Marina А. Gasanova
Dagestan state university, Russian Federation
The article is devoted to the specifics of Dagestanian advertising discourse and the problem of the emergence of communicative failures. The relevance of the study is due to the importance of advertising in the system of mass communication, its insufficient study in the linguistic and pragmatic aspect. The material for the study was the Russian-language advertising texts selected by the continuous sampling method. The advertising discourse of the Dagestanian segment is characterized by ethno-cultural and linguistic eclecticism, which is associated with the polyethnicity of the region. Dagestanian advertising communication is characterized by a number of such features as intentional non-display of a person associated with religious prescriptions, ethno-cultural transformation of precedents, inclusion of appeals characteristic of Caucasians in the discourse, active playing on the topic of bigamy in the advertising text, intentional and unintentional mistakes. The paper considers the main causes of communicative failures associated with errors of emotional impact, when ambiguity appears in the advertising text, an additional interpretive plan. A violation of the balance between the mandatory components of communication – context, addressee, addressee and code – leads to the emergence of communication failures. The sources of communicative failures may be precedent names that the addressee could not decode, or they caused negative associations; various kinds of errors and cases of violation of lexical compatibility; ambiguity of perception caused by occasionalisms. The context factor is also a significant condition for the successful implementation of advertising communication.
Keywords: Dagestan, advertising discourse, communicative failure
For citation: Gasanova, M.A. Communication failures in Dagestanian advertising discourse[online] //Sociolinguistics. 2021. No. 4 (8). Pp.39–46. (In Russ.) DOI: 10.37892/2713–2951–4–8–39–46