Расставить все точки… в рекламных текстах

Irina Vladimirovna (Ирина Владимировна) Bugaeva (Бугаева)

Abstrakt

The purpose of this study is to identify new functions and determine trends in the use of punctuation marks in advertising texts, and to reveal the essence of the “play with punctuation marks” as a new kind of language play in the framework of linguistic theory. The research material were examples of outdoor advertising on Moscow streets and in well-known printing buildings, collected by the author.
The result of the study is to generalize and systematize the use of punctuation marks, identify and explain cases of replacing one character with another, justify the functions of punctuation marks in printed advertising texts and to describing a new kind of language play called “punctuation play”.

Słowa kluczowe: языковая игра, знаки пунктуации, пунктуационная игра, реклам- ный текст, лингвокреатив
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