Representation of the ecolinguistic paradigm of etiquette formulas in advertising interviews

Don State Technical University, Gagarina square, 1, Rostov-on-Don, 344000, Russia

^* Corresponding author: vartanova.n@gs.donstu.ru

Abstract

Advertising discourse has a number of features related to the specific context in which the communication takes place. The addressee is usually sceptical, while the addresser uses the entire arsenal of language to make an impact. In this article, we focus on the use of etiquette formulas in interviews. The representation of the cultural code of the ecolinguistic paradigm is particularly diverse in formulas of speech etiquette. Etiquette (fr. étiquette - label, tag, etiquette) is the rules of behavior that ensure the maintenance of the existing in a given society (community) perceptions of what is appropriate [17]. Speech etiquette reflects the principles of communicative behaviour in a communication situation, considering role models and communication context. Speech etiquette implements ready, standardized, stable speech acts: both situations and applied speech formulas are standard. The article explores the concept of speech etiquette formulas in the system of advertising discourse, in the context of advertising interview, from the perspective of pragmatics and linguoculturology, as part of linguistic ecology.