertextual Semiosis and Déjà Vu in Print Advertising – Romanian Journal of Communication and Public Relations. vol. 18, no. 3 (39) / December 2016, pp. 65-74.
Review
For citations:
Rogovtsova S.S., Pavlenko E.A. Functions of quotations in English advertising texts. Crede Experto: transport, society, education, language. 2022;(3):98-110. (In Russ.) https://doi.org/10.51955/2312-1327_2022_3_98
Views:
27
JATS XML
Email this article 