Article

Name: Precedentness as a mean of effective communication in advertising

Authors: I.V. Vysotskaya

Novosibirsk State University

Abstract: The article describes precedent phenomena in contemporary Russian advertising as a means of realizing the need for recognition, providing the efficiency of mass communication. Meanwhile advertising is understood as a process of social interaction of addresser and addressee of advertising works. The author analyzes creolized and television advertising. Precedent phenomena are associated with ver-bal, visual and audio components of the advertising. Cases of transformation of precedent slogan, direct and indirect citation of precedent texts, direct and trans-formed precedent picture and sound reproduction are noted. The article provides ex-amples of stylization and parody, as well as imitation of well known genre forms: children's rhymes, jokes, lessons, etc. Typical sources of a precedent for modern Russian advertising are works of classical Russian and Soviet literature, Russian folklore, the Soviet cinema.

Keywords: precedentness, dicode text, polikode text, stylization

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