Syntax of Native Advertising Publications in Glossy Periodicals
The question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | Russian |
| Published: |
Tsentr nauchnykh i obrazovatelnykh proektov
2020-10-01
|
| Series: | Научный диалог |
| Subjects: | |
| Online Access: | https://www.nauka-dialog.ru/jour/article/view/2044 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849223685296095232 |
|---|---|
| author | O. A. Selemeneva |
| author_facet | O. A. Selemeneva |
| author_sort | O. A. Selemeneva |
| collection | DOAJ |
| description | The question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion on the market — natural advertising that organically fits into the content of the site, print or online edition and helps to promote the brand’s products to the market. The novelty of the study is associated with the allocation, systematization and description of the main features of native publications: the functioning of bisubstantive sentences, question-answer complexes, connecting structures, definite personal one-part sentences with predicate verbs of the 1st and 2nd person singular; the use of bifunctional exclamation sentences, simple sentences, complicated by inserted constructions and introductory-modal words; the use of non-union complex sentences with explanatory semantic relations, complex sentences with explanatory-object and intrinsic-attributive clauses; introduction of various explicit intertextual units, etc. The author comes to the conclusion that the syntax of texts in the native advertising format as a whole is a hybrid formation, similar to the syntax, on the one hand, of direct advertising texts, and journalistic and PR-texts on the other. |
| format | Article |
| id | doaj-art-a0599e7c90aa48eab11f4f495551d256 |
| institution | Kabale University |
| issn | 2225-756X 2227-1295 |
| language | Russian |
| publishDate | 2020-10-01 |
| publisher | Tsentr nauchnykh i obrazovatelnykh proektov |
| record_format | Article |
| series | Научный диалог |
| spelling | doaj-art-a0599e7c90aa48eab11f4f495551d2562025-08-25T18:13:22ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952020-10-0111015917110.24224/2227-1295-2020-10-159-1711681Syntax of Native Advertising Publications in Glossy PeriodicalsO. A. Selemeneva0Methods of Teaching and Document Management, Bunin Yelets State UniversityThe question of the originality of the syntax of native advertising publications in Russian editions of international glossy magazines in 2018-2020 is considered. The relevance of the chosen topic is due to the interest of domestic and foreign experts in one of the modern formats of brand promotion on the market — natural advertising that organically fits into the content of the site, print or online edition and helps to promote the brand’s products to the market. The novelty of the study is associated with the allocation, systematization and description of the main features of native publications: the functioning of bisubstantive sentences, question-answer complexes, connecting structures, definite personal one-part sentences with predicate verbs of the 1st and 2nd person singular; the use of bifunctional exclamation sentences, simple sentences, complicated by inserted constructions and introductory-modal words; the use of non-union complex sentences with explanatory semantic relations, complex sentences with explanatory-object and intrinsic-attributive clauses; introduction of various explicit intertextual units, etc. The author comes to the conclusion that the syntax of texts in the native advertising format as a whole is a hybrid formation, similar to the syntax, on the one hand, of direct advertising texts, and journalistic and PR-texts on the other.https://www.nauka-dialog.ru/jour/article/view/2044direct advertisingnative advertisingglossy magazinesyntactic unitspersonificationactualizationexpressiveness |
| spellingShingle | O. A. Selemeneva Syntax of Native Advertising Publications in Glossy Periodicals Научный диалог direct advertising native advertising glossy magazine syntactic units personification actualization expressiveness |
| title | Syntax of Native Advertising Publications in Glossy Periodicals |
| title_full | Syntax of Native Advertising Publications in Glossy Periodicals |
| title_fullStr | Syntax of Native Advertising Publications in Glossy Periodicals |
| title_full_unstemmed | Syntax of Native Advertising Publications in Glossy Periodicals |
| title_short | Syntax of Native Advertising Publications in Glossy Periodicals |
| title_sort | syntax of native advertising publications in glossy periodicals |
| topic | direct advertising native advertising glossy magazine syntactic units personification actualization expressiveness |
| url | https://www.nauka-dialog.ru/jour/article/view/2044 |
| work_keys_str_mv | AT oaselemeneva syntaxofnativeadvertisingpublicationsinglossyperiodicals |