Functions of quotations in english advertising texts
DOI 10.51955/2312-1327_2022_3_98
Abstract. The article considers the functions of quotations in English printed advertising texts. It provides a summary of Russian and foreign scientists’ works on intertextuality, precedence and precedent phenomena, quotation and its functions, and the features of advertising texts. Advertisement is characterized by brevity, and advertisers resort to various linguistic means, in particular, to quotations, which, due to their complexity, make it possible to express more in fewer words. A new structural type of quotations, fake quotations, is observed; such quotations belong to fictional authors. The study reveals the frequency, sources, and structural characteristics of quotations in advertising texts through intertextual and contextual analysis. In total, six functions of quotations are identified: persuasive, ludic, image-forming, attractive, informative, and delimitative. Persuasive, ludic, and attractive functions occur in advertising text more frequently. The results of the study prove the importance of quotations in order to make advertising texts more impressive and increase the potential marketability of the product.
Keywords: quotation, advertisement, intertextuality, precedence, types of quotation.
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