Сучасна реклама: мовностилістичний аспект (на матеріалі газет Кам’янеччини)

Abstract

У статті простежуємо дотримання мовностилістичних норм у рекламному тексті регіональних друкованих видань Кам’янеччини, виявляємо та аналізуємо ненормативні написання граматичних форм слів, неправильне слововживання, випадки порушення зв’язного мовлення, узгодження та керування.

In the article, we observe the observance of language-linguistic norms in the advertising text of the regional printed editions of Kamyanetschina (newspapers Podolyanin, Fortress, Business City, the magazine «The Key»), identify and analyze abnormal spelling of grammatical forms of words, misuse of words, violations coherent speech, coordination and management. We especially emphasize the individual lexical aspects of advertising messages, consider their communicative and pragmatic orientation. The pragmatic aspect of the ad text imposes special requirements for its lexical content. We distinguish in the language of advertising such typical mistakes in the use of lexical means: the use of lexical Russianisms, instead of a certain word, its synonym with other stylistic values or other semantics; typical mistakes in the use of morphological means: confusion of endings -a, -u in nouns of masculine type II, abdication in the generic case of singular; unmotivated use of artificial adjectival forms with suffixes –uch- (-juch-), -ach- (-yach); misuse of prepositions; typical mistakes in the use of syntax means – violation of the content integrity of an advertisement; instances of maladministration Having analyzed the language of the advertisement. We note that current advertising texts can not be a model of competent, refined, at the same time intelligible and accessible speech – the number of errors they are excessive, which reduces the effectiveness of the means of influence on the consumer. To make advertising really a high-quality influential product, journalists, editors, advertisers must first of all consider the following points: optimal compositional structure, psychology of perception of the content of advertising, national-cultural factors, aesthetics of registration, lexical filling of advertising text, observance of linguistic norms.