Document Type : Research Article
Department of Romano-Germanic Philology, Institute of Philology and Intercultural Communication, KFU
Department of Romance Philology, Russian State Pedagogical University A.I. Herzen; Assistant, Institute of Foreign Languages, St. Petersburg State University
International language research in advertising emphasizes the importance of product-language matching. Advertisements with a match are more efficient; however, their effectiveness has not been compared with that of advertisements in the native language of consumers, which are not limited to matched goods but are used for a variety of products. The study intends to provide a summary of the speech techniques utilized to effectuate the communicative strategy of attracting attention in advertising discourse. The study material comprises 200 Spanish and 200 Russian advertising texts. The linguo-pragmatic investigation of the selected books revealed that for the purpose of implementing the communicative strategy of attracting attention, the advertising discourse of Spain and Russia employs speech procedures at different levels of the language. A comparative analysis of speech techniques demonstrates both the difference in the language structure and the distinction of the analyzed linguistic cultures. Eventually, it can be concluded that the particular measure for drawing attention, both in Spanish and in Russian texts, is to make use of foreign borrowings.