Принцип серийности в рекламе, масс-медиа и графическом дизайне
The present paper targets at the analysis of indirect and direct speech as main techniques of intertextual representation in English media discourse and subjects to conscious scrutiny the relationship between quotation sources and the way it is introduced in the text, considering reporting verbs and authors’ intentions while resorting to intertextuality. The article dwells on the comparative analysis of intertextuality representation in two newspaper articles on the natural disaster Hurricane Sandy in the USA and effects authors achieve when using this technique.
The book includes proceedings of the 11th LATEUM (the Linguistic Association of the Teachers of English at the University of Moscow) International Conference - ELT and Linguistics 2013: New Strategies for Better Solutions. The conference focused on the current issues of teaching English as a foreign language and a range of its linguistic aspects, including Cognitive and Corpus-Based Discourse Studies in ELT, Teaching and Researching Business English, Literature and Translation, Media Discourse, Phonetics in ELT in Global English Context, Culture-Specific Component in Language Teaching and Research, Technology-Assisted Linguistic Research and Instruction, Language Testing and Assessment.
This article is devoted to a problem of development of modern German discourse of advertising. Properly selected linguistic means allow for success of the advertising texts. Today it is more important to put emphasis on the creation of the ideal image of the consumer rather than demonstrate the value of the product to the customer. So the structure and components of modern advertising texts differ from the text of the end of the twenties century. Presently the slogan is the most important and long-term part of the modern advertisement. It transfers the essential meaning of the whole message. Consequently, the creation of a slogan requires specific linguistic methods.
This paper explores discourse modifications of the political message in media. Popular political text is characterized as a part of public political communication. The author stresses the significance of public policy beyond mass media.
Special features of the discourse in the Christian Orthodox mass media depend on the ap- proach to the problem of incompatibility of the mass media discourse with the church discourse, the public communication and confidential talk about faith. This problem is the most urgent for those Orthodox mass media which set a missionary aim. In this work the author makes a review of the main forms of dialogue with the audience, communicative strategies and tactics in the magazines with missionary orientation. Besides, the researcher distinguishes the special means of interaction between the author and the reader.
The paper deals with the features of marketing messages that are widely presented in various forms in the modern mass-media. The study reported in this article reveals some semantic and pragmatic means which maintain special sort of unity within a marketing communication campaign – series of messages. Many linguistic and semiotic peculiarities of advertising and other promotional messages (that distinguish them from the editorial mass media messages) can be explained through the concept of multi-message brand-centered communication as a single whole.