Language features of the legends genre as the basis of storytelling technology in advertising discourse

Irina P. Savchuk; Irina S. Karabulatova; Sergey A. Golubtsov; Valentina V. Zelenskaya; Bigaysha Z. Akhmetova

Irina P. Savchuk Federal State Budgetary Educational Institution of higher education. «Yugra State University», Khanty-Mansiysk, Russia.
Irina S. Karabulatova Department of Foreign Languages of the Philological Faculty Peoples' Friendship University of Russia (RUDN-university), Moscow, Russia.
Sergey A. Golubtsov Department of Foreign Languages №2, Kuban State Technological University, Krasnodar
Valentina V. Zelenskaya Department of French Philology, Kuban State University, Krasnodar, Russia.
Bigaysha Z. Akhmetova Department of Theory of Languages and Literature, Kostanay State University named after A. Baytursynov, Kostanay, Kazakhstan.

Keywords: Storytelling, genre legends, advertising, language features.

Abstract

Modern world life dictates its own rules and procedures also with respect to advertising. But how is it possible to attract attention of a potential buyer, to maximally interest him in products or services? The answer is pretty simple. People’s purchases base on their inner convictions and preferences, which, in turn, are generated by information received from outside. Organizations involved in the production and provision of services have long understood this pattern. This is what can justify the emergence of such a linguistic phenomenon as «storytelling». Research experts and experience in the field of advertising proved effectiveness of its application. It should be noted that the storytelling technology is based on the legend genre. In other words, in order for potential buyers to have an interest in relation to the consumption of a certain type of product or service, they should be as interested as possible by presenting relevant information. The legend used for this is nothing more than a narration about a product or service in a somewhat embellished form, aimed at influencing the target audience. In order for the legend, as the basis of the storytelling technology in advertising, to succeed, it is necessary that it meets certain language requirements. It should be emotional, bright, rich, etc. Urgency of the problem associated with the study of topics, voiced in the subject of the article, is justified by topicality of the studied issue, its influence on the life of society.

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Author Biographies

Irina P. Savchuk, Federal State Budgetary Educational Institution of higher education. «Yugra State University», Khanty-Mansiysk, Russia.

Post-Gradient Student. Federal State Budgetary Educational Institution of higher education. «Yugra State University», Khanty-Mansiysk, Russia.

Irina S. Karabulatova, Department of Foreign Languages of the Philological Faculty Peoples' Friendship University of Russia (RUDN-university), Moscow, Russia.

Doctor of Philology, Professor, Academician of the Russian Academy of Natural Sciences, Professor of the Department of Foreign Languages of the Philological Faculty Peoples' Friendship University of Russia (RUDN-university), Moscow, Russia.

Sergey A. Golubtsov, Department of Foreign Languages №2, Kuban State Technological University, Krasnodar

Candidate of Philology, Associate Professor of the Department of Foreign Languages №2, Kuban State Technological University, Krasnodar

Valentina V. Zelenskaya, Department of French Philology, Kuban State University, Krasnodar, Russia.

Doctor of Philology, Professor, Department of French Philology, Kuban State University, Krasnodar, Russia.

Bigaysha Z. Akhmetova, Department of Theory of Languages and Literature, Kostanay State University named after A. Baytursynov, Kostanay, Kazakhstan.

PhD of Philology, Associate Professor, Head of the Department of Theory of Languages and Literature, Kostanay State University named after A. Baytursynov, Kostanay, Kazakhstan.

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