Cognitive technologies for using precedent phenomena in advertising texts

Kravchenko Mikhail Aleksandrovich, Kravchenko Oksana Viktorovna

This paper presents an analysis of examples of the use of precedent components, culturally, pragmatically and situationally determined in advertising discourse. Based on the study of the corpus of examples, an attempt is made to detect, classify and justify technologies that integrate case text into advertising text. According to the classification criteria, three cognitive technologies are distinguished: transfer technology, image programming technology, and cognitive deformation technology.

Keywords:Precedent phenomenon, advertising discourse, cognitive technologies, transfer technology, image programming technology, cognitive deformation technology.