Linguistic pragmatics of the French advertising text

Doklady Bashkirskogo Universiteta. 2022. Volume 7. No. 6. pp. 398-404.

DOI: https://doi.org/10.33184/dokbsu-2022.6.7

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The article examines the structural and pragmatic attitudes of French advertising as the most dynamic type of text. The combination of verbal and nonverbal components in its content shows that its compilers address not only the intellectual, but also the emotional potential of the consumer. The solution of the advertising problem is achieved using language units of different levels, which allows us to assert the presence of speech consistency of the advertising discourse in terms of pragmatic effect. French advertising is also a special kind of national culture in which verbal and non-verbal elements coexist harmoniously. The visual component enhances the significance of verbal units. The French advertising discourse is the source of the emergence of new structural models in word formation, in which there is an effect of surprise and novelty, suggesting memorability.