Language Means of Rhythmization of German Commercial Advertising Slogans
Journal Title: Вісник Житомирського державного університету імені Івана Франка - Year 2017, Vol 85, Issue 1
Abstract
Investigation of the rhythm is one of the central problems of modern linguistics. It has already been acknowledged, that rhythm is inherent not only in poetry, but also in prosaic texts belonging to different functional styles. Rhythm is a complex concept and it is usually created by using different language means. The role of the article is to define specific rhythmic features of German commercial advertising slogans. It has been stated, that assonance, alliteration and rhyme are the most frequent phonetic tools, used to create rhythm. In a considerable number of slogans rhythm is produced by the regular alteration of stressed and unstressed syllables. It was found out, that rhythmic and tone groups constituting a slogan tend to be of equal length, to have the same number of stressed syllables and a symmetrical or a near-symmetrical location of accents. At the lexical level rhythm is produced by different types of word repetition, most often by ordinary and anaphoric repetition. Syntactic parallelism and enumeration combined with such stylistic devices as anthisesis and gradation are the most frequently used means of rhythmization on a sentence level. The rhythmic pattern of a slogan results from the interaction of the above mentioned factors, their role being however quite different in every concrete case. The functional analysis has shown that rhythm is an important phonaesthetic device, exploited to create pleasant, harmonious effects, to strengthen the emotional impact of the utterance, to emphasize its logical content, to increase the memorability of a slogan thus leading to the intended perlocutionary effect.
Authors and Affiliations
T. P. Kovalyova
Keywords
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