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DOI: 10.18413/2313-8912-2020-6-4-0-5

A comparative study of pragmatic characteristics of parallelisms functioning in British and American Internet advertising discourse

The article is devoted to the comparative study of pragmatic characteristics of parallelisms functioning in British and American Internet advertising discourse. The pertinence of the study stems from the significant interest of modern linguistics in the rapidly developing language of advertising and the mechanisms of language influence in advertising. Many capacious, attention-grabbing and memorable advertising slogans are based on parallelism. Parallelism can be considered as a creative linguistic technique that allows to make up unusual, ambiguous advertising messages that can involve the recipient in a language game, forcing them to think about interpretation options. Linguistic and creative technique is understood as a combination of language game methods, which are used to ensure the pragmatic effects of communication. Parallelism is combined with various types of repetition, gradation, paradox, metaphors, metonymies, antithesis, and parcellation. Parallelism corresponds to all the main characteristics of an advertising slogan: adverts based on parallelism are short, rhythmic, and playful. Parallelisms in English-language advertising acquire a pragmatic meaning, influencing customers through a combination of logical and suggestive parameters. The language game helps to create a certain emotional impression for the recipient. Lexical and grammatical means specially selected for filling parts of a parallel construction are to name the advantages of the advertised product. They give a positive assessment, and arguments to convince the buyer to make a purchase.

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