Комунiкативно-функщональна характеристика украiнських рекламних слоганiв
Communicative and functional characteristics of Ukrainian commercial slogans

Summary/Abstract: The article features an analysis of Ukrainian commercial slogans, carried out on the basis of theory and the classification of speech acts by J. Searle, as well as the typology of advertising microacts by K. Skowronek. Such an analysis enables one to track the characteristics of advertising discourse and to define a commercial message as an indirect speech act. This essay also tries todescribe the catchphrases used in advertising from the perspective of Grice’s conversational maxims, which led to the formulation of the following thesis: in order to achieve their aims, the authors of advertising texts are ready to violate any of the aforementioned rules.

• Details
• Contents