КОПИРАЙТИНГ КАК ФОРМА РЕПРЕЗЕНТАЦИИ МЕХАНИЗМА УПРАВЛЕНИЯ РЕЧЕВЫМИ КОММУНИКАЦИЯМИ

Филология и человек. 2020. № 2. С. 58–71.

Глаголева А. В., Земская Ю. Н., Качесова И. Ю., Кузнецова Е. А.

The article is devoted to the description of copywriting as one of the forms of speech communication management. Copywriting fits into the processes of text-discursive transformations and is recognized as a peculiar case of their implementation. Methodological basis of the study is philological theory of communication, which determines the change in the status and content of the categories of the communication subject, text and discourse. Interpretation of copywriting as a part of the paradigm of philological theory of communication allows one to get away from the instrumental nature of the description of managerial processes and focus on their philological genesis. The study, based on the material of the analysis of the genre of leaflets, shows the essence of the process of copywriting in a series of text-discursive transformations. The main result of the study is to consider the compression and development processes of discourse in the context of modeling text-discursive transformations. As a result, it is established that the compression and development are carried out by the position of the subject of communication, who organizes the dynamics of the development of discursive semantics at the text level.

Keywords: моделирование, копирайтинг, текст, дискурс, text, discourse, modeling, subject of communication, copywriting, субъект коммуникации