Модальна організація текстів рекламних слоганів

Thumbnail Image
Пикалюк, Роман
Journal Title
Journal ISSN
Volume Title
У статті досліджено типові модальні значення, що використовуються в текстах рекламних слоганів, мовні засоби їхнього вираження і прагматичний потенціал. Проаналізовано основні прагматичні контексти, що мотивують використання аксіологічних, деонтичних й алетичних значень у рекламних слоганах. Визначено принципи поєднання модальних елементів у текстах зазначеного жанру й чинники, що обмежують використання в них певних модальних значень.
Background. Modality as a lingual category is often analyzed in pragmatic aspect. The texts, that have definite pragmatic aim (among which advertising texts are), become objects of such works. Despite big amount of works, which are dedicated to the peculiarities of the texts of advertising, there is lack of works, which are dedicated to the modal organization of different genres of the texts of advertising, particularly, slogan. Purpose. The purpose of the article is defining of the modal organization of the texts of advertising slogans. Methods. The lingual material is analyzed by means of the system and descriptive method. Contextual analysis is used to detect contextualized modal values of language units. To establish modal semantics of language units, the method of component analysis is used. Results The slogan is a central element of the advertising text in a pragmatic aspect. It can function as a stand-alone text or be a part of a wider advertising message. The main peculiarity of the lingual organization of the slogan is conciseness. This leads to the widespread use of implicit means of expressing modal values. In its syntactic organization, the slogan is usually represented as a narrative sentence with a dismembered structure. The first part of the sentence is the name of the trademark; the second part represents its description, which may include various modal meanings. Such a syntactic structure of the slogan gives wide opportunities for the implementation of modal meanings at the lexical level. The meanings of axiological modality is typically used in advertising slogans. They are realized mainly through the semantics of lexical units. The significance of the dean modality is used with the pragmatic approach to cause the consumer to buy goods or use the service. A typical means of expressing deontic modality in the texts of advertising slogans is the grammatical form of the infinitive. The syntactic organization of slogans gives ample opportunities for implementing elements of alethic modality. A typical syntactic expression of alethic meanings is a nominative sentence or complex sentences with subordinate sentence of condition. Discussion. Modal meanings in the texts of advertising slogans have a high pragmatic potential. The meanings of axiological, deontic, and alethic modality and their combinations are used depending on a specific pragmatic approach. The meanings of each of the modalities have typical means of expression in the texts of slogans. The exploring the pragmatic potential of modal elements in the texts of other genres represents the prospect of further research in this field.
модальність, алетична модальність, деонтична модальність, аксіологічна модальність, рекламний слоган, стаття, modality, axiological modality, deontic modality, alethic modality, lexical semantics
Пикалюк Р. В. Модальна організація текстів рекламних слоганів / Роман Пикалюк // Наукові записки НаУКМА. Мовознавство. - 2018. - Т. 1. - С. 41-45.