REFLECTION OF COMMUNICATION STRATEGIES AND TACTICS IN THE INTONATION SPEECH PATTERN (BASED ON THE MATERIAL OF SOCIAL ADVERTISING)

Abstract

Тhe article is devoted to the intonation design of texts related to social advertising. The purpose of the present work is to analyze the intonation features of advertising videos, their refl ection of typical communication strategies and tactics. By means of an audit analysis of sources, use of intonation transcription, the present work studies oral fragments of social advertising utilized in relevant modern media resources. Based on the research, some conclusions have been made, particularly that in social advertising in the Russian media the most frequent is the strategy for inducing action. There is also intimidation, demonstration of the obvious, strategy for communicative cooperation with the audience, etc. Intonation design videos in all cases accurately refl ect the communicative intention of advertisers; besides, it may vary according to dependence on the individual characteristics of the performers of the texts. Specifi c intonation means become to be tactical methods for implementing strategies: alternation of ascending and descending movements of the tone, change in rhythmic pattern, strengthening or weakening sound intensity, timbral variation, parallelism melodic contours, etc. Features of speech intonation fragments convey diversity of semantic content and a rich range of emotional and evaluative connotations of advertising texts. Intonation plays the most important role in the implementation of the axiological function of social advertising – the intonation pattern of speech creates a certain image in the listener’s mind, contributing to the formation of value guidelines, world-view of the target audience. The collected material demonstrates the signifi cance of intonological studies of various oral media texts, the relevance of this aspects in both linguistic and social sciences.