The world of academia: culture & education
Мир университетской науки: культура, образование

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01/03/2017 №3
COMMUNICATIVE STRATEGIES OF TRANSLATING VALUES IN SOCIAL ADVERTISEMENTS (CASE STUDY OF ENGLISH ADVERTISING TEXTS)

Андриенко Анна Александровна

Annotation

Studying texts of social or non-commercial advertisements lies at the intersection of linguistic, axiological and psychological researches. According to the paper, this is due to some specific features of this genre. Obviously, the main purpose of social advertising is to draw public attention to socially significant values, for example, protection of human rights, problems of childhood and family, environmental protection. These texts have a huge educational potential. The article analyses realization of communicative strategies in texts of social advertisements. These strategies include: appealing, informational, argumentative ones as well as the strategy of optimization. The author of the article describes each of them in detail and provides examples from English texts of modern social advertisements.

Key words

social advert sements, communicat ve strategy, recipient, verbal means.

Bibliography

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