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The News of Altai State University
Print ISSN 1561-9443
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Content of 4(26) 2002
Philisophy and Pedagogics
Philisophy and Pedagogics

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V.T. Plakhin, O.T. Korosteleva

Advertising: A journey to semantic fall

Many specialists are of opinion that the author of an advertisement text (so-called copywriter) must not be influenced by his own interests, preferences, and emotions concerning the goods he helps to promote.
Vice versa he must organize his work taking the semantic field of his typical recipient into consideration. Bridging the communication gap the copywriter must remove all the propositions that the average person would not be able to comprehend from an advertisement text. So advertisement discourse should become sufficiently primitive and transparent to resolve lexical ambiguity and to guarantee monosemantic interpretation. In fact the author does not deal with real people that represent mental variability but he deals with hypothetically-built identifying model based on the minimal intellectual level. So advertising is a communication strategy that represses the growth of meaning and reproduces the "one-dimensional man" situation again and again.

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