About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”)

O. Selemenova

doi:10.12737/2587-9103-2021-10-5-78-85

UDC 81

ABOUT THE FUNCTIONING OF PUNCTUATION MARKS IN THE ADVERTISING COMMUNICATION OF GLOSSY MAGAZINES (ON THE EXAMPLE OF THE RUSSIAN EDITION OF THE INTERNATIONAL MAGAZINE “TATLER”) About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”)

АА Аа

Published in Scientific Research and Development. Modern Communication Studies · Volume 10, Issue 5 · Pages 78–85 · Rubric: Image, advertizing and business communication

DOI: https://doi.org/10.12737/2587-9103-2021-10-5-78-85

Received: 25.10.2021 Accepted: 24.03.2024

Authors

O. Selemenova

Academic degree: doctor of philological sciences

Science rang: docent

I.A. Bunin Yelets State University Professor · Department of the Russian language, Methodology of its teaching and Documentation · Russian Federation · Yelets

ABSTRACT

The article analyzes the features of the use of disjunctive, intensifying and separating punctuation marks in the advertising texts of commercial communication of glossy magazines. The relevance of the topic is due to linguists’ interest to the normative aspect of punctuation of the verbal part of advertising messages, to the influencing potential of paralinguistical active means, including syngrahemics. The research material is glossy periodicals, which, due to the special content and accumulation of various types of stereotypical ideas, ensures the effectiveness of the advertising text. The author comes to the conclusion that in the commercial advertising texts of the glossy magazine “Tatler” the dash is the most effective punctuation mark in terms of the optimal combination of segmenting and interpretive potential. It is noted that in the advertising text the punctuation marks become an auxiliary means of influencing the recipient's psychoemotional state to the verbal component in accordance with copywriter’s idea.

KEYWORDS

glossy magazine; advertising text; punctuation; punctuation marks; communicative function

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GOST

Selemenova O. A. About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”) // Scientific Research and Development. Modern Communication Studies. 2021. no. 5. pp. 78-85. DOI: https://doi.org/10.12737/2587-9103-2021-10-5-78-85. (Date of access 30.10.2026).

MLA

O. Selemenova. "About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”)." Scientific Research and Development. Modern Communication Studies 10.5 (2021): 78-85. DOI: https://doi.org/10.12737/2587-9103-2021-10-5-78-85.

APA

Selemenova O. A. (2021). About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”). Scientific Research and Development. Modern Communication Studies, 10(5), 78-85. https://doi.org/10.12737/2587-9103-2021-10-5-78-85

Chicago

O. Selemenova. "About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”)." Scientific Research and Development. Modern Communication Studies 10, no. 5 (2021): 78-85. https://doi.org/10.12737/2587-9103-2021-10-5-78-85.

WIKI

{{cite journal | author = Selemenova O. A. | title = About the Functioning of Punctuation Marks in the Advertising Communication of Glossy Magazines (on the Example of the Russian Edition of the International Magazine “Tatler”) | journal = Scientific Research and Development. Modern Communication Studies | year = 2021 | volume = 10 | issue = 5 | pages = 78-85 | doi = 10.12737/2587-9103-2021-10-5-78-85 }}

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