Comparative analysis of Russian-language and French-language advertising slogans in the context of their communicative and pragmatic features

Abstract

The study aims to identify and compare the communicative and pragmatic features of Russian-language and French-language advertising slogans in the context of their semantic-stylistic and linguocultural specifics. The paper examines the semantic-stylistic features of advertising slogans in Russian and French in the framework of comparative analysis, reveals the relationship between the semantic content, the choice of stylistic models of the representation of slogans and their linguocultural propositions. The study is novel in that it is the first to analyse the communicative and pragmatic features of Russian-language and French-language advertising slogans in the context of considering their semantic-stylistic and linguocultural specifics. As a result, it was proved that advertising slogans are characterised by both universal communicative and pragmatic strategies (attraction, persuasion and suggestion, etc.) and differential features (in particular, the strategy of “soft” influence on the audience is peculiar to French-language slogans, while the strategy of “active” influence is peculiar to Russian-language ones).