Foreign-language graphics and orthography in advertisements

Abstract: 

The article deals with the use of various foreign language elements in Russian advertisement discourse. Texts, made up by combining the Roman and Cyrillic scripts and paragrapheme phenomena, have a pragmatic focus. However, the insertion of foreign language elements distorts both the graphics and the spelling of words. The author questions the idea of using foreign language means in Russian advertisement text.

Key words: 

advertising discourse, advertisement, foreign elements, graphic means, Cyrillic script, Roman script.

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