Precedent Texts and Statements in Advertising for Children

Document Type: Research Article

Authors

1 Kazan Federal University

2 Ferdowsi University of Mashhad

Abstract

The article is dedicated to the advertising texts for children and teenagers and precedent texts in it. In spite of the growth of precedence in advertising discourse it doesn’t refer to advertising for children. The authors of advertising texts aimed at children and teenagers do not often appeal to precedent, which can be explained by the age features of advertising for children addressee. As it is known, the advertising text will have an impact if it is well understood by the majority of recipients, and children, due to their age don’t have a number of texts meaningful to them. Thus, one cannot be sure that they recognize the text and understand it right and one needs to be careful appealing to the precedence in advertising. Nevertheless, we should point that advertising for children uses precedent as an expressive means carefully. Precedent starts working only in case of being well-known. So such examples as citations from popular films and cartoons, children’s stated speech formulas, some speech “clichés” are found in advertising.

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