The external dialogicality of contemporary political advertising

Abstract

Within the framework of solving the problem of correlation between a dialogue and a monologue with a view of the communicative nature of the language modern researchers put forward regulations of the dialogue character as a specific property or an attribute of the monologue speech. The author allocates external and internal characters of dialogue in political advertising. Means of creation external dialogical character which realize orientation of speech on the addressee are considered in the paper, the status of the addressee and character of mutual relation between interlocutors are established. As the result of the political advertising texts analysis it was established that external dialogical character is realized through verbal and pronominal plural forms of the 2 nd person, «we»-forms, questions and question-answer units, and also forms of address and the Imperative Mood forms.