Comparative Analysis Of Rhythm In Advertising Texts Supported By Proserhythmdetector Automated Tool

Abstract

The article presents an overview of works discussing tools for advertising text analysis as well as advertising text rhythmic characteristics. Based on the theoretical knowledge gained, we conclude that linguistics lacks a comprehensive understating of algorithms for advertising text rhythm analysis. The aggregate of rhythmic devices has a fragmented structure. The article in hand provides analysis of rhythmic devices that have not so far been covered in other works. The authors present a comparative research of English and Russian advertising texts identifying their language-specific rhythmic characteristics. The research was conducted using the ProseRhythmDetector automated tool which permits the search and statistic analysis of such rhythmic devices as anaphora, epiphora, simploce, epanalepsis, epizeuxis, polysyndeton, chiasmus, aposiopesis, repetition of sentences of a similar communicative purpose type. According to the research, diacope proves to be the most frequent rhythmic device both in English and Russian advertising texts, followed (in the descending order of their frequency) by epiphora, anaphora and polysyndeton in English, and anaphora, polysyndeton and repetition of interrogative sentences in Russian. Generally, the number of rhythmic devices in English advertising texts is 22% bigger than in Russian.