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Book chapter

Роль оценочного стереотипа в реализации прагматических функций коммерческой рекламы (на материале французского языка)

С. 16-26.

In present article is analyzed the role of value stereotype, commercial advertising text’s structural, lexical-grammatical, stylistic and graphic peculiarities in advertising text estimating modality formation allowing advertising to fulfill its basic pragmatic tasks. The author demonstrates how advertising object’s and target public’s specificity determines stereotype’s choice.