TYPES OF COMMUNICATION FAILURES IN ADVERTISING
Abstract
The article describes an advertising communicative model and examines the types of communicative failures in modern Russian advertising basing on methods of linguistic description and interpretation. Direct linguistic observation and systemic description of linguistic material is complemented by discourse and medialinguistic analysis. The study is of an interpretative nature.
Advertising communication uses many forms of influence on the addressee and means of dissemination of information, such as promotional, agonal, and manipulative. Since it is part of not only marketing but also the cultural sphere of public life, it also has a communicative, aesthetic and ethical value along with a commercial one. Communicative failure is interpreted as low recognition and memorability of the advertising work, as well as its unassailability, public disapproval and contradiction with the norms of morality and law. The reasons for failures in advertising can be insufficient account of the nature of the addressee, incorrect use of linguistic and visual means, as well as pragmatic factors.
Basing on the analysis of advertising works of different genres, the typology of communicative failures in advertising can be represented as follows:
1. Dissonance of the mental worlds of communicants:
A) the contradiction of the cultural tradition;
B) the use of precedent phenomena, actualizing negative historical memory, causing negative associations or violating norms of ethics;
C) non-recognition of precedent phenomena.
2. The nature of the communicative text:
A) use of constructions with language negation;
B) ambiguity;
C) non-normality.
3. Circumstances of communication:
A) unsuccessful choice of the location of advertising;
B) violation of the compositional integrity of the advertising work (isolation from the context);
C) "imposed" context;
D) incorrect design.
All three types of communicative failures are subject to legal regulation - articles of the Federal Law. The legalization of advertising communication provides mechanisms for the impact of society on the advertising industry and creates the conditions for translating the communicative communicative model into an interactive one.
Downloads
Metrics
References
Азимов Э. Г., Щукин А. Н. Новый словарь методических терминов и понятий (теория и практика обучения языкам). М., 2009.
Алексеева М. С. Прецедентные феномены как источник коммуникативных неудач в рекламе предприятий ресторанного бизнеса // Политическая лингвистика, 2008. – Вып. 2 (25). – С. 122-126.
Высоцкая И. В. Стилистика рекламного текста: прецедентность и интердискурсивность. – Новосибирск:, 2014.
Городецкий Б. Ю., Кобозева И. М., Сабурова И. Г. К типологии коммуникативных неудач // Диалоговое взаимодействие и представление знаний. Новосибирск, 1985.
Городецкий Б. Ю. Компьютерная лингвистика: моделирование языкового общения // Новое в зарубежной лингвистике. М., 1989. – Вып. 24. – С. 5-31.
Ермакова О. П., Земская Е. А. К построению типологии коммуникативных неудач (на материале естественного русского языка) // Русский язык и его функционирование: коммуникативно-прагматический аспект. М., 1993. – С. 90-157.
Кронгауз М. А. Семантика. – М., 2001.
Мустайоки А. С. Коммуникативные неудачи сквозь призму потребностей говорящего // Язык и мысль: Современная когнитивная лингвистика. М., 2015. – С. 543-557.
Остин Дж. Л. Слово как действие // Новое в зарубежной лингвистике: Вып. 17. Теория речевых актов. М., 1986. – С. 22-130.
[Реклама…] Реклама: язык, речь, общение / Под ред. О. Я. Гойхмана, В. М. Лейчика. М., 2011.
Стернин И. А. Возрастное коммуникативное поведение как предмет изучения // Возрастное коммуникативное поведение. Воронеж, 2003. – Вып..1. – С. 4-11.
Ухова Л. В. Теоретические проблемы исследования эффективности рекламного текста: автореф. дис. д.-ра филол. н. Ярославль, 2013.
Шарков Ф. И. Коммуникология: основы теории коммуникации. М., 2010.
Шатин Ю. В. Неориторика. Новосибирск, 2013.
REFERENCES
Azimov E. G., Shchukin A. N. New Dictionary of Methodical Terms and Concepts (Theory and Practice of Teaching Languages) [Novyj slovar' metodicheskih terminov i ponyatij (teoriya i praktika obucheniya yazykam)]. M., 2009.
Alekseeva M. S. Precedent phenomena as a source of communicative failures in advertising of restaurant business enterprises // Political Linguistics [Precedentnye fenomeny kak istochnik kommunikativnyh neudach v reklame predpriyatij restorannogo biznesa // Politicheskaya lingvistika], 2008. - Issue. 2 (25). - P. 122-126.
Vysotskaya I. V. Stylistics of the advertising text: precedence and interdiscursiveness [Stilistika reklamnogo teksta: precedentnost' i interdiskursivnost']. Novosibirsk, 2014.
Gorodetsky B. Yu., Kobozeva I. M., Saburova I. G. To the typology of communicative failures // Dialogue interaction and representation of knowledge [K tipologii kommunikativnyh neudach // Dialogovoe vzaimodejstvie i predstavlenie znanij]. Novosibirsk, 1985.
Gorodetsky B. Yu. Computer linguistics: modeling of language communication // New in foreign linguistics [Komp'yuternaya lingvistika: modelirovanie yazykovogo obshcheniya // Novoe v zarubezhnoj lingvistike]. M., 1989. - Issue. 24. - P. 5-31.
Ermakova O. P., Zemskaya E. A. To the construction of the typology of communicative failures (on the basis of the natural Russian language) // Russian language and its functioning: communicative and pragmatic aspect [K postroeniyu tipologii kommunikativnyh neudach (na materiale estestvennogo russkogo yazyka) // Russkij yazyk i ego funkcionirovanie: kommunikativno-pragmaticheskij aspect]. M., 1993. - P. 90-157.
Krongauz M. A. Semantics [Semantika]. - M., 2001.
Mustajoki A. S. Communicative failures through the prism of the speaker's needs // Language and thought: Modern cognitive linguistics [K postroeniyu tipologii kommunikativnyh neudach (na materiale estestvennogo russkogo yazyka) // Russkij yazyk i ego funkcionirovanie: kommunikativno-pragmaticheskij aspect]. M., 2015. - P. 543-557.
Austin J. L. The word as an action // New in foreign linguistics: Vol. 17. The theory of speech acts [Slovo kak dejstvie // Novoe v zarubezhnoj lingvistike: Vyp. 17. Teoriya rechevyh aktov]. M., 1986. - P. 22-130.
[Advertising ...] Advertising: language, speech, communication [[Reklama…] Reklama: yazyk, rech', obshchenie] / Ed. O. Ya. Goichman, V. M. Leichik. M., 2011.
Sternin I. A. Age-related communicative behavior as a subject of study // Age-related communicative behavior [Vozrastnoe kommunikativnoe povedenie kak predmet izucheniya// Vozrastnoe kommunikativnoe povedenie]. Voronezh, 2003. - Issue 1. - P. 4-11.
Ukhova L. V. Theoretical problems of investigating the effectiveness of advertising text: the author's abstract. Dis. Dr. Philol. N. [Teoreticheskie problemy issledovaniya ehffektivnosti reklamnogo teksta: avtoref. dis. d.-ra filol. nayk]. Yaroslavl, 2013.
Sharkov F. I. Communicology: the fundamentals of the theory of communication [Kommunikologiya: osnovy teorii kommunikacii]. M., 2010.
Shatin Yu. V. New rhetorics [Neoritorika]. Novosibirsk, 2013.
Copyright (c) 2017 Юрислингвистика
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors, which are published in this journal, agree to the following conditions:
1. Authors retain the copyright to the work and transfer to the journal the right of the first publication along with the work, at the same time licensing it under the terms of the Creative Commons Attribution License, which allows others to distribute this work with the obligatory indication of the authorship of this work and a link to the original publication in this journal .
2. The authors retain the right to enter into separate, additional contractual agreements for the non-exclusive distribution of the version of the work published by this journal (for example, to place it in the university depository or to publish it in a book), with reference to the original publication in this journal.
3. Authors are allowed to post their work on the Internet (for example, in a university repository or on their personal website) before and during the review process of this journal, as this may lead to a productive discussion, as well as more links to this published work (See The Effect of Open Access).
