Vaulina S.S., Kuksa I.Yu. Linguistic Strategies and Realization of Incentive Modality in Political Slogan and Advertising Slogan

DOI: https://doi.org/10.15688/jvolsu2.2018.2.7

Svetlana S. Vaulina

Doctor of Sciences (Philology), Professor, Institute for Humanities, Immanuel Kant Baltic Federal University

A. Nevskogo St., 14, 236016 Kaliningrad, Russia

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https://orcid.org/0000-0001-7109-2836

Irina Yu. Kuksa

Candidate of Sciences (Philology), Associate Professor, Institute for Humanities, Immanuel Kant Baltic Federal University

A. Nevskogo St., 14, 236016 Kaliningrad, Russia

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https://orcid.org/0000-0001-7177-6541


Abstract. The article deals with the strategy types used for delivering incentive modality in political slogans and advertising slogans. The slogans of the revolutionary period and the USSR era are compared with the advertising slogans that have been operating in the Russian media since the early 90-ies of the 20th century. The analysis of language means specificity in expressing incentive modality in sub-genres of persuasive discourse is based on the inference about their main structural and content constituents – purpose, functions, object, addressee and addressee (subject and object of influence). It is stated that the impact target firmly determines a deliberate effect on the content, relations and differences between the textual constituents, which is seen in the choice of specific means for expressing incentive modality in the speech sub-genres under study. Political slogans are characterized by the inclusive calls types that are supported with directive-and-komissive speech acts, non-verbal patterns with a high degree of incentive modal assertion. Advertising slogans are mostly built of directive speech acts with the verbs in the imperative mood forms of a second person singular, which helps to create the effect of trust between the addresser and the addressee. A common feature of discursive strategies in the types of persuasive discourse under consideration is the use of constatives, speech acts, aimed at arranging the system of moral standards and values required.

Key words: political slogan, advertising slogan, persuasive discourse, incentive modality, speech impact.

Citation. Vaulina S.S., Kuksa I.Yu. Linguistic Strategies and Realization of Incentive Modality in Political Slogan and Advertising Slogan. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2, Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2018, vol. 17, no. 2, pp. 63-73. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2018.2.7

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