Journal of Siberian Federal University. Humanities & Social Sciences: Search Engine Optimized Texts: Communicative, Pragmatic and Linguistic Aspects

Journal of Siberian Federal University. Humanities & Social Sciences / Search Engine Optimized Texts: Communicative, Pragmatic and Linguistic Aspects

Full text (.pdf)

Issue: Journal of Siberian Federal University. Humanities & Social Sciences. 2016 9 (12)
Authors: Nikolaev, Fyodor A.
Contact information: Nikolaev, Fyodor A.: St. Petersburg State University of Economics 21 Sadovaya Str., Petersburg, 191011, Russia;
Keywords: advertising discourse; SEO-text; corpus data analysis; technogenic addressee; discourse strategies; discourse tactics
Abstract: This article describes some linguistic and communicative-pragmatic peculiarities of English SEO-optimized texts and defines the place of this type of texts in the genre structure of advertising discourse. The article is based on the results of the comparative analysis of the two corpora. The target corpus contained SEO-optimized texts selected from the main pages of the websites of large retail companies; the referential corpus consisted of texts of ads from the web pages of periodicals. The results of the corpus data analysis allow to conclude that as a genre variation of the advertising discourse the SEO-text is characterized by several features unusual for historically formed “prototypical” advertising text: the extremely high number of nouns in relation to the total number of verbs, a low percentage of the lexical variability, a high number of adjectives in the superlative degree implementing evaluative function (“self-glorification”), which is not typical of modern dynamics of advertising texts
Pages: 2978-2985
Paper at repository of SibFU: https://elib.sfu-kras.ru/handle/2311/30312

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).