| Abstract [eng] |
Written signs are of double-plan: they have both content and form. Regulations establish the ways of expression, in other words, the usual usage of language characters, are interesting and can be analyzed only from the language practice, language culture side. Actualized expression is much different. The paper examines: for what reasons are new language expression means and possibilities are sought, what unexpected means and methods are chosen to express the contents. So it is urgent to discuss in detail how the system of symbols is used in today's increasingly growing advertising, how they are given new sense and actualized. This theme in Lithuanian linguistics has been in little interest. Aim of this paper: to analyse from pragmatic approach actualization techniques of linguistic signs in printed ads, to reveal the possible selection reasons and to discuss any unusual usage patterns. Tasks of the paper: to provide systematic theoretical material on writing and written sign, actualization and advertising concept issues; to collect such amount of Lithuanian / Lithuanian artists-created printed advertising models that correctly reflects written sign actualization patterns and to objectively investigate them; to identify and classify according to types the written signs actualized in spoken ads; to analyze actualization techniques and briefly discuss their meanings; to summarize the resulting with objective conclusions. Subject of research: the formal advertising side i.e. means of expression. Content plan is analysed to the extent it is necessary to discuss for expression interpretation. While analysing the written sign actualization techniques, basic language errors encountered are ignored. The following methods were applied: pragmatic analysis and interpretation, fact comparison, description, counting. After having performed pragmatic written ad sign actualization investigation, it was revealed that the written signs are actualized on the basis of similarity of form or content. Using of sudden, unusual signs is directed to make effect. All the actualization cases found are used to grab attention of the addressee and to urge buying the advertised product or service. So, seeking for suggestibility and maximum efficiency of advertisement, written sign actualization is an original ad text creation tool. |
