(Ad language)

In modern Russian society, advertising has become a necessary condition for promoting goods to the buyer, an integral part of everyday life.

As noted by A. A. Zalevskaya, the reader's perception and understanding of an advertising text is primarily a process of correlating the content extracted from the text with its social experience, the process of reformulating the text content in "terms" of their experience (Zalevskaya A. A. Understanding the text: a psycholinguistic approach. Kalinin, 1988).

One of the important components of print advertising is precedent texts. Y. N. Karaulov calls precedent texts " significant for a particular person in cognitive and emotional relations, having a superpersonal character, i.e. well-known to the general environment of this person, including her predecessors and contemporaries, and, finally, those that appeal to which it is repeated repeatedly in the discourse of a given linguistic personality" (Karaulov Yu. N. Russian language and linguistic personality, Moscow, 1987, pp. 216-237). He suggests the following scheme of ways of existence of precedent texts: primary, secondary or transformed through another kind of art, semiotic (i.e., the way that the reference to the original text is given by a hint, reference, sign).

Studying the structure of the " foreign text "in fiction and the" foreign text " in mass publishing requires a fundamentally different approach. At present, the idea of the a priori secondary nature of mass texts, formulated by Yu. V. Rozhdestvensky, has become obvious:" Mass information - a secondary, non - queried text-is intended to regularly and promptly inform the recipient about current events " (Rozhdestvensky Yu. V. Theory of Rhetoric, Moscow, 1997, pp. 592-593). Yu. V. Rozhdestvensky explains the presence of secondary features in the texts of fiction by the initial orientation of the authors of literary texts towards originality, which can manifest itself, in particular, in intertextuality. Mass text based on the information provided by-

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mine, mainly by news agencies, press services, sociological structures, the Internet, etc., is the result of processing primary texts and is secondary in its status.

We find it interesting to analyze changes in the content-structural initial basis of case texts used in advertising, including in print.

20 high-circulation publications, such as "7 Days", "Behind the Wheel", "Goods and Prices", "Modus", "Beauty", "Marie Claire", "Cars", "Lisa", "Brownie", "Cult of Personalities", "Planet Beauty" served as the material for observations", "Auto review", "Moscow behind the wheel", "Klakson", "Tourism and recreation", "Motor", " Rest!", "Arguments and Facts", "Autopanorama", "Services and prices" for 1995-2000.

What types of deformations do precedent texts in print advertising undergo?

According to our observations, literal citations are less common than quasi-citations. Among the literal citations, the following options are highlighted in the case text submission::

1) Reproduction of the quote itself outside the verbal context that is created by the pictorial series. For example, the title of the famous poem by N. A. Nekrasov "Who lives well in Russia" is used in advertising an anti-theft system (Autorevue. 1995. N 22) and is accompanied by the following view series: on a winter country road, a modern car and a horse in a team are moving nearby. The advantage of modern technology is beyond doubt.

And here is another interesting example of using a quote from Gogol: "What Russian doesn't like fast driving?!"when advertising chip tuning ("the most economical way to increase the power of your car") - "Behind the wheel". 1999. N 9; an unusual species range - horse racing-is of interest.

2) The quote is included in the speech context of the advertised product as part of a simple sentence: "The thief should be in jail, not in your car" (advertisement for car security systems. - "Behind the wheel". 1996. N 5); cf.: "A thief must sit in prison "(a phrase from the movie "The meeting place cannot be changed") and as part of a complex sentence-the quote is adapted to advertise this advertising object: "Big is seen at a distance, and the details are on the EPSON printout" (advertising printers. - "7 Days". 1999. N 12), cf.: "Big is seen at a distance" (S. Yesenin. A letter to a woman).

3) The nominative offer develops to a two-part offer, without specifying the product in the advertising of the Russian Gems store: "Treasure Island is waiting for you!" (Fifth wheel. 1996. N 3), cf.: "Treasure Island" - the title of a novel by R. L. Stevenson.

4) Known interest in the complexity of" processing " case law-

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cta is represented by a quotation in a sentence complicated by an adverbial turn. The idea is continued, but the advertising concretization is given in the visual series: "The lady checked in the luggage ... don't forget to keep it with you... new plastic card of the Bank of Moscow" (advertising of plastic cards. - "Behind the wheel". 1999. N 7); compare the original quote from the poem by S. Y. Marshak with the specific row: "A lady handed in a sofa, suitcase, valise, picture, basket, cardboard box and a small dog", and the advertisement shows not only all the above-mentioned items of luggage and their owner, but also the advertised product-a plastic card.

Here is another example of concretization: "Distribution of elephants from SONY "(advertising audio and video equipment company SONY. - "7 Days". 1999. N 4) is accompanied by a pictorial row: elephants carrying tape recorders; cf. source text: "Materialization of spirits and distribution of elephants" (I. Ilf, E. Petrov. Golden calf).

5. Truncated citations are equally interesting: "All the more beautiful and white... "(advertising SAMSUNG TVs. - "7 Days". 1999. N 5), cf.: "Am I the cutest, most beautiful, and whitest person in the world?" (A. S. Pushkin. The tale of the dead Princess and the Seven Heroes); "Learning is light! "(advertising for the Humanities University of Natalia Nesterova. - "7 Days". 1997. N 9), compare: "Learning is light, and ignorance is darkness"; " An old friend is better... "(advertising of washing machines "Oka". - "Goods and prices" - 2000. N 22), wed: "An old friend is better than two new ones".

Quasi-citations among precedent texts in print advertising are much more common (67.5 percent of the total number of ads with precedent texts).

According to our observations, the external transformations of precedent texts in print advertising are very diverse (all the features of their use cannot be described in one article). However, most often they look like this: the quote keyword is replaced with another one that is thematically related to the ad text. In this case, both the first word of the quoted text and the last component can change. Here are some examples: "September has already come" (shampoo advertisement. - "7 Days". 1997. N 9), wed: "October has already come" (A. S. Pushkin. Autumn); "Spring Kiss" (advertising a holiday program at a resort hotel. - "7 Days". 2000. N 2), compare: "Autumn Kiss", a song performed by A. Pugacheva; " Number that is always with you "(advertising pagers and mobile phones. - "7 Days". 1998. N 3), cf.: "The holiday that is always with you "(title of the story by E. Hemingway).

And in the following texts, the last component of the quote changes: "Once again about Betadine "(advertising an antiseptic drug. - "7 Days", 1999. N 1), cf.: "Once again about love "(title of the film based on the play by E. Radzinsky "104 pages about Love"); "How does a woman start? "(Capris tights advertisement - "7 Days". 1998. N 6). cf.: "From what

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Homeland begins? " (title of the song from the movie "Shield and Sword");

"Pure English quality "(advertising cigarettes "Sovereign". - "Behind the wheel". 1998. N 2), cf.: "Purely English murder" (title of the film).

To a rare but very interesting type of quasi-gravity, we refer such cases of text deformation in which negation is used:

"Beauty does not require sacrifice" (shampoo advertisement. - "7 Days". 1997. N 10), cf.: "Beauty requires sacrifice"; " See everything, hear everything "(advertising car radios. - "Behind the wheel". 1997. N 4), cf.: "I don't see anything, I don't hear anything... "(lines from the song). In the latter case, we observe a restructuring of the syntactic structure.

In print advertising, there are deformations of case texts with changes in two components, for example:: "Modest charm of nature "(advertising cosmetics company Green Mama". - "Brownie". 1999. N 11), cf.: "The modest charm of the bourgeoisie"; " This world is available to us! "(Aeroflot advertising. - "Behind the wheel". 1996. N 12), wed: "How beautiful this world is!". Some citations are very popular and vary repeatedly, for example, the transformation of the name of the popular movie "The Girl of my dreams": "Sky of your Dreams "(advertising TRANSAERO), " Kitchens of your dreams "(advertising kitchens of the company "Kogupa"), " Peaches of your dreams! "(advertising the company-supplier of fruits, juices, canned food and so on); "Passion for furs "(advertising furs. - "7 Days". 1998. N 12), cf.: "The St Matthew Passion" (composition by J. Bach); "And a good mood won't leave you anymore VAX" (advertising vacuum cleaners company VAX. - "7 Days". 1997. N 2), cf.: "And a good mood won't leave you anymore" ("Song about a good mood" from the movie "Carnival night");" Nightmare on VAZ Street" (advertising for car alarms. - "Behind the wheel". 1999. N 1); cf.: "A nightmare on Elm Street "(the name of the movie); " Your good should be with your fists! "(advertising car security systems. - "Behind the wheel". 1997. N 2), cf.: "Good must be with fists"; " Attraction of sound "(advertising audio equipment for cars. - "Behind the wheel". 1999. N 11), cf.: "Attraction of the Earth "(lines from a popular song of the Soviet era).

Researchers note that a person's willingness to enrich the text generated by him with fragments from previously perceived texts is observed in all types of speech. The ability to use these fragments, the number and genre of quoted texts are important indicators of the stylistic qualities of advertising.

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