Chernyavskaya E.S. THE INTONATION AND SOUND CHARACTERISTICS OF ADVERTISING PRONUNCIATION STYLE

http://dx.doi.org/10.15688/jvolsu2.2014.2.2  

Chernyavskaya Elena Sergeevna

Candidate of Philological Sciences, Volgograd State University ( This email address is being protected from spambots. You need JavaScript enabled to view it. , This email address is being protected from spambots. You need JavaScript enabled to view it. )


Abstract. The article aims at describing the intonation and sound characteristics of advertising phonetic style. On the basis of acoustic analysis of transcripts of radio advertising tape recordings, broadcasted at different radio stations, as well as in the result of processing the representative part of phrases with the help of special computer programs, the author determines the
parameters of superfix means. The article proves that the stylistic parameters of advertising phonetic style are oriented on modern orthoepy, and that the originality of radio advertising sounding is determined by two tendencies – the reduction of stressed vowels duration in the terminal and non-terminal word and
the increase of pre-tonic and post-tonic vowels duration of non-terminal word in a phrase. The article also shows that the peculiarity of rhythmic structure of terminal and non-terminal word in radio advertising is formed by means of leveling stressed and unstressed sounds in length. The specificity of intonational structure of an advertising text consists in the following peculiarities: matching of syntactic and syntagmatic division, which allows to denote the blocks of semantic models, forming the text of radio advertising; the allocation of keywords into separate syntagmas; the design of informative parts of advertising text by means of symmetric length correlation of minimal speech segments; the combination of interstyle prosodic elements in the framework of sounding text. Thus, the conducted analysis allowed to conclude, that the texts of sounding advertising are designed using special pronunciation style, marked by sound duration. 

Key words: acoustic parameters, advertising phonetic style, duration, intonation and sound organization, syntagma, intonational structure, radio advertising, intensity.

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