TEXT OF FICTION AND ADVERTISING: PRINCIPLES OF REGULATIVITY

Orlova Olga Vyacheslavovna

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The article deals with examination of regulative principles of fiction and advertising texts. Using the comparative approach the author shows the peculiarities of regulative-strategic construction of fiction and advertising texts as the systems of different codes, the latter manage the interpretative reader’s activity and are focused into the prepotent synthesized codes. They are the following: aesthetic code, which functions in fiction communication, and manipulative-pragmatic code, which dominates in advertising communication.

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Issue: 5, 2006

Series of issue: Humanities (Philology)

Rubric: Communicative Style of the Text

Pages: 129 — 133

Downloads: 1005