Positive assessment evolution models in information and advertising magazine articles

The article considers specificity of positive assessment evolution in information and advertising magazine articles. Texts in information and advertising magazines are aimed at presentation of new products, popularization of modern leisure activities, acquaintance with 'heroes of our time', realities unfamiliar for the Russian reader and not typical of the Russian worldview. The main function of information and advertising magazines implies advertising the product, describing its advantages, motivating of potential consumers. The texts there are saturated with emotive-assessment vocabulary that has high actuation potential. An important role in the reader's demand for active actions formation is performed by text structure and the character of positive assessment evolution. Assessment evolution is performed by means of assessment theses totality, which presents a consistent succession of basic or explicative theses. The parameter indicated is the basic criterion for differentiation of positive assessment evolution models in information and advertising magazine articles. The analysis of a significant amount of texts has shown that positive assessment evolution is based on two models implying 1) successive evolution: from the basic thesis, stated in the foreword, to the first paragraph thesis, from the first paragraph thesis - to the second paragraph, etc.; 2) simultaneous evolution: all the theses, specifying positive assessment, are subordinate to the basic thesis. However, in the majority of information and advertising texts the determined models are combined. Positive assessment evolution in information and advertising magazine articles can be added up to the models indicated. At the same time, the multitude of structural, verbal and nonverbal modifications of text separate blocks providing text structure individuality is limitless. Meanwhile, the texts of the type considered have the advertising function and the pragmatic objective of actuation in common. In the article attention is paid both to lexical and nonverbal means of the assessment component formation in the text. Information and advertising texts are peculiar for visualization approach application in assessment formation. This method, enabling visual demonstration of subjects and phenomena described and being an efficient subsidiary information source, is implemented by means of using colour, image, etc. It is highlighted that positive assessment evolution has a high actuation potential.

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