Language game as an effective means of addressing in advertising
Abstract
The article raises the problems of text effectiveness in advertising. Language game is effective means
of addressing information, since the subject of the language game can only be adequately understood by the addressee
who has been foreseen by the advertiser. The author analyses the most common examples of language
game used in advertisements of verbal and visual types and shows the effectiveness of their influence on the addressee.
Language game devices are examined both on the verbal level and on the level of visual image. The text
analysis based on language game is supported by the results of consumer preferences questionnaires which widen
the idea of effective communication in advertising when perlocutive effect is achieved by the correct use of original
means of addressing information, one of which is language game.
of addressing information, since the subject of the language game can only be adequately understood by the addressee
who has been foreseen by the advertiser. The author analyses the most common examples of language
game used in advertisements of verbal and visual types and shows the effectiveness of their influence on the addressee.
Language game devices are examined both on the verbal level and on the level of visual image. The text
analysis based on language game is supported by the results of consumer preferences questionnaires which widen
the idea of effective communication in advertising when perlocutive effect is achieved by the correct use of original
means of addressing information, one of which is language game.
About the Author
Лариса Ухова
Ярославский государственный педагогический университет
им. К.Д. Ушинского
Russian Federation
Russian Federation
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