The Persuasive Text of Publisher's Annotations: A Linguocultural Aspect

In the article, from the standpoint of a linguocultural approach, the means of creating persuasiveness in texts of publisher's annotations are considered. On the material of media resources (the largest specialized sites offering literary and artistic publications), the problem of promoting literary and artistic books and reading in the media is investigated. The author's focus is on verbalized cultural units-linguaculturemes. In annotations, they form a specific space of value-based meanings that affect the addressee of a book advertisement, stimulate readers' interest and form their expectations of vivid impressions from a beautiful promise. Linguaculturemes are found at two levels of the content of a text: factual and interpretative. The purpose of linguaculturemes is to accentuate the virtues of three objects: the writer, the work, and the addressee. At the factual level, information is transmitted about the place of the advertised book in the world of literature, its popularity among readers, about the plot, about the author of the work, his/her life, destiny, and creativity. At the interpretative level, the key idea of the work, its language and style are presented; the addressee is characterized; an anticipation of the pleasure of reading the advertised book is formed. All the mentioned components of the text are aimed at satisfying the reader's value needs and refer to aesthetic information, being an integral element of the annotation as a “promotion” text. The results of the analysis of persuasive annotation texts show that the means of verbalization of value-based meanings that can cause a stylistic effect are special signals of aesthetic information. Their purpose is to perform pragmatic-aesthetic functions, which include the creation of an image, an emotional impression, and conditions for an intellectual game. The main means of creating a persuasive text of publisher's annotations that make up the linguaculturemes are identified and illustrated: intertextual, periphrastic, emotional signs, pragmatic and aesthetic attributes, semantic analogies and dialogization types. The author comes to the conclusion that linguaculturemes are not only a means of creating a literary context, but also a tool for achieving marketing goals: they effectively implement the pragmatic intention of the “agent” advertiser to convince the addressee (the potential reader/buyer) of the “product”. The intentions of the seller agent are implemented only thanks to the cultural mediator knowing “persuasive writing”, through which the book is attractive, the recipient's attention is focused on the merits of the work, personal interest in reading it is evoked, and value-based meanings are transmitted. The named features of the text of the annotation determine the effect of marketing communication in the field of literary and artistic books: the reader's conviction in the advisability of purchasing goods, which contributes to the promotion of the publisher's product.

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