UDC 81

PROBLEM OF VOICE POLYPHONY IN THE CONTEMPORATY ADVERTIZING TEXT

Buryak Viktoria Victorovna
Southern Federal University
master student of the language theory and the Russian language department

Abstract
The article gauges the feasibility of applying the notion of polyphony (according to M.M. Bakhtin’s theory) to the contemporary advertizing text analysis. In is concluded that the contemporary advertizing text could expediently be interpreted as the sphere of heteroglossia and polyphony as well as of objectification of tight dialogic relations between all the subjects involved into the unfolding communica-tive process.

Keywords: advertizing message and text, dialogic features of the monologue, dialogic interrelations, dialogue, heteroglossia, monologue, polyphony, voice


Category: Linguistics

Article reference:
Problem of voice polyphony in the contemporaty advertizing text // Humanities scientific researches. 2017. № 4 [Electronic journal]. URL: https://human.snauka.ru/en/2017/04/23596

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