EXPRESIVENESS IN ENGLISH TEXTS OF HOTEL TOURISM ADVERTISING: COMMUNICATIVE-PRAGMATIC AND SEMIOTIC APPROACHES
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Abstract
The article is devoted to the communicative-pragmatic and semiotic study of the advertising texts in English. The purpose of the research topic is to determine the interface of expressive syntactic constructions and non-verbal means of expressiveness in the texts of English tourism advertising of the hotel business. The main methods of the study include expressive linguistic constructions of quantitative and qualitative analysis, as well as non-linguistic means. Qualitative analysis consists in conducting a detailed study of linguistic expressive means by comparing the texts with direct and covert recommendations. Quantitative analysis contains calculation of the proportion of the linguistic expressive means. To substantiate the level of expressiveness of advertising text in the hotel business in English, descriptive, comparative and generalizing methods are used. Functioning of expressive syntax of imperative sentences, inversion, modal verbs, as well as visual means are analyzed. The study showed that expressiveness plays an important role in the advertising text of tourist advertising, since by appealing to the feelings and emotions of the recipient, advertisers thus try to convince to use a specific type of hotel services. Among all the constructions of expressive syntax analyzed in the article, the greatest frequency of use belongs to stylistic inversion, which, due to its emotional and semantic coloring, enriches the advertising text with a high degree of expressiveness. The convincing frequency of imperative sentences in the texts allows the authors to presume that from the communicative-pragmatic and semiotic perspectives this type is among the most commonly used types of expressive structures in advertising texts in English. And the variety of non-verbal expressive means convincingly supplement verbal expressiveness. Due to the obtained analysis results, we can conclude that the use of communicative-pragmatic and semiotic approaches play an important role in advertising text, as it enables recipients to decode verbal and non-verbal elements of the advertising message.
How to Cite
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advertisement, advertising text, communicative-pragmatic approach, semiotic approach, expressive syntactic constructions, verbal and non-verbal expressive means.
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