Article

Name: Pragmatic and Semantic Parameters of Linguistic and Discursive Creativity in Advertising

Authors: Olga V. Sokolova

Institute of Linguistics of the Russian Academy of Sciences, Moscow, Russian Federation

Abstract: The article investigates advertising discourse in terms of linguistic creativity. The analysis undertakes on the basis of functional and communicative discursive approaches. The characteristic of advertising is the dominance ofappellative function and the orientation towards the drawing of the addressee’s attention with the help of linguistic means of deviation from the language norm. Considering that structural deviation is considered to be a “norm” for advertising, we explore linguistic creativity on the basis of semantics and pragmatics. The paper enumerates and draws upon the basic parameters of linguistic pragmatic and semantic, which are characteristic of advertising discourse.

Keywords: advertising discourse, linguistic creativity, linguistic pragmatic parameters, semantic parameters

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