Культура речи в зеркале рекламных объявлений: региональные особенности
Speech Culture in the Mirror of Advertisements: Regional Specific Features

Summary/Abstract: The article presents observations on regional specific features of speech culture, which are analysed on the material of advertisements in the Russian newspapers of Lithuania. The language of advertisements clearly reflects any changes occurring in different areas of life, it manifests a variety of regional features most clearly. The advertising discourse is actively affecting the speech practice of the speakers; therefore attention to problems of speech culture of exactly advertising texts is very essential. The article considers the issues of speech culture of advertisements discussed in the terms of language norms first of all. Advertisements reflect typical features of the modern speech culture, which are caused by active processes in the Russian language of the most recent period on the one hand and by the particularity of the lingual contacting on the other hand. In the situation of the lingual contacting, the communicative importance of language units becomes essential for normative assessments in the linguistic consciousness of bilinguals, and this must be taken into account in solving the problems of speech culture.

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