69273 skanuj0005 (498)

III. H3blK KOHKPETHbIK KflH/WIOB KIIMMYHHKflUHH

napeHTe3 bo3Mo;*:ho BapbHpoBaTb Mo^aAtHyio OKpameH-hoctb TeKCTa h fta^Ke H3MeHHTb ero cmmca.

BHeceHHe b tckctbi peKAaMbi napeHTe3 npeACTaBAHeT-ch BnoAHe o u p a bas hh M m h HepeAKo noMoraeT OKa3aTb bo3-AsńcTBHe na aApecaTa. To, HacKOAtKO HCKycHo h tohko aBTop HcnoAŁ3yeT napeHTe3y, 0Ka3biBaeT B03AeńcTBHe Ha 3(JuJ)eKTHBHOCTb TeKCTa b peAOM. FIpH aHaAH3e napeHTera-necKHX BHeceHHH CAeAyeT y^LJHTbmaTb, hto HcnoAb30BaHHe 3H3KOB npeiiHHaHHH aah hx BbiAeAeHHH TpeSyeT onpeAeAeH-hoh npocoAHH. BapbHpoBaHHe npocoAHHecKHx MOAHiJiHKa-

PHH n03B0AaeT AOCTHHb 3f|)tJ)eKTHBiIOrO B03AeńCTBH5I. CAeAyeT oTMeTHTb aacToe ynoTpe6AeHHe b peKAaMHbix TeKCTax CpaBHHTeAbHO npOTHXCeHHbIX BHeceHHH, npH nOMOlIlH KO-TOpbIX HBTOpaM TeKCTOB yAaeTCH BBeCTH BTOpHHHblH nAaH nOBeCTBOBaHHH, AflTb AOnOAHHTeAbHyiO HHCfjOpMaHHK). B 3a-BHCHMOCTH OT 3HaHHMOCTH BTOpHHHOH HH(J)OpMapHH, ee POAH B TeKCTe H3MeHHeTCfl H npOCOAHHeCKOe BOCnpOH3Be-AeHHe AaHHoń Baera. HHorAa HH<J>opMaijHH, coAepncamaHCH BO BHeceHHH, HaCTOAbKO BaHCHa, HTO Heo6xOAHMOCTb. ee npocoAHHecKoro BbiAeAeHHH hbahbtch oneBHAHOH.

B peKAaMHbix TeKCTax 3naKH, CAyncamne aah BbiAeAe-hhh napeHTeTHHecKHx BHeceHHH (cABoeHHbie 3anHTbie, THpe H CKo6kh), pa3AHHaiOTCH no HaCTOTHOCTH H 3(Jxj5eK-thbhocth ynoTpeSAeHHH. KopoTKne napeHTeTHnecKHe BHeceHHH OCjlOpMAHIOTCH nOCpeACTBOM CABOeHHbIX 3anHTbIX. CABoeHHbie rape h ckoSkh o4)OPMahk>t SoAee npoTHHceH-Hbie napeHTeTHnecKHe BHeceHHH. 3anHTbiMH BbiAeAHioTCH «pa3Hoo6pa3Hbie napeHTeTHnecKHe BHeceHHH, KorAa penb HAeT O npOCTeHIHHX CAyHaHX, B OCo6eHHOCTH o KAHHIHpO-BaHHbIX BHeceHHHX H HaCTOAbKO KOHBeHpHOHaAbHbIX B CBOeM 0(J)OpMAeHHH, HTO HHK3KHX BOnpoCOB He B03HHKa-eT» [.ĄoAroBa, 1980, 132], B peKAaMHbix TeKCTax TaKHe BHeceHHH ctoht, KaK npaBHAo, b HanaAe npeAAOHceHHH.

CAeAyioiHHH CAynan HcnoAb30BaHHH CABoeHHbix 3a-nHTbIX HBAHeTCH AOCTaTOHHO HeTHnHHHbIM H nOTOMy 3a-CAyncHBaeT ocoSoro bhhm3hhh.

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B npeAAOHceHHH The Wave radio is available directly from Bose... nocpeACTBOM CABoeHHbix 3anHTbix BbiAeAHeT-ch AOCTaTOHHO npoTHnęeHHoe napeHTeTHHecKoe BHeceHHe. B AanHOM cAynae BnoAHe bo3mohcho 6biao 6bi ynoTpeOHTb CABoeHHbie rape — KaK rpaMMaranecKH (aa» BbiAeAeHHH

fląbiK pemaMbi

npoTH^KeHHoń, He kahuihpobhhhoh napeHTe3bi), TaK h ceMaHTHHecKH (cAOBa the most respected name in sound noĄHepKHBaioT aoctohhctbo h coAHAHOCTb (Jjhpmłi Bose, HBAHK>meHCH KpynHbIM npOH3BOĄHTeAeM My3bIKaAbHOH annapaTypbi).

PaccMOTpHM CAynań ynoTpeSAeHHH CABoeHHoro rape:

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MHcjDopMau.HH, 3aKAioHeHHasi b CĄBoeHHbix rape, o6pa-m,aeT BHHMaHHe HHTaTeAeń Ha ocHOBHoe aoctohhctbo peKAaMHpyeMOH CHCTeMbi Ovid Fuli Text: aa^ nc>Ab30BaTe-

AH, 6e3yCAOBHO, HBAHeTCH Bćl>KHbIM TOT (JiaKT, HTO AaHHaH CHCTeMa ri03B0A«eT Hanra Hynoioe caobo (rAaBy, CTpoHKy h t. A-) b cocTaBe peAoro TeKCTa. Tnpe BbinoAHHeT 3Kcn-peccHBHyio cJ)yHKpHK)_f npHBAeKan BHHMaHHe k HanSoAee cymecraeHHbiM ocoóeHHOCTHM peKAaMHpyeMoro TOBapa.

B ckoSkh MOHteT 3aKAK>HaTbCH KaK BTopocTeneHHan,

TaK H OHeHb BaHCHaH HHlJlOpMapHH. O(})0pMAeHHe BHCKa-3bIBaiIHH B BHAe OTAeAbHbIX lipeAAOJKCHHH H HX BbiAeAe-HHe nocpeACTBOM ckoSok ycHAHBaeT SKcnepccHBHOCTb TeKCTa h noAnepKHBaeT 3HaHHMOCTb HHcJjopMapHH.

(We Planted The Seeds For Their Growth.)

ynoTpeÓAeHHe b oahom TeKCTe pa3Hbix nyHKTyau,H-ohhmx 3HaKOB no3BOA«eT aBTopaM AOCTHHb onpeAeAeH-HOH HepapXHHHOCTH B BOCnpHHTHH napeHTeTHHecKHx BHecei-iHH. B peKAaMHbix TeKCTax 3HaKH, cAyntaipne aah BbiAeAeHHH napeHTei'HHecKHx BHeceHHH (cABoeHHbie 3a-nHTbie, rape h cko6kh), pa3AHHaiOTCH no nacToraocra h 3(jKj)eKTHBH0CTH ynoTpeSAeHHH. 3anHTbIMH BblAeAHIOTCH pa3HOo6pa3Hbie iiapeHTeranecKHe BHeceHHH, KorAa penb HAeT o npocTeHuiHx CAyHanx, b ocoSeHHOcra o kahihhpo-BaHiibix BHeceHHHX. CABoeHHbie rape h cko6kh ocjiopM-ahiot SoAee npoTHjKeHHbie napeHTeTHnecKHe BHeceHHH.

HepeAKO co3A3TeAH peKAaMbi o6pamaiOTCH k ncnoAb-30BaHHK> HAHOM, HHTdT, 06pa30B 3HaMeHHTbIX AHHHOCTeH. HanpHMep:

«For I ne'er saw true beauty till this night».

William Sharespeare, nin Romeo and Juliet, Act 1, Scene 5.