Y. Zubkova
STRATEGIES FOR REALIZING THE PRAGMATIC POTENTIAL OF PR-TEXTS IN ENGLISH OF INTERNATIONAL COMPANIES
The article is devoted to the ways for realizing the pragmatic potential of PR-texts in English of international companies. The relevance of the stated issue is explained by the fact that strategies of filling the expression of the pragmatic potential remain poorly studied and require deeper research, as in the conditions of the modern economy, when the supply significantly exceeds the demand, and the level of competition between organizations is extremely high, it is the text with the well-composed pragmatic potential, that helps companies to stand out, attract new customers and outsell their competitors in the market. The ability of PR-texts to exert a psychological impact on a recipient is understood as the pragmatics of the PR-text in English. It was revealed that there are four main strategies for the implementation of the pragmatic characteristics of the PR-text in English (strategy of logical persuasion, evaluation, appeal to the senses, optimization of language means), each of which has a number of sub-strategies. All examples taken from relevant PR-texts in English of international companies demonstrate the filling of texts with the strongest pragmatics thanks to the diversity of stylistic devices. It was also found out that in a situation when a non-verbal part is added to the verbal part, the pragmatic potential of the text becomes stronger. Such semiotically rich texts are especially popular among international companies because they avoid the language barrier.
Keywords: PR-text, strategy, sub-strategy, pragmatic potential, international company, influential effect.