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No. 1

The peculiarities of modern advertising medical discourse of the OTC drugs

Liberal Arts in Russia. 2019. Vol. 8. No. 5. Pp. 361-370.
Get the full text (Russian)
License: Creative Commons Attribution-ShareAlike 4.0
https://doi.org/10.15643/libartrus-2019.5.6
Minlibaeva E. R.
Bashkir State University
32 Zaki Validi Street, 450076 Ufa, Republic of Bashkortostan, Russia
Email: el.sapiente@bk.ru

Abstract

The article discusses the concept of modern advertising medical discourse of OTC drugs and identifies its features. On the basis of German language material, it was established that the leading features of the modern printed medical discourse of OTC drugs, that is complex sociocultural phenomenon and performs a number of communicative and pragmatic functions in society, are the presence of a wide range of socially heterogeneous recipients, the active use of various extra-language tools (image, graphics, color), as well as extreme brevity and laconicism when using linguistic means with colloquial coloring. Together, these tools create an advertising image. The language tools include the slogan, information about the advertised product, its capabilities in terms of improving and stabilizing the health of potential buyers. Non-linguistic means include the image of a trademark, graphic and iconic means, color design. Each component of the advertising text carries certain information, is interconnected with others, helps to add expressiveness to the advertising. A harmonious combination of colors serves this purpose too. In the text of the advertisement of OTC drugs, advertisers try to use the same colors that are on the packaging of the advertised drugs. In the advertisement of OTC drugs, in addition to the images of the advertised drugs themselves, the images of happy people are actively used as the main background in order to convince the recipient that the drugs are irreplaceable and, thanks to the use of these drugs, the life will become more comfortable and healthier.

Keywords

  • • advertising medical discourse
  • • advertising of OTC drugs
  • • media discourse
  • • communicative and pragmatic function of advertisements
  • • addressant
  • • addressee

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