Имитиране на близост чрез транспозиция на някои морфологични категории в рекламните текстове за мода
Imitation of intimacy trough transposition of some morphological categories in fashion advertising

Summary/Abstract: The paper studies the linguistic means for manipulation of the author – recipient relationship through the transposition of 2nd p. sg. for 2nd p. pl. and of 1st p. pl. for 1st p. sg. The analysis of the transposition of 2nd p. sg. for 2nd p. pl. shows that the main function of this stylistic device is to shorten the distance between sender and addressee in order to achieve informality of communication. The transpositions of 1st p. pl. have as their main goal blurring of the boundaries between the participants in the particular communicative situation. In order to define the attitude of the audience to these kinds of linguistic phenomena, a linguistic experiment has been carried out. It confirms the initial hypothesis of positive attitude of recipients towards the analysed morphological transpositions.

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