Doctor of Philology, Researcher of the Department of Stylistics,
Language Culture and Sociolinguistics, Institute of the Ukrainian Language of National Academy of Sciences of Ukraine
4 Hrushevskyi St., Kyiv 01001, Ukraine
Abstract: The article deals with the nature of the language of contemporary Ukrainian advertising as a multidimensional discourse of precedent. The statement of the status of advertising as an integral component of modern culture and strengthening of its influence on the processes of formation of linguistic consciousness of the Ukrainian society were ascertained. The system integrative analysis of advertising as a discourse of active linguomental reproduction of precedent statements identified the sources of replenishment of actual advertising citation thesaurus, tracing the lingual mechanisms of integration of discursive precedent statements into advertising text.
The patterns of untransformed (exact) reproduction of precedent statements (quotations), as well as the types of their structural semantic transformations according to the pragmatic intentions of advertising, are characterized.
It has been demonstrated that advertising has become a component of contemporary national culture and a powerful mechanism for influencing society. The mass distribution, the multiplicity of advertising, which is absorbed by complete information blocks, determines the intensity of its display in the linguistic consciousness of the society. Repeatedly broadcast on television, ad text is involuntarily fixed on the speakers’ memory on visual media. The mechanisms of entry of advertising utterances into modern spoken, nonfiction, artistic language practice are connected with it.
Particular attention is paid to the consideration of precedent statements — linguistic products of modern advertising texts, ways and mechanisms of their inclusion into modern Ukrainian language practice are described.
Keywords: Ukrainian advertising language, quotation advertisement thesaurus, advertising text, precedent statement, exact quote, transformed quote, quotation axiology.