WAYS AND MEANS OF SUBJECTIVIZATION IN MODERN ENGLISH-LANGUAGE ADVERTISING TEXTS

Kobyzeva S. V., Kovshechnikova V. A.

The article is devoted to considering the ways and means of subjectivization used in modern English-language advertising texts. Subjectivization is defined as a process aimed at expressing the speaker’s personal attitude to what he says. The authors consider modalization mechanisms to be the main mechanisms of text subjectivization, since modality reflects the speaker’s viewpoint regarding the nature of the relations between an object of reality and its attribute, which he carries out in order to activate speech activity. The analysis shows that modern English-language advertising texts are characterized by expanding the resource base for expressing the speaker’s subjective (modal) attitude by involving in their semantic space a wide range of phonetic, lexical and grammatical means, which are capable of realizing various subjective attitudes of an emotional-evaluative and incentive nature in contextual conditions. In the advertising text subjectivity explicators are generally used integratively, due to which they significantly increase its semantic capacity, contributing not only to expressing the addresser’s opinion, but also to developing the necessary reaction of the addressee.

Keywords:subjectivity, subjectivization, advertising text, means of expression, modality