Ways and means of creating expressiveness in English and Russian-language advertisements during COVID-19 pandemic

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

^* Corresponding author: cybenko.E@gs.donstu.ru

Abstract

Covid 19 is a turning point in the development of society and certainly it has an impact on language in general and the language of advertising in particular. This article analyses the complex nexus of multi-dimensional impacts of the pandemic on the advertising text. The advertising text is oversaturated with linguistic means, with the help of which information is most effectively transmitted, aimed at a potential consumer in order to encourage them to take an action related to the acquisition (use) of goods and services. The special organization of the advertising text (stylistic devices, special syntax, "reinforced" punctuation) betrays the pragmatic aspect of the message. In this article, based on the material of advertising texts during the COVID-19 pandemic, the means of expressiveness in English and Russian-language advertisements are considered and analyzed at the phonetic, syntactic and punctuation levels of the language. The means of strengthening the pragmatic potential of the advertising text include, first of all, expressiveness. Expressiveness is one of the most important potential enhancers of an advertising message. The way expressiveness is one of the key linguistic problems. In this article, we focused on the significance of the linguistic essence of expressiveness, its place and structure in the language system in order to analyze the expressive possibilities of expressive means, the conditions and methods of their use in an advertising text.