V. Stepanov
PROVOKING IN ADVERTISING
The author explores provocative genres of speech in texts of mass communication as a way of presenting pragmatic information, and considers characteristics of different provocative strategies, such as confession and care in modern media and advertisement texts. The research is based on the data of three contemporary European languages. Skills of provocation are described as a part of communicative competence of mass communication specialists. The skills comprise not only knowledge and feeling of the “live material” of language in general, but also constant monitoring of sense dynamics in phrases, interconnections of verbal and visual codes in texts.
Keywords: provocation, manipulation, provocative discourse, provocative genres, genre-related strategies
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