ВИКОРИСТАННЯ РЕКЛАМНИХ ТЕКСТІВ ДЛЯ ВИКЛАДАННЯ АНГЛІЙСЬКОЇ МОВИ СПЕЦІАЛІСТАМ В СФЕРІ РЕКЛАМИ

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Омельченко Уляна (м. Острог, Україна)

Національний університет «Острозька академія»

Секція: Професійна англійська для немовних спеціальностей

 

ВИКОРИСТАННЯ РЕКЛАМНИХ ТЕКСТІВ ДЛЯ ВИКЛАДАННЯ АНГЛІЙСЬКОЇ МОВИ СПЕЦІАЛІСТАМ В СФЕРІ РЕКЛАМИ

У статті досліджено можливість використання англомовних рекламних повідомлень при вивченні синтаксису англійської мови спеціалістами в сфері реклами.

Ключові слова: синтаксис, рекламісти, рекламні повідомлення

В статьеисследована возможностьиспользованияанглоязычныхрекламных сообщенийприизучении синтаксисаанглийского языкаспециалистами всфере рекламы.

Ключевыеслова:синтаксис, рекламисты, рекламные сообщения.

This article studies the use of advertisements in the process of learning the syntaxof English byadvertisers

Key words: syntax, advertisers, advertisements.

     Сьогодні хороше володіння англійською мовою стає все більше необхідним для спеціалістів у сфері реклами. Велика кількість термінів і понять запозичена саме з англійської мови, тому рекламною мовою, базовою для медіа планування та інших специфічних напрямків рекламної діяльності, а також для роботи в Інтернеті, є англійська. Крім цього, велика частина бюджетів приходить від іноземних інвесторів тому для правильного, якісного обслуговування таких клієнтів майбутнім рекламістам необхідне гарне знання англійської мови.

    Об’єктом дослідження є англомовні рекламні повідомлення, предметом дослідження є використання англомовної реклами косметики для вивчення англійської мови рекламістами. Нашою метою є визначення можливості використання рекламних текстів як додаткового матеріалу для вивчення синтаксису англійської мови.

     Рекламний текст – це текст, що містить рекламну інформацію. Його відрізняють наступні ознаки: по-перше, він містить інформацію про фізичну чи юридичну особу, товари, ідеї і починаннях, по-друге, призначений для невизначеного кола осіб, по-третє, покликаний формувати або підтримувати інтерес до фізичних, юридичних осіб, товарів , ідей, починань, і, нарешті, по-четверте, сприяє реалізації товарів, ідей, починань [3, с. 5].

     На заняттях рекламні тексти можуть використовуватись по-різному: як ілюстрований матеріал для кращого розуміння вивченої інформації, як основа для складання завдань, вправ, як матеріал для комунікативної практики мови тощо. Використання рекламних повідомлень є ефективним засобом під час вивчення синтаксису англійської мови. Адже, рекламні тексти допомагають студентам краще зрозуміти правила, що вивчаються та разом з тим, дізнатися про особливості створення англомовної реклами та засвоїти корисні професійні знання для майбутньої роботи.

   Ще однією ознакою реклами  є її оперативна реакція на будь-які зміни, що відбуваються в мові. Адресована масовому споживачеві, вона орієнтована на живу розмовну мову, відображає найактуальніші мовні процеси. Таким чином, знайомство студентів з рекламними текстами допомагає їм вивчати сучасний стан мови та бути обізнаним з останніми змінами в мові.

    Синтаксична будова текстів повинна відповідати основній комунікативній меті. Так як, синтаксис рекламних текстів розрахований на швидке сприйняття, то він зазвичай складається з простих речень, які легко зрозуміти і запам’ятати [2, с. 35 − 38].

    Іншим розповсюдженим стилістичним прийомом є застосування еліптичних конструкцій, у яких скорочується уже відома частина речення і основна увага приділяється новій інформації [1]: Infused with silk and vitamins for smooth colour(Cosmopolitan. – 2010. – №1).

  Рекламісти часто використовують називні речення, які є також ефективним засобом привернення уваги: Dimensionalcolour.Refinesluminously (Cosmopolitan. – 2011. – № 5).

   У англомовних рекламних повідомленнях часто використовуються питальні речення. Іноді після запитання слідує відповідь, але в більшості випадків запитання залишається без відповіді. В цьому випадку споживач буде зацікавлений у тому, щоб якнайшвидше знайти відповідь на запитання. Питання також можуть створювати дружню, гармонійну атмосферу: Longlashesnotinyourgenes? (Cosmopolitan. – 2009. – № 6).

     Використання наказових речень є характерним для англомовних рекламних повідомлень. Для того, щоб продати певний товар рекламіст використовують речення, які спонукають, пропонують, наказують, навіть вимагають від споживача, погодитись з висловленим у рекламному повідомленні,  прийняти  думку та купити  рекламований товар. Зазвичай, наказові речення є короткими та нескладними за своєю структурою. Найчастішевикористовуютьсяуцихреченняхтакідієсловаякget, let, have, try, make, buy, feel:Gettopbeautybrandsatunbeatableprices. Getperfectwaves (Cosmopolitan. – 2009. – № 6).

  Отже, використання рекламних текстів при вивченні синтаксису англійської мови є ефективним засобом, адже за допомогою його студенти не тільки покращують свої знання англійської мови й отримують професійні знання щодо побудови,  структури рекламних текстів, які можуть стати корисними в їх майбутній роботі.

 

Література:

  1. Бондаренко О. М. Особливості перекладу рекламних текстів [Електронний ресурс] / О. М. Бондаренко – Режим доступу: http://www.nbuv.gov.ua/Portal/soc_gum/Npifznu/2007_21/21/bondarenko.pd
  2. Золина О. Е. Синтаксические средства языка и их стилистическая роль в рекламных текстах : дисс. …канд. филол. наук : 10.02.01. / Оксана Евгеньевна Золина. – М., 2006. – 179 с.
  3. Кривоносов А.Д. Жанры PR- текста / А.Д. Кривоносов – СПб., 2001.- С.13–14.

 

Відомості про авторів: Омельченко Уляна Володимирівна — студентка магістеріуму факультету романо-германських мов Національного університету «Острозька академія».

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