Pacific national university Main page Bulletin of Pacific national university

UDC 81’42 : 811.111

© N. A. Saburova, I. I. Mozdon, 2012

THE PHENOMENON OF SCENARIO IN THE ENGLISH ADVERTISING TEXT

To model a speech interaction in various discourse types, an effort of using a scenario seems to be fairly fruitful. In terms of cognitive linguistics, a scenario is defined as a conceptual structure for procedural presentation of knowledge of a typified situation. In the article the experience in development of script-based description of ad text is presented. For the integral presentation of speech interaction scenarios in advertising, data of the speech act theory, language functions classification, verbal manipulation theory, theory of argumentation, and theory of psychological motivation are used. The allround description of ad copies is made using the discourse analysis and pragmalinguistic methods of text analysis.

Keywords: modeling of speech interaction, cognitive model (scheme), scenario of speech behavior, discourse-analysis, advertizing discourse, ways of speech influence, motivation of the addressee, strategy and tactics of manipulation.

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