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Esthetics strategy as one of the implicit forms of the suggestive category in advertising discourse

Kochergan Alexandra   (Syktyvkar State University named after Pitirim Sorokin)

The article is devoted to one of the implicit forms of the suggestive category represented by the esthetics strategy. The category in question, singled out by the author, is based on the speech act called suggestive that is realized by the performative verbs to offer, to suggest and to propose. Suggestive category is the basic one for the advertising discourse and can be expressed both explicitly and implicitly. The article focuses on the one of its implicit forms expressed by the esthetics strategy, which is represented by the contrast tactic.

Keywords:advertising discourse, discursive category, suggestive category, esthetics strategy, contrast tactic.
 

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Citation link:
Kochergan A. Esthetics strategy as one of the implicit forms of the suggestive category in advertising discourse // Современная наука: актуальные проблемы теории и практики. Серия: ГУМАНИТАРНЫЕ НАУКИ. -2015. -№11-12. -С. 167-169
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