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Яндекс.Метрика

SPECIAL FEATURES OF CORRELATION BETWEEN PUNCTUATION MARKS AND GRAPHICAL MEANS IN ADVERTISING TEXTS

Zakharova Elena Olegovna

Information About Author:

The paper presents the results of a study that explores the specific features of punctuation marks usage determined by the graphic design of advertising texts. The study is based on the data collected in the period of 2008–2016 from a variety of sources: commercial advertising texts from federal and regional newspapers and magazines, advertising leaflets, and banner advertisements from the Internet. The outcome is the systematization of examples of meaningful correlation between punctuation marks and graphical means (punctuation-graphical devices) as well as the description of the cases of punctuation marks displacement by graphical means.

Keywords: advertising text; paragraphemics; metagraphemic and paragraphemic means; punctuation-graphical devices; omission of punctuation marks

References:

1. Kulikova E. G. Norma v linguistike i paralinguistike. Dis. d-ra fi lol. nauk [Norms in linguistics and paraliguistics. Thesis of doct. philol. sci.]. Rostovna-Donu, 2004, 312 p. (in Russian).

2. Golev N. D. Pis’mennaya kommunikatsiya noveyshego vremeni: osnovnye vektory razvitiya [Written communication of the contemporary era: the main vectors of development]. Vestnik Tomskogo gosudarstvennogo universiteta – TSU Bulletin, 2012, no. 2 (18), pp. 5–17 (in Russian).

3. Dzyakovich E. V. Vlast’ grafi cheskogo znaka v SMI i reklame [The power of graphical elements in the media and advertising]. Problemy rechevoy kommunikatsii – The Issues of Verbal Communication, 2004, issue 4, pp. 218–225 (in Russian).

4. Anikaeva A. A. Sushchnost’ graphicheskikh neverbal’nykh sredstv v pechatnoy reklame [The nature of graphical nonverbal means in print advertising]. Nauchnye vedomosty Belgorodskogo gosudarstvennogo universiteta – Belgorod State University Scientifi c bulletin, 2011, no. 12 (107), issue 10, pp. 186–191 (in Russian).

5. Amiri L. P. Paragraphemnye sredstva graphicheskoy igry kak sovremennye paralinguisticheskiye realii v reklamnoy kommunikatsii [Paragraphemic means of a graphic game as paralinguistic realities in advertising]. Vestnik Moskovskogo gorodskogo pedagogicheskogo universiteta – Moscow City Teacher Training University Bulletin, 2013, no. 2 (12), pp. 69–76 (in Russian).

6. Buzinova A. A. Izobrazitel’nyy kontent sovremennogo PR-texta: typologiya i sredstva sozdaniya [Visual content of the modern P-text: typology and tools of creation]. Vestnik Tomskogo gosudarstvennogo universiteta – TSU Bulletin, 2014, no. 4 (30), pp. 146–157 (in Russian).

7. Klyukanov I. E. Pechatnyy khudozhestvennyi text i ego paragraphemnye elementy [The printed literary text and its paragraphemic elements]. Text. Vyskazyvaniye. Slovo [Text. Utterance. Word]. Moscow, In-t yazykoznaniya AN SSSR Publ., 1983, pp. 56–65 (in Russian).

8. Voyeykova A. A. Strukturno-funktsional’nye osobennosty voprositel’nykh predlozheniy (na primere tekstov russkoy reklamy) [Structural and functional characteristics of question patterns found in Russian advertisements]. Vestnik Tomskogo gosudarstvennogo pedagogicheskogo universiteta – TSPU Bulletin, 2015, no. 6 (159). pp. 113–117 (in Russian).

9. Parshin P. B. Poetika reklamnogo texta: repertuar priemov metagraphemiki [Poetics of the advertising text: repertory of metagraphemic devices]. Khronika mezhdunarodnoy nauchnoy konferentsii “linguistika i poetika v nachale tret’ego tysyacheletiya” (Institute russkogo yazyka im. V. V. Vinogradova RAN, 24–28 Maya 2007) [Chronicle of international scientifi c conference “Linguistics and poetics at the beginning of the III millennium” (Vinogradov Russian Language Institute of the RAS, 24–28 May, 2007)]. URL: http://philologos.narod.ru/lpconf2007.html (accessed 30 April 2009) (in Russian).

10. Lebedeva N. B. Issledovaniye estestvennoy pis’mennoy russkoy rechi kak napravleniye izucheniya yazyka goroda [The study of Russian naturally occurring written speech as a direction of the “city language” research]. Problemy sovremennoy linguistiki i metodiki prepodavaniya yazylovykh kursov: trudi Mezhdunarodnoy nauchno-prakticheskoy konferetsii (Kemerovo, 4 iyulya 2008) [The issues of modern linguistics and methodology of language teaching: the proceedings of the international scientifi c-practical conference (Kemerovo, July 4, 2008)], Kemerovo, 2008, pp. 115–118 (in Russian).

11. Orlova O. V. Khydozhestvennyy i reklamnyy tekst: printsypy regulyativnosti [Literary and advertising texts: regulativity principles]. Vestnik Tomskogo gosudarstvennogo pedagogicheskogo universiteta – TSPU Bulletin, 2006, no. 5 (56), pp. 129–133 (in Russian).

zakharova_e._o._130_137_7_172_2016.pdf ( 825.11 kB ) zakharova_e._o._130_137_7_172_2016.zip ( 802.5 kB )

Issue: 7, 2016

Series of issue: Issue 7

Rubric: ACTUAL PROBLEMS OF RUSSIAN STUDIES

Pages: 130 — 137

Downloads: 686

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