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III. neblK KDHKPETHfalK RAHAJIDB KOMMVHHKAHHH
KOHTpOAblłbie BOnpOCbl
1. KaKOBa B3aHMOCBH3b Me^Ay TeAeBH3HOHHOH npo-AyKLJHeń H H3BIKOBŁ1MH HOpMaMH?
2. KaKHe (J>opMu BbipaaceHHa opernai H3biKa h copn-aAbHoro noBeAeHHH y^acTHHKOB TeAeBH3HOHHbix nepeAan c^HTaioTcsi ocoSeHHO pacnpocTpaHeHHbiMH?
3. HaioBHTe ochobhbig SAeMeHTu moasah yripaBAOHHM KOMMyHHKapHeń.
4. KaKOBbI TeHAeHpHH pa3BHTHH TeAeBHAeHHH b Tep-M3HHH B nOCAeAHHe TOAbl?
H3biK peKJiaMbi
O.A. KceH3eHKo
IIPArMATHHECKHE OCOEEHHOCTH PEKAAMHbIK TEKCTOB
PeKAaMa — HBAeraie npe3BbmaHHO MHororpaHHoe h MHoroacneKTHoe. PIoaTOMy neyAHBHTeAbHO, hto cyipe-CTByeT 3Ha^HTeAbHOe pa3H006pa3He TOAKOBaHHH A3HHO-ro noHaraa h onpeAeAeHHń TepMHHa. KaK cnpaBeAAHBo OTMenaeTca, «cymecTBOBaHne MHoacecTBa onpeAeAeHHń HHTepecyiomero npeAMeTa He aoajkho cMym,aTi> hu Hann-Haioin,Hx, hh onbiTHbix ripot|)eccHOHaAOB peKAaMHoń ctfe-pbi — TaKOBa ynacTb aio6bix caojkhbix, MHororpaHHUx, b H3BecTHoń Mepe AarKe yHHBepcaABHbix HBAeHHń Aeń-CTBHTeAbHocTH» [YneHOBa, 1999. C. 10],
TpaicroBKa cyTH peKAaMHoro npopecca, a CAeAOBa-TeAbHo, h onpeAeAeHHe noHHTHH «peKAaMa» b 3HanmeAb-hoh CTeneHH 3aBHcaT ot toto, KaKoń KOHpemjHH npHAep-^KHBaiOTCH HCCAeAOBaTeAH peKAaMbi. B HacToain.ee BpeMa BbiAeAHAHCb ABe ocHOBHbie KOHpenpHH peKAaMbi: KyAb-TypoAorHnecKaa (hah HCTopHKO-KyAbTypoAOTHHecKaa) h MapKeTHHroBaa (hah KOHKpeTHO-nparMaTHnecKaa). Han-6oAee KOHCTpyKTHBHbiM npeACTaBAaeTca TaKoń noAXOA, KOTopbiń no3BOAHA 6bi oSBeAHHHTb o6e KOHpenpHH H OTpa3HTb KaK 3KOHOMH4ecKyio, MapKeTHHroByio npnpoAy peKAaMbi, TaK h ee KyAbTypoAorHnecKHe oco6eHHOCTH.
npn aHaAH3e peKAaMHbix tckctob npeACTaBAaeTca ii, e Ae c o o 6 p a 311 li m onHpaTbca Ha onpeAeAeHHe, npeAAoaceH-Hoe AMepHKaHCKoń mapkbthhtob oh accoitnapneń, oSpamaa
BHHMaHHe Ha TO, HTO CnOCOÓ nOAaHH HII(})OpMan,HH 3aBHCHT
ot ee xapaKTepa h oco6eHHocTeń peAeBoń ayAHTopHH:
PeKAaMa — smo pacnpocmpaiifieMan b onpegeAeHHOu (popMe umpopMaąun neAunnocmnoro xapaKmepa o moBa-pax, ycAyrax uau ugenx u iiaLiuH(miiHX, npegnasHaneimayi gAH rpynnbi auu, (geAeBou aygumopuu) u onAaHUBaeM.au onpegeAeHHbm cnoncopoM («Advertising is any paid-for form of non-personal representation of the facts about goods, sendces or ideas to a group of people») [Edwards, 1981. C. 3],
noAoSHaa TpaKTOBKa peKAaMbi no3BOAaeT oG-beAHHHTi, o6e BbimeHa3BaHHbie KOHpenpHH. CpeAH MapKeTHHTOBbix SAeMeHTOB onpeAeAeHHa peKAaMbi mo>kho yKa3aTb CAe-Ayioiii,He:
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