FUNCTIONS OF FOREIGN INCLUSIONS IN ADVERTISEMENT DISCOURSE: PSYCHOLINGUISTIC ASPECT

Abstract

Advertising discourse is one of the most actively developing kinds of discourse, which possesses a great potential for the author’s creativity. It has a polycoded nature and is oriented at producing a powerful motivational effect on the readers. Thus advertisement discourse presupposes the abundant usage of various language means, which work effectively to realize the text pragmatic aim. The analysis of functions of foreign inclusions in advertisement discourse from psycholinguistic prospective is made. The notions “advertising discourse” and “foreign inclusions” are analyzed, the peculiarities of foreign inclusions which seem relevant to advertising discourse are identified. A psychological theory to explain the frequent use of foreign inclusions in advertising discourse is resorted. The functions of foreign inclusions in advertisement discourse, namely: 1) attractive; 2) motivating; 3) stylistical; 4) nominative; 5) aesthetic are also singled out and described. The realization of every function is illustrated by the language material. The results of the carried out analysis may be interesting for researchers working with problems of borrowings’ functioning in receiving language and also considering advertisement discourse as polycoded language phenomenon.