Open AccessAutomated analysis of the rhythm of advertising text
Author(s) -
Elena Boychuk
Publication year - 2021
Publication title -
verhnevolžskij filologičeskij vestnik
Language(s) - English
Resource type - Journals
ISSN - 2499-9679
DOI - 10.20323/2499-9679-2021-1-24-137-144
Subject(s) - subconscious , rhythm , repetition (rhetorical device) , linguistics , rhetorical question , contrastive analysis , computer science , psychology , advertising , art , aesthetics , medicine , philosophy , alternative medicine , pathology , business
The purpose of this study is to determine the specificity of the rhythm in advertising texts based on the analysis of rhythm figures using the ProseRhythmDetector computer application, which allows to search for certain rhythm figures in a text of any nature in four languages (English, French, Russian and Spanish). The issue of the specific nature of advertising texts has been studied in some detail, as is evident from a large number of scientific works in this area; the issues of the impact of advertising on the recipient have been studied in detail. However, the question of the means of influence remains controversial, regarding which there is no consensus among researchers and no single structure of linguistic means of influencing the consumer's subconscious. The suggestive aspect of this problem is often presented through the means of repetition, which is quite logical, since it is the repetition that allows us to remind the customer of the product, to impose the product, to provoke a purchase. This tool is multifaceted, it includes various combinations of the main element and repeating elements depending on the position, compatibility, the number of repetitions, their nature and the degree of intensity of manifestation in the text. This study presents various types of repetitions, some of which are characterized as rhetorical figures (anaphora, epiphora, symploce, diacope, epanalepsis, episeuxis, anadiplosis, polysyndeton, chiasmus, aposiopesis), some refer to grammatical means, such as repeating sentences of the same purpose of the statement. The materials for the research are English-language advertising texts of a verbal-visual communicative type (more than 50,000 characters), obtained from the websites of selling companies. However, the analysis takes into account only the verbal component of the advertising text that accompanies the visual image of the product being sold. As a result, the most frequent means typical for advertising texts in English have been identified, in particular, the most active is diacope, repetition after intermediate words. Epiphora, anaphora, anadiplosis and the sequence of interrogative sentences were less active.