PRAGMALINGUISTIC ANALYSIS OF A RADIO ADVERTISING TEXT: RECONSTRUCTING N. JANICH'S MODEL (BASED ON RUSSIAN-LANGUAGE RADIO ADVERTISING)

The article deals with the pragmalinguistic analysis of a radio advertising text and with the development of an analytical toolkit for describing it. The starting point is N. Janich’s holistic model of advertising-text analysis, which is oriented mainly towards print and television advertising and lacks a stage for analysing sound elements. The main aim of the study is to reconstruct (extend) Janich’s model with regard to radio advertising by adding a stage for the analysis of the auditory partial text, drawing on H. Stöckl’s research into radio advertising. The material is a Russian-language radio commercial for Lada cars (Radio Ruxsor station). The analysis follows the stages of the model with reference to speech-act theory: it successively considers the extra-textual factors, the structure and form of the verbal and auditory partial texts, their content, as well as the synthesis of intra- and extra-textual factors and the final pragmalinguistic interpretation. It is shown that in radio advertising the persuasive potential is formed by the interaction of the verbal component (cohesion, recurrence of key words, argumentation in the form of questions and answers) and the auditory component (instrumental accompaniment, monological narration). The proposed reconstruction of the model is methodological in nature and can be applied to the analysis of radio advertising texts based on different language material.