Kochetova L.A. DYNAMICS OF PHATIC TONALITY IN ADVERTISING DISCOURSE

Kochetova Larisa Anatolyevna

Candidate of Philological Sciences, Associate Professor, Head of the English Philology Department, Volgograd State University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )

Abstract: the article considers the communicative category of phatic tonality in advertising discourse from diachronic perspective. The structure of phatic tonality and dynamics of functional and stylistic means employed are described.

Key words: tonality, phatic tonality, discourse, historical linguistics, diachronic perspective.

 

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