27044 skanuj0003 (535)
III. miK KBHKPETHblK KflHflJlOB KOMMVIIHKAI|HH
Dorit have a WEAKEND...
Have a WEEKENDER.
Holiday Inn
Weekender Plus
nOAO0HaH AHHTBHCTHHeCKaH HHHOBaiJHH CAyjKHT BnoAHe onpeAeAeHHoń peAH — uphbachj. BHHMaHHe ayAH-TOpHH H 0K33aTŁ Ha Hee BAHHHHe.
3. B peKAaMe 3kthbho HcnoAb3yiOTCH CAeHr h pa3ro-BopHbie BHpajKeHHii. PeKAaMHbie TeKCTbi HaimcaHbi Ta-khm o6pa30M, HTo6bi hx 3ByqaHHe HanoMHHaAO 3BynaHHe ycTHoń pa3roBopHoń pean. HanpnMep:
Fresh roasted turkey with all the trimmings — jus i like mom's!H
Pork tenderloin in horseradish sauce with rice, veggies and homemade bread.
OOpaipaeT Ha ce6a BHHMaHHe HcnoAb30BaHne Tpoń-Horo BOCKAHpaTeAbHoro 3HaKa, hto Kpaime HexapaKTep-ho aah aHrAHiłcKoń nHCbMeHHoń pean.
CAeAyeT OTMeTHTb, HTO AHHTBHCTHHeCKHe HHHOB3IJHH b peKAaMe npHBeTCTByioTCH He BceMH. H Bce xce b pex-AaMHbIX TeKCTaX HOBbie CAOBa H HeTpaAHpHOHHOe HCnOAb-30B3HHe y>KC H3BeCTHbIX CAOB HMeeT ÓoAbUiyiO UCHHOCTb. OAHaKO He CAeAyeT npeBpaipaTb peKAaMHbiń TeKCT b Ha6op HerpaMOTHbix caob h Bbipa»eHHń.
AioSoh peKAaMHbiń TeKCT MBAHerca TeKCTOM 3apaHee noAroTOBAeHHbiM; TaKHM o6pa30M, npn aHaAH3e peKAaMHbix TeKCTOB Mbl HMeeM AeAO C AByMH 4>OpMaMH peaAH3apHH pean: nHCbMeHHoń (jiopMoń h ycTHoń peaAH3apHeń 3apa-Hee HanncanHoro TeKCTa. ripn H3yneHHH 3KcnpeccHBHOCTH peKAaMHbIX TeKCTOB H6AL35I 06OHTH BHHM3HHeM BOnpOC 06 ochobhhx CTHAHCTHHecKHX npneMax, ynoTpe6AHeMbix aB-TOpaMH TeKCTOB Ha ypOBHe CHHTaKCHCa, H TOH POAH, KOTO-pyio H3ynaeMbie chctcmbi npocoAHH h iryHKTyapHH HrpaiOT B C03A3HHH 0C06bIX CTHAHCTHHeCKHX 3C]x}ieKTOB.
06paipaeT Ha ce6n BHHMaHHe ocoÓaa nappeAASipHH peKAaMHbix TeKCTOB, cpeAH H3MKOBeAOB He cyipecTByeT eAHHoro onpeAeAeiiHH TepMHHa «nappeAAHH;Ha». TepMHH «nappeAAaiiHH» (ot cjjp. parceller — «A6AHTb, APoSHTb Ha aacTH») o6o3HanaeT cnocoO HAeHeHHH TeKCTa. B ahhtbh-CTHHecKoń AHTepaType nappeAAapHH onpeAeAseTca KaK:
— «HHTOHapHOHHoe — a oneHb aacTo h no3HpnoH-
HOe - BblHAeHeHHe CAOBOCjlOpMbl HAH CAOBOCOHeTaHHH,
npH KOTOpOM 3TOT OTHAeHeHHblH HAH BblHeCeHHblH B KO-hen, 3AeMeHT npHoSpeTaeT hi iTonapnohhmh Romyp h hh-(JjopMapHOHHyio Harpy3Ky caMOCTOsrreAbHoro BbicKa3biBa-hhh» [TpaMMaTHKa, 1970];
— «cnoco6 peaeBoro HAeHeHHH eAHHoń cHHTaKCHHe-ckoh CTpyKTypu, t. e. npeAAOUKeHHH, npn kotopom OHa
jfgg peKJiaMhi
BOnAOmaeTCH He B OAHOH, a B HeCKOABKHX HHTOHapHOH-
ho-cmbicaobhx peaeBbix eAHHHpax, t. e. c£>pa3ax» [BaH-hhkob, 1969];
— «o4>OpMAeHHe OAHOrO BbICKa3bIBaHHH B p«Ae HH-TOHapHOHHO o6oCo6AeHHbIX OTpe3KOB», OTAeAHeMbIX Ha nncBMe TOHKaMH b KaaecTBe caMocTOHTeAbHbix npeAAO-xceHHH [raK, 1981];
— «qacTHbiń cAyaań o6oco6AeHHH, t. e. TaKoro cmbic-AOBOl’0 BblAeAeHHH, npH KOTOPOM 06oCo6AeHHbIH 3AeMeHT BbiHAeHaeTca b OTAeAbHoe ripeAAOxceHHe» [MBaHOBa, 1982],
OSipHM aah Bcex HCCAeAOBaTeAGH HBAaeTca npH3HaHHe nappeAAapHH cnocoóoM cMbicAOBoro BblAeAeHHH Han6oAee 3HaaHMbix aacreń BbiCKa3biBaHHH b oTAeAbHbie npeAAO^ce-Hna b cooTBeTCTBHH c HHTeHU,Heń roBOpamero (nHinymero).
CAeAyeT oTMeTHTb, hto npeAA0xceHHar BbiAeAeHHbie npn noMoipn ocoSoń nappeAAapHH TeKCTa, BCTpeaaiOTCH b peKAaMHbix coo6meHHHX AOCTaTOHHO aacTO. Xoth TaKHe npeAAOHCeHHH BXOAaT B COCTaB HOpMaTHBHbIX rpaMMaTH-aecKHX eAHHHp, hx BocnpnaTHe Tpe6yeT onpeAeAeHHoro KOHTeKCTa. KOHTeKCT AaeT B03M03KHOCTb nOHHTb KaK co-
AepjKaHHe paccMaTpHBaeMbix npeAAOxce hhh , TaK h hx poAb B OCyipeCTBAeHHH (fjyHKI (UH B03AeńCTBHH. Oh MOXCeT 6bITb KaK Bep6aAbHbiM, TaK h HeBep6aAbHbiM [Greenbaum, 1966], B peKAaMHbix TeKCTax npeACTaBAeHbi KaK BepOaAbHbiń KOHTeKCT, TaK H KOHTeKCT HCBepSaAbHHH, KOTOpblH MOSCeT co3AaBaTbca c noMombio KpacoaHoro H3o6paxceHHa hah cxeMbi hah nocpeACTBOM BHAeocioaceTa, B AaHHOM acneK-Te oco6oro BHHMaHHH 3acAy3KHBaeT TeAepeKAaMa, no-cKOAbKy BHAeopaA aacTO coAepacHT He toahro H3o6paxce-HHe, ho h nHCbMeHHoe TeKCTOBoe conpoBOHCAeHHe, pac-caHTaHHoe Ha BocnpoH3BeAeHHe bo BHyTpeHHeń pean. HanpnMep, b peKAaMe moaohhbix npoAyKTOB BHAeopaA coAepxcHT HaAHHCb («AeBH3»): Milk makes kids strong, —
ayAHopaA coAep*HT AHHib My3biKaAbHoe coripoBOJKAeune. TaKHe (J)pa3bl OtJjOpMAHIOTCH B COOTBeTCTBHH c npaBHAa-mh rpa(f)HHecKoro oiJiopMAeHHH 3aroAOBKOB, npeAnoAara-ioiuhmh HcnoAb30BaHHe Bbipa3HreAbHoro mpHcfrra, 3Kcn-peccHBHoń nyHKTyapHH h t. a>
UIhpoko pacnpocTpaHeHHbiMH b peKAaMHHX TeKCTax HBAHKJTCH HOMHHaTHBHbie npeAAOJKeHHH. AaKOHH3M H Bbipa3HTeAbHOCTb HOMHHaTHBHbix npeAAonceHHH 6oAee Bcero cooTBeTCTByiOT 3aAaaaM peKAaMHbix TeKCTOB.
HanpnMep, b peKAaMe K)BeAHpHbix yKpameHHH npeA-AoaceHHH, noAaepKHBaiomHe HCKAioaHTeAbHOCTb KaK Tex, Aah koto 3TH yKpauieHHH npeAHa3HaaeHbi, TaK h caMHx yKpameHHH (Exceptional woman. Exceptional diamond), BMAeAeHbi He TOAbKO cHHTaKcnaecKH, ho h rpacJiHaecKH.
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