Архив журнала
ТЕОРИЯ ТЕКСТОВЫХ МИРОВ: ПЕРСПЕКТИВЫ ИССЛЕДОВАНИЯ РЕКЛАМНОЙ КОММУНИКАЦИИ
- 263
- Файл статьи: PDF
Abstract: The article explores the basic notions of the Text
World Theory by analyzing the terms scheme, frame,
script, scene, MOP, etc. The argument is that the theory
is adequate for analyzing the worlds projected in the
advertising discourse in order to pursue a definite
communicative purpose − to make the addressee buy
the product
