Formal language technologies as an example of use of precedent phenomena in advertising texts

Kravchenko Mikhail Aleksandrovich, Kravchenko Oksana Viktorovna

This paper presents the analysis of examples of the use of precedent components culturally, pragmatically and situationally conditioned in advertising discourse. Based on the study of the corpus of examples, the attempt is made to detect, classify and justify the technologies by which the precedent text is integrated into the advertising text. In accordance with the classification criteria, there are two formal language technologies for the use of precedent phenomena in advertising: citation technology and quasi-citation technology

Keywords:Precedent phenomenon, advertising discourse, formal language technologies, citation technology, quasi-citation technology