Artistic techniques reduce the engaging power of the slogan, but have a positive effect on its perception and memorization by the consumer. Slogan memorization increases:
alliteration:
Aquafresh toothbrush: cleans with shine, works head-on.
Nescafe Classic. Deep fresh taste.
Great taste! Great start!
Coffee Jockey. Look at life more cheerfully!
Wein: Der Weinbrand von achtzehn Karat.
Berliner Pilsner: Das Bier von hier.
Binding: Dir und mir Binding Bier.
Bommerlunder: Vor dem Bier, nach dem Essen, Bommerlunder nicht vergessen.
Wein: Rein aus Wein. Vollausgereifter Geschmack.
Apfelsaft: Apfelsaft wirkt fabelhaft.
Water freezes at 0 C.
Proven by Celsius.
Reliable household appliances exist.
Proven by Zanussi.
The slogan consists of two parts, constructed using the principle of syntactic parallelism. The order of words in sentences, even deliberate lexical repetition (the word proven), inspires the consumer with the idea that there is only one company worthy of trust.
The use of a pun becomes the basis for constructing an advertisement for washing powder:
Cleanliness - pure Tide.
The technique of parallelism - the same syntactic construction of segments of speech - makes the slogan concise and memorable.
There are things that cannot be bought.
For everything else there is Mastercard.
The slogan is based on an antithesis, expressed descriptively: a number of things cannot be bought (material values are listed) - everything else can be bought, and Mastercard will help with this.
There is time. There is Meller.
The advertising slogan is based on the use of the polysemy of the word is. Time is - the present tense form of the verb to be is used. There is Meller - the meaning “to eat” is added to the specified meaning of the word. The increase in meaning allows us to perceive the advertising product (iris) on a par with the philosophical category of time. Due to the ambiguity of the slogan, the perception of advertising can be different: it conveys to the buyer the idea that eating “Meller” is as necessary as drinking tea, brushing teeth, taking a shower, etc., that it is easy for the consumer to find time in life to eat toffee “ Meller".
Everyone is delighted with you. And you're from Maybelline.
The use of parcellation in the construction of this slogan and the chain connection between sentences make it possible to highlight the main thing in oral speech. In the first sentence the pronoun everything, in the second - the pronoun you help to perceive the movement of thought about what is a reason for delight.
It's good where we are
The slogan is short, energetic, and attracts attention. The slogan promises a certain benefit, a feeling of comfort and reliability. A transformation of the well-known expression is used. It is good where we are not with a change in meaning to a positive one. The logical emphasis in the original expression is on the word no, in the slogan - on the expression we are, which is perceived in the sense of “we are, we exist.” The slogan inspires a positive emotional state. Being externally distracted from the advertised product, he transfers a positive view as a whole to the advertised product.
The form and content of an advertising slogan can be analyzed at the sentence level. When composing a slogan, the type of statement is taken into account. An exclamatory sentence with a verb in the imperative mood is often found in advertising of youth products or consumer goods with a low price. When the target audience of advertising consists of highly educated people who are offered a technically complex and expensive product, a narrative sentence is used. Western manuals claim that an exclamatory sentence with a verb in the imperative mood can really push the consumer to a specific action.
- 1. Kein Pfand. Kein zurück. Apollinaris Silence ohne Kohlensäure. Jetzt in der neuen pfandfreien Verpackung. // Woman. - No. 15. - S. 1
- 2. Just CAVALLI // Lucky .Das Glamor Shopping-Magazin. - No. 1. - S. 1
- 3. Die Farbe, die nie erlischt. Neu Garnier 100% color. Die erste dauerhafte Coloration mit Mikromineralien. Pure Farbpigmente. Für extrem langen Halt. //Jolie. - No. 7. - S. 10
- 1. Abbreviations, abbreviations - new words with a given meaning
Abbreviations can hide or give rise to a new meaning of a word
- 1. Bin-nicht-da-Kapuze. Sehr passend, wenn deine Eltern mal wieder nicht anklopfen. Läss-dich-nicht-in-Stich-Deo ideal für peinliche Momente, die dich ins Schwitzen bringen. Rexona. Jetzt in drei tollen Duften // Joy. - No. 9. - S. 172
- 2. AYGO Nichts ist unmöglich. Toyota // Joy. - No. 9. - S. 186
- 3. Bei Eiern achten Sie doch auch auf die Herkunft. FSC Das Garantiesiegel für Holz, mit dem Sie weltweit Wälder schützen. // Woman. - No. 15. - S. 16
- 2. Labels, cliches
One of the most important means of manipulating public consciousness is “labeling,” when concepts that evoke contempt or other negative emotions in the common man are attached to a particular phenomenon or personality.
- 1. Ikea - das unmögliche Möbelhaus // Lisa. - No. 13. - S. 29
- 2. Raum für ihre Türme. Der neue Peugeot 308 SW. // Stern. - No. 31. - S. 24
- 3. Citroen - Intelligenz auf Rädern. // Stern. - No. 31. - S. 45
- 3. Quantification of language
Quantification of language occurs by introducing into use words like super, super, mini, etc., which allows us to emphasize the quantitative characteristics of things and relationships. In addition to this tool, manipulators often use numbers on their own, because the power of suggestion in numbers is very great, and text based on sometimes meaningless statistics is much more credible. After all, few people would think to count, or even check statistical data.
- 1. Vichy laboratoires. Befreien Sie die Mikrozirkulation und verleihen Sie ihrem Teint mehr Frische und ein stralendes Aussehen. Oligo 25. die Feuchtigkeitspflege für strahlend frischen Teint: +47% strahlendes Aussehen. Bereits nach 14 Tagen. Vichy. Weil Gesundheit auch Hautsache ist. //Jolie. - No. 7. - S. 14
- 2. Dove. Gut gepflegt. GleichmдЯig gebrдunt. Dove Sunshine Body Lotion. Gut für die Haut. Super fürs Aussehen. // Bild der Frau. - No. 19. - S. 19
- 3. Auch serienmдяig: elektrische Fensterheber, Klimaautomatik, Zentralverriegelung, BBS-Leichmetallräder, 195er Breitreifen, Lederlenkrad und noch vieles mehr. - 65.000 km Gleise. 31.000 Brücken. 86,000 Weichen. Mehr kann man für eine Fernbeziehung nicht tun. Die Bahn // Bild der Frau. - No. 4. - S. 51
Communication model
- - Lust glänzend auszusehen? Kein Problem mit dem Nivea Seiden Glanz Gel und Wax. Seidiger Glanz, extra starker Halt und extra Pflege. Alles andere liegt bei dir… Nivea Styling. Glanz. Halt. Pflege. //Jolie. - Nr.7. - S. 19
- - Woher kommt natрlich gepflegte Brdune? 1 Woche Ibiza. 1 Mal Nivea. Mit pflegender Feuchtigkeit für eine natürliche Brdune. Nivea Sun Selbstbrünungsspray. // Lucky. Das Glamor Shopping-Magazin. - Nr.1. - S. 123
Affective model
- - Metallisch blitzende Lippen. Extrem brilliant Halt. Neu forever metallics. Ich fühl" mich schön mit Jade Maybelline NY. // Lucky. -- Nr. 1. - S. 22
- - Gerolsteiner Linee hält den Energiehaushalt auf leichte Art stabil. Macht irgendwie lebendiger. // Bild der Frau. - Nr.19. - S. 46
Subject-professional model
Auch serienmäig: elektrische Fensterheber, Klimaautomatik, Zentralverriegelung, BBS-Leichmetallräder, 195er Breitreifen, Lederlenkrad und noch vieles mehr. - 65.000 km Gleise. 31.000 Brücken. 86,000 Weichen. Mehr kann man für eine Fernbeziehung nicht tun. Deutsche Bahn // Bild der Frau. - No.4. - S. 51
Psychoanalytically oriented approach to lateral programming of the human psyche
Das ideale Make-up für ihre Mischhaut. T-Zone: kein Glanz in Sicht. Trockene Zone: kein Spannungsgefühl! Loreal Paris // Lucky. Das Glamor Shopping-Magazin. - Nr.1. - S. 80
Hypnotic approach
- - Metallisch blitzende Lippen. Extrem brilliant Halt. Neu forever metallics. Ich fühl" mich schön mit Jade Maybelline NY. S.22 // Lucky. Das Glamor Shopping-Magazin. - Nr.1. - S.
- -Raus aus der Falle. Rein in die Frische. Weck deine Haut mit Frishe und Feuchtigkeit von bebe Young Care. // Lucky. Das Glamor Shopping-Magazin. - Nr.1. - S. 139
Neurolinguistic programming (NLP)
Biotherm Aquasource Skin Perfection: Frisch wie Wasser, kühl wie Eis und sanft wie Schnee. Neu Aquasource Non Stop. 24 Stunden Feuchtigkeit non Stopp. Gesteigerte Wirksamkeit. Und die Kraft wie von 5.000 Litern aktivem Thermalwasser. // Lucky. Das Glamor Shopping-Magazin. - Nr.1. - S. 3
At its core, the language of advertising is imperative and emotive, because the greatest effect of influencing a person’s will and mind is achieved through influencing his feelings. As a rule, the impact is on such primitive feelings as fear and joy.
It is known that the use of humor in advertising texts attracts much more attention, and also contributes to better assimilation of the information of the advertising message. Even if the advertisement talks about things that are unpleasant for the consumer, humor can soften the perception of such advertising, as if telling the consumer that he is not alone in his problem. In addition, the consumer will prefer advertising containing elements of humor rather than aggressive advertising.
Hält länger frisch, als Ihnen lieb ist. Der einzige Platz, an dem Lebensmittel nicht zu lange halten sollten, ist Ihr Teller. In Kühlschränken von AEG dagegen bleibt Frisches jetzt bis zu drei Mal länger frisch, appetitlich - und gesund. Die beiden "longfresh"-0є Celsius-Fächer mit separater Luftfeuchteregulierung lagern Ihren Fang vom Markt so lange artgerecht, bis er auf Ihrem Teller landet. // Stern. - No. 31. - S. 63
Sie weinen am liebsten gemeinsam. Er hat nur etwas im Auge. Kino. Da für werden Filme gemacht. // Joy. - No. 9. - S. 183
A sense of social security and a feeling of universal approval and respect
In the first case, general consumer goods such as drinks, cigarettes, clothing, cars, cosmetics and travel are advertised. In the second case, advertisers often provide statistics reflecting the number of people who have used their services.
Metallisch blitzende Lippen. Extrem brilliant Halt. Neu forever metallics. Ich fühl" mich schön mit Jade Maybelline NY. // Lucky .Das Glamor Shopping-Magazin. - Nr. 1. - S. 22
Status and prestige
Such advertising is aimed at 2 types of buyers: those who have already achieved success, and those who strive for it. Accordingly, goods will be presented as an integral attribute of a luxurious life or one of the ways to achieve it.
Raum für ihre Türüme. Der neue Peugeot 308 SW. // Stern. - No. 31. - S. 24
Just CAVALLI // Lucky .Das Glamor Shopping-Magazin. - No. 1. - S. 1
Healthy lifestyle
Natürlich stark. Ein ganzes Leben lang. Geben Sie ihrem Körper die Kraft der Natur - mit Alpro soya. Leicht bekömmlich und arm an gesättigten Fettsüren. Enorm, was Soya alles kann. Für einen Körper, in dem man gerne lebt. // Bild der Frau. - No. 19. - S. 45
Desire to own property
AYGO Nichts ist unmöglich. Toyota // Joy. - No. 9. - S. 186
Desire for self-expression, self-determination, creativity
I play my way. Vagary 2004 Farbenfroh und mit frischem Design, so präsentiert sich die neuen Vagary Uhren für die junge und aktive Frau. Unterstreichen Sie ihre Persönlichkeit mit einem aufregenden Stil! //Jolie. - No. 7. - S. 6
Sind Arzneimittel bald unbezahlbar? Wir haben was dagegen. Hexal. Arzneimittel ihres Vertrauens. // Woman. - No. 15. - S. 25
Psst...es gibt ein Pflaster, das schützt wie eine zweite Haut. Hansapflast SprьhЯPflaster - die schnelle Art der Wundversorgung. Hansaplast. Wir helfen heilen. // Bild der Frau. - No. 4. - S. 79
Curiosity
Was ich für meine Fitness tue? GenieYen. Neu: Joghurt Bonifaz! So raffiniert wie vielfältig. //Jolie. - No. 7. - S. 161
Self-indulgence or narcissism
Gönnen Sie sich ein bisschen mehr Aufmerksamkeit. Der Kia Picanto. // Joy. - No. 9. - S. 163
Extrem gut vorbereitet. Der neue Audi A3 Sportback mit agilem Dynamikfahrwerk. // Stern. - No. 31. - S. 8
household technique: AEG Die Form besticht. Die Technik überzeugt.
AgfaTechnik, die vom Profi kommt.
Amazone Ihr starker Partner für Land- und Kommunaltechnik.
Bang & Olufsen Technik zum Verlieben.
Bosch Technik furs Leben.
Constructa Moderne Technik - leicht gemacht.
CTT Technik menschlich.
Esso Forschung und Technik, die man tanken kann.
Fleischhauer TVC Professionelle Audio- und Videotechnik.
Gaggia Tradition. Technik. Kompetenz.
Hitachi Mehr SpaI an der Technik.
Honda Qualität und Technik die begeistert.
Köhler Dachtechnik Qualität an höchster Stelle!
Nordmende Galaxy Technik, die stimmt - in jedem Detail!
cars: Opel Technik, die begeistert.
Opel Ascona Fahrkultur durch reife Technik.
Opel Rekord Dynamische Technik im Windprofil.
Peugeot SpeedFight 2Spitzensportler mit Spitzentechnik.
Renault Autotechnik fur den Menschen.
Nissan Micra Vollgepackt mit Technik.
Kreidler Technik in Bewegung.
Jetbag Der Dachkoffer für alle Fälle. Perfect in Technik und Design!
Honda Ausgewogene Technik: Honda.
Goodyear Technik für morgen.
Fiat Temperament und Technik.
Brose Technik für Automobile.
Boge Technik die Sicherheit gibt.
Autohaus Schnitzler Audi Wir haben die Technik, Sie haben den Vorsprung.
Audi Gelassen fahren mit perfectekter Technik.
Alfa RomeoTechnik der Zukunft. Schon immer.
financial services:
Deutsche Drzte-Versicherung Finanzen im Ganzen.
Finanzen Carriere für Ihr Geld.
Finanzen Wissen was passiert, bevor es passiert.
Finanzen Clever Geld verdienen.
Finum Finanzhaus Logik in Finanzen.
FrauenVermögen Damit Frauen ihre Finanzen selbst in die Hand nehmen.
Moneyfinder Geld, Vermögen und Finanzen - go for it.
WeGoWir bringen Ihre Finanzen in Schwung.
medical supplies and drugs:
Frubienzym Die meistverwendete Halsmedizin.
Larylin Larylin ist Medizin. gegen Husten.
Activita Gesundheit in der Balance.
5 am Tag Die Gesundheitskampagne mit Biss.
AOK Die Gesundheitskasse.
AOK Für Ihre Gesundheit machen wir uns stark.
Arend/Wessling Gesundheit ist mehr als nicht krank zu sein.
Aronal/Elmex Spezialisten für Zahngesundheit.
Bad Heilbrunner Die Kraft der Natur für Ihre Gesundheit.
Bahn-BKK Zug um Zug Gesundheit.
Bekunis Gute Verdauung ist die Basis für gute Gesundheit.
Bekunis-Tee Für Ihre Gesundheit täglich eine Tasse Bekunis-Tee.
Beurer Gesundheit und Wohlbefinden.
Bioluft Wir holen aus der Luft das heraus, was Ihre Gesundheit gefährdet!
Bionorm Gewicht verlieren, Gesundheit gewinnen.
Doppelherz System Gesundheit mit System.
Dynavit-Trainer Partner der Gesundheit.
Enjoyliving Gesundheit. Entspannung. Wohlbefinden.
Fachapotheken (CH) Gesundheit hat ein neues Zeichen.
Focus Online Gesundheit Wissen, was mir hilft.
Hansal Gesundheit, die schmeckt!
The rest of the slogans examined (about 60%), which advertise alcoholic beverages, cigarettes, jewelry, watches, products for women, and food products, are emotional:
alcoholic drinks drinks:
Henninger Gerste lNicht ohne. Aber ohne Alkohol!
Issumer Alkoholfrei Man trinke und staune.
Veltins Malz Schmeckt frisch. Macht frisch. Alkoholfrei, nicht so sьЯ und voller Energie.
Warsteiner Premium alkoholfrei 100% Genuss - 0.0% Alkohol.
Erdinger Alkoholfrei 100% Regeneration für 100% Leistung.
Paulaner Alkoholfrei Kaum ein Unterschied. Auch im Geschmack. Paulaner Alkoholfrei.
St. Sin No.1 Und die Alkoholfahne ist gegessen.
Suchtprävention Hamburg Alkohol. Irgendwann ist der Spass vorbei.
Anker Mehl (AT) Erst ausprobiert...dann paketiert.
Binding Dir und mir Binding Bier.
Bommerlunder Vor dem Bier, nach dem Essen, Bommerlunder nicht vergessen!
Carlsberg Wahrscheinlich das beste Bier der Welt.
Dab Aus Liebe zum Bier.
Eichhof (CH) Das ist Bierkultur.
Fohrenburger (AT) Das fabelhafte Bier.
GatzGatz. Unser Bier.
Gemeinschaftswerbung Brauereien Ein bier kommt selten allein.
Giessener Pilsner Frischer Genuss ist unser Bier.
Haake-Beck Das bier von hier.
Hansa-PilsEins der Biere, die Dortmund behrmt gemacht haben.
HolstenEin packends Bier.
Jacob Wahrscheinlich das beste Weiäbier der Welt!
Kulmbacher Aus der heimlichen Hauptstadt des Bieres.
LicherLicher Bier. Aus dem Herzen der Natur.
Puntigamer (AT) Das bierige Bier.
Stauder Pils Die feine Art, Bier zu brauen. Die feine Art, Bier zu genieäen.
WeihenstephanUrsprung des Bieres.
jewelry: AurelisSchmuck der mir passt!
Christian BauerSchmuck der Zeichen setzt.
Dugena FachgeschäfteIhre Experten für Uhren, Schmuck und ... gute Ideen!
Fahrner-SchmuckWieder entzückt, beglückt... Fahrner-Schmuck.
Meister DiamantschmuckMoments forever.
SabonaSchmuck mit Funktion.
SeikoDer quarz-genaue Schmuck.
Weiss Goldrichtig für Schmuck und Uhren.
WempeWempe hat den Schmuck von Welt.
AlpinaUhren, die mehr als die Zeit angeben.
Braun Weckuhren So angenehm kann Aufstehen sein.
Chopard Happy SportBrillant rund um die Uhr.
CitizenDie Uhr, um die man Sie beneidet.
Dugena 444 AutomaticEine Uhr, die einfach zu Ihnen gehört.
Dugena AlpinaDugena-Alpina - die Uhr der Dame, die das Edle liebt.
Eterna MaticDas letzte Wort in Uhren.
Georg Jensen SpangenuhrDie zeitlose Uhr.
Iseco TTC LonglifeDie Uhr für eine kleine Ewigkeit.
JunghansGute Zeit mit Junghans-Uhren!
Mauthe FamosDie Markenuhr von Weltruf.
products for women:
Alpecin Coffein Shampoo Doping fur die Haare.
Bebe Young Care Soft Care Shampoos Einfach schönes Haar.
CrisanDie Kur im Shampoo.
Dufipon Shampoo Seidenweiches Haar durch Dufipon.
Glem Das Vorbild des Ei-Shampoos.
Irsa Shampoo Haarwäsche ohne Tränen.
Nivea Shampoo Die Pflege, die man sieht, spürt, fühlt.
Respond Grüner Apfel ShampooSchönes Haar, das man am Duft erkennt.
Shamtu Shampoo Shamtu Shampoo bringt Spannkraft ins Haar!
Wella Balsam Shampoo Die Balsam-milde Schönheitspflege.
Margaret Astor Wir haben den Lippenstift neu erfunden: Flipstick.
8x4 Deo Seife Dreifach wirksam auf einmal: reinigt - erfrischt und desodoriert.
Atlantic Seife Natürlich stimulierend wie eine Meerwassermassage.
Atlantic Seife Die belebende Frische von Seetang und Meer.
Dalli Das ist die Doppelwirkung von Dalli mit waschaktiver Seife.
Dalli ToiletteseifeDalli macht den Alltag froh.
Fa-Seife Die wilde Frische, die unter die Haut geht.
KalodermaSeife, Wie die Haut sie braucht.
Patina Seife Siehst du ein Ding mit Streifen - denk an Patina-Seifen.
Ax Dry Es ist mehr als ein Deodorant. Es ist ein Antitranspirant.
MUM-Deodorant MUM macht die Männer verrückt!
Palmolive Deodorant (CH) Starke Leistung unter höchster Belastung.
Riar Deodorant-SprayWird mit jeder Hitze fertig.
Everyone knows well that art is the self-expression of an individual, and literature, therefore, is the self-expression of the writer’s personality. The “baggage” of a writer consists of vocabulary, speech techniques, skills in using these techniques. The richer the artist’s palette, the greater the possibilities he has when creating a canvas. It’s the same with a writer: the more expressive his speech, the brighter his images, the deeper and more interesting his statements, the stronger the emotional impact his works can have on the reader.
Among the means of speech expressiveness, more often called “artistic devices” (or otherwise figures, tropes) in literary creativity In first place in terms of frequency of use is metaphor.
Metaphor is used when we use a word or expression in a figurative sense. This transfer is carried out by the similarity of individual features of a phenomenon or object. Most often, it is metaphor that creates an artistic image.
There are quite a few varieties of metaphor, among them:
metonymy - a trope that mixes meanings by contiguity, sometimes suggesting the imposition of one meaning on another
(examples: “Let me eat another plate!”; “Van Gogh is hanging on the third floor”);
(examples: “nice guy”; “pathetic little man”; “bitter bread”);
comparison is a figure of speech that characterizes an object by comparing one thing with another
(examples: “like the flesh of a child is fresh, like the call of a pipe is tender”);
personification - “revival” of objects or phenomena of inanimate nature
(examples: “ominous darkness”; “autumn cried”; “blizzard howled”);
hyperbole and litotes - a figure in the meaning of exaggeration or understatement of the described object
(examples: “he always argues”; “a sea of tears”; “there wasn’t a drop of poppy dew in his mouth”);
sarcasm - evil, caustic mockery, sometimes outright verbal mockery (for example, in rap battles that have become widespread recently);
irony - a mocking statement when the speaker means something completely different (for example, the works of I. Ilf and E. Petrov);
humor is a trope that expresses a cheerful and most often good-natured mood (for example, the fables of I.A. Krylov are written in this vein);
grotesque is a figure of speech that deliberately violates the proportions and true dimensions of objects and phenomena (often used in fairy tales, another example is “Gulliver’s Travels” by J. Swift, the work of N.V. Gogol);
pun - deliberate ambiguity, a play on words based on their ambiguity
(examples can be found in jokes, as well as in the works of V. Mayakovsky, O. Khayyam, K. Prutkov, etc.);
oxymoron - a combination in one expression of the incongruous, two contradictory concepts
(examples: “terribly handsome”, “original copy”, “pack of comrades”).
However, verbal expressiveness is not limited to stylistic figures. In particular, we can also mention sound painting, which is an artistic technique that implies a certain order in the construction of sounds, syllables, words to create some kind of image or mood, imitating the sounds of the real world. The reader will often encounter sound writing in poetic works, but this technique is also found in prose.
- Red wolf - message about a rare animal
Among the known species of animals in the fauna world, those that have features due to which they can be classified as rare are distinguished. It may be unusual appearance, warm skin or nutritious meat of an animal
- Soap - message on chemistry grade 10
Any self-respecting person cannot live without soap. It symbolizes cleanliness and personal hygiene. From a scientific point of view, soap is a solid or liquid substance.
- Laws of Hammurabi - report message
The code of laws of Hammurabi is the oldest monument of written laws. It was created by one of the rulers of Babylon of the Hammurabi dynasty. The text of the laws was carved on basalt tablets. Subsequently, at the beginning of the twentieth
- How to teach a child to work and work?
Today, the younger generation often, instead of doing housework or helping relatives in some other area of activity, simply choose to walk down the street or play computer games.
If you look at the sky, you will see the sun. Without the sun, life on Earth is impossible. The sun has attracted people's attention for thousands of years. In ancient times they worshiped him and made sacrifices.
As you know, the word is the basic unit of any language, as well as the most important component of its artistic means. The correct use of vocabulary largely determines the expressiveness of speech.
In context, a word is a special world, a mirror of the author’s perception and attitude to reality. It has its own metaphorical precision, its own special truths, called artistic revelations; the functions of vocabulary depend on the context.
Individual perception of the world around us is reflected in such a text with the help of metaphorical statements. After all, art is, first of all, the self-expression of an individual. The literary fabric is woven from metaphors that create an exciting and emotionally affecting image of a particular work of art. Additional meanings appear in words, a special stylistic coloring, creating a unique world that we discover for ourselves while reading the text.
Not only in literary, but also in oral, we use, without thinking, various techniques of artistic expression to give it emotionality, persuasiveness, and imagery. Let's figure out what artistic techniques exist in Russian.
The use of metaphors especially contributes to the creation of expressiveness, so let's start with them.
Metaphor
It is impossible to imagine artistic techniques in literature without mentioning the most important of them - the way of creating a linguistic picture of the world based on meanings already existing in the language itself.
The types of metaphors can be distinguished as follows:
- Fossilized, worn out, dry or historical (boat bow, eye of a needle).
- Phraseologisms are stable figurative combinations of words that are emotional, metaphorical, reproducible in the memory of many native speakers, expressive (death grip, vicious circle, etc.).
- Single metaphor (eg homeless heart).
- Unfolded (heart - “porcelain bell in yellow China” - Nikolai Gumilyov).
- Traditionally poetic (morning of life, fire of love).
- Individually-authored (sidewalk hump).
In addition, a metaphor can simultaneously be an allegory, personification, hyperbole, periphrasis, meiosis, litotes and other tropes.
The word “metaphor” itself means “transfer” in translation from Greek. IN in this case we are dealing with the transfer of a name from one object to another. For it to become possible, they must certainly have some similarity, they must be adjacent in some way. A metaphor is a word or expression used in a figurative meaning due to the similarity of two phenomena or objects in some way.
As a result of this transfer, an image is created. Therefore, metaphor is one of the most striking means of expressiveness of artistic, poetic speech. However, the absence of this trope does not mean the lack of expressiveness of the work.
A metaphor can be either simple or extensive. In the twentieth century, the use of expanded ones in poetry is revived, and the nature of simple ones changes significantly.
Metonymy
Metonymy is a type of metaphor. Translated from Greek, this word means “renaming,” that is, it is the transfer of the name of one object to another. Metonymy is the replacement of a certain word with another based on the existing contiguity of two concepts, objects, etc. This is the imposition of a figurative word on the direct meaning. For example: “I ate two plates.” Mixing of meanings and their transfer are possible because objects are adjacent, and the contiguity can be in time, space, etc.
Synecdoche
Synecdoche is a type of metonymy. Translated from Greek, this word means “correlation.” This transfer of meaning occurs when the smaller is called instead of the larger, or vice versa; instead of a part - a whole, and vice versa. For example: “According to Moscow reports.”
Epithet
It is impossible to imagine the artistic techniques in literature, the list of which we are now compiling, without an epithet. This is a figure, trope, figurative definition, phrase or word denoting a person, phenomenon, object or action with a subjective
Translated from Greek, this term means “attached, application,” that is, in our case, one word is attached to some other.
The epithet differs from a simple definition in its artistic expressiveness.
Constant epithets are used in folklore as a means of typification, and also as one of the most important means of artistic expression. In the strict sense of the term, only those whose function is words in a figurative meaning, in contrast to the so-called exact epithets, which are expressed in words in a literal meaning (red berries, beautiful flowers), belong to tropes. Figurative ones are created when words are used in a figurative meaning. Such epithets are usually called metaphorical. Metonymic transfer of name may also underlie this trope.
An oxymoron is a type of epithet, the so-called contrasting epithets, forming combinations with defined nouns of words that are opposite in meaning (hateful love, joyful sadness).
Comparison
Simile is a trope in which one object is characterized through comparison with another. That is, this is a comparison of different objects by similarity, which can be both obvious and unexpected, distant. It is usually expressed using certain words: “exactly”, “as if”, “similar”, “as if”. Comparisons can also take the form of the instrumental case.
Personification
When describing artistic techniques in literature, it is necessary to mention personification. This is a type of metaphor that represents the assignment of properties of living beings to objects of inanimate nature. It is often created by referring to such natural phenomena as conscious living beings. Personification is also the transference of human properties to animals.
Hyperbole and litotes
Let us note such techniques of artistic expression in literature as hyperbole and litotes.
Hyperbole (translated as “exaggeration”) is one of the expressive means of speech, which is a figure with the meaning of exaggerating what is being discussed.
Litota (translated as “simplicity”) is the opposite of hyperbole - an excessive understatement of what is being discussed (a boy the size of a finger, a man the size of a fingernail).
Sarcasm, irony and humor
We continue to describe artistic techniques in literature. Our list will be complemented by sarcasm, irony and humor.
- Sarcasm means "tearing meat" in Greek. This is evil irony, caustic mockery, caustic remark. When using sarcasm, it creates comic effect, however, there is a clear ideological and emotional assessment.
- Irony in translation means “pretense”, “mockery”. It occurs when one thing is said in words, but something completely different, the opposite, is meant.
- Humor is one of the lexical means of expressiveness, translated meaning “mood”, “disposition”. Sometimes entire works can be written in a comic, allegorical vein, in which one can sense a mocking, good-natured attitude towards something. For example, the story “Chameleon” by A.P. Chekhov, as well as many fables by I.A. Krylov.
The types of artistic techniques in literature do not end there. We present to your attention the following.
Grotesque
The most important artistic techniques in literature include the grotesque. The word "grotesque" means "intricate", "bizarre". This artistic technique represents a violation of the proportions of phenomena, objects, events depicted in the work. It is widely used in the works of, for example, M. E. Saltykov-Shchedrin (“The Golovlevs,” “The History of a City,” fairy tales). This is an artistic technique based on exaggeration. However, its degree is much greater than that of a hyperbole.
Sarcasm, irony, humor and grotesque are popular artistic techniques in literature. Examples of the first three are the stories of A.P. Chekhov and N.N. Gogol. The work of J. Swift is grotesque (for example, Gulliver's Travels).
What artistic technique does the author (Saltykov-Shchedrin) use to create the image of Judas in the novel “Lord Golovlevs”? Of course it's grotesque. Irony and sarcasm are present in the poems of V. Mayakovsky. The works of Zoshchenko, Shukshin, and Kozma Prutkov are filled with humor. These artistic techniques in literature, examples of which we have just given, as you can see, are very often used by Russian writers.
Pun
A pun is a figure of speech that represents an involuntary or deliberate ambiguity that arises when used in the context of two or more meanings of a word or when their sound is similar. Its varieties are paronomasia, false etymologization, zeugma and concretization.
In puns, the play on words is based on the jokes that arise from them. These artistic techniques in literature can be found in the works of V. Mayakovsky, Omar Khayyam, Kozma Prutkov, A. P. Chekhov.
Figure of speech - what is it?
The word “figure” itself is translated from Latin as “appearance, outline, image.” This word has many meanings. What does this term mean in relation to artistic speech? related to figures: questions, appeals.
What is a "trope"?
“What is the name of an artistic technique that uses a word in a figurative sense?” - you ask. The term “trope” combines various techniques: epithet, metaphor, metonymy, comparison, synecdoche, litotes, hyperbole, personification and others. Translated, the word "trope" means "turnover". Literary speech differs from ordinary speech in that it uses special phrases that embellish the speech and make it more expressive. Different styles use different means of expression. The most important thing in the concept of “expressiveness” for artistic speech is the ability of a text or a work of art to have an aesthetic, emotional impact on the reader, to create poetic pictures and vivid images.
We all live in a world of sounds. Some of them evoke positive emotions in us, others, on the contrary, excite, alarm, cause anxiety, calm or induce sleep. Different sounds evoke different images. Using their combination, you can emotionally influence a person. Reading works of literature and Russian folk art, we perceive their sound especially keenly.
Basic techniques for creating sound expressiveness
- Alliteration is the repetition of similar or identical consonants.
- Assonance is the deliberate harmonious repetition of vowels.
Alliteration and assonance are often used simultaneously in works. These techniques are aimed at evoking various associations in the reader.
Technique of sound recording in fiction
Sound painting is an artistic technique that is the use of certain sounds in a specific order to create a certain image, that is, a selection of words that imitate the sounds of the real world. This technique in fiction is used both in poetry and prose.
Types of sound recording:
- Assonance means “consonance” in French. Assonance is the repetition of the same or similar vowel sounds in a text to create a specific sound image. It promotes expressiveness of speech, it is used by poets in the rhythm and rhyme of poems.
- Alliteration - from This technique is the repetition of consonants in a literary text to create some sound image, in order to make poetic speech more expressive.
- Onomatopoeia is the transmission of auditory impressions in special words reminiscent of the sounds of phenomena in the surrounding world.
These artistic techniques in poetry are very common; without them, poetic speech would not be so melodic.
Genres (types) of literature
Ballad
A lyric-epic poetic work with a clearly expressed plot of a historical or everyday nature.
Comedy
Type of dramatic work. Displays everything ugly and absurd, funny and absurd, ridicules the vices of society.
Lyric poem
A type of fiction that emotionally and poetically expresses the author's feelings.
Peculiarities: poetic form, rhythm, lack of plot, small size.
Melodrama
A type of drama in which the characters are sharply divided into positive and negative.
Novella
A narrative prose genre characterized by brevity, a sharp plot, a neutral style of presentation, lack of psychologism, and an unexpected ending. Sometimes used as a synonym for story, sometimes called a type of story.
A poetic or musical-poetic work characterized by solemnity and sublimity. Famous odes:
Lomonosov: “Ode on the capture of Khotin, “Ode on the day of accession to the All-Russian throne of Her Majesty Empress Elizabeth Petrovna.”
Derzhavin: “Felitsa”, “To Rulers and Judges”, “Nobleman”, “God”, “Vision of Murza”, “On the Death of Prince Meshchersky”, “Waterfall”.
Essay
The most authentic type of narrative, epic literature, depicting facts from real life.
Song or chant
The most ancient type of lyric poetry. A poem consisting of several verses and a chorus. Songs are divided into folk, heroic, historical, lyrical, etc.
Tale
An epic genre between a short story and a novel, which presents a number of episodes from the life of the hero (heroes). The story is larger in scope than a short story and depicts reality more broadly, depicting a chain of episodes that make up a certain period in the life of the main character. It contains more events and characters than a short story. But unlike a novel, a story usually has one storyline.
Poem
A type of lyric epic work, a poetic plot narrative.
Play
The general name for dramatic works (tragedy, comedy, drama, vaudeville). Written by the author for performance on stage.
Story
Small epic genre: a prose work of small volume, which, as a rule, depicts one or more events in the hero’s life. The circle of characters in the story is limited, the action described is short in time. Sometimes a work of this genre may have a narrator. The masters of the story were A.P. Chekhov, V.V. Nabokov, A.P. Platonov, K.G. Paustovsky, O.P. Kazakov, V.M. Shukshin.
Novel
A large epic work that comprehensively depicts the lives of people during a certain period of time or during an entire human life.
Characteristic properties of the novel:
Multilinearity of the plot, covering the fates of a number of characters;
The presence of a system of equivalent characters;
Coverage great circle life phenomena, formulation of socially significant problems;
Significant duration of action.
Examples of novels: “The Idiot” by F.M. Dostoevsky, “Fathers and Sons” by I.S. Turgenev.
Tragedy
A type of dramatic work telling about the unfortunate fate of the main character, often doomed to death.
Epic
The largest genre of epic literature, an extensive narrative in verse or prose about outstanding national historical events.
There are:
1. ancient folklore epics of different peoples - works on mythological or historical subjects, telling about the heroic struggle of the people with the forces of nature, foreign invaders, witchcraft forces, etc.
2. a novel (or a series of novels) depicting a large period of historical time or a significant, fateful event in the life of a nation (war, revolution, etc.).
The epic is characterized by:
- wide geographical coverage,
- a reflection of the life and everyday life of all layers of society,
- nationality of content.
Examples of epics: "War and Peace" by L.N. Tolstoy, " Quiet Don"M. A. Sholokhov, "The Living and the Dead" by K. M. Simonov, "Doctor Zhivago" by B. L. Pasternak.
| Literary movements Classicism Artistic style and movement in European literature and art of the 17th - early 19th centuries. The name is derived from the Latin "classicus" - exemplary. Features: 1. Appeal to the images and forms of ancient literature and art as an ideal aesthetic standard. 2. Rationalism. A work of art, from the point of view of classicism, should be built on the basis of strict canons, thereby revealing the harmony and logic of the universe itself. 3. Classicism is interested only in the eternal, the unchangeable. He discards individual characteristics and traits. 4. The aesthetics of classicism attaches great importance to the social and educational function of art. 5. A strict hierarchy of genres has been established, which are divided into “high” and “low” (comedy, satire, fable). Each genre has strict boundaries and clear formal characteristics. The leading genre is tragedy. 6. Classical dramaturgy approved the so-called principle of “unity of place, time and action,” which meant: the action of the play should take place in one place, the duration of the action should be limited to the duration of the performance, the play should reflect one central intrigue, not interrupted by side actions . Classicism originated and received its name in France (P. Corneille, J. Racine, J. Lafontaine, etc.). After the Great French Revolution, with the collapse of rationalistic ideas, classicism went into decline, and romanticism became the dominant style of European art. Romanticism One of the largest movements in European and American literature of the late 18th - first half of the 19th century. In the 18th century, everything factual, unusual, strange, found only in books and not in reality, was called romantic. Main features: 1. Romanticism is the most striking form of protest against the vulgarity, routine and prosaicness of bourgeois life. The social and ideological prerequisites are disappointment in the results of the Great French Revolution and the fruits of civilization in general. 2. General pessimistic orientation - ideas of “cosmic pessimism”, “world sorrow”. 3. Absolutization of the personal principle, the philosophy of individualism. At the center of a romantic work there is always a strong, exceptional personality opposed to society, its laws and moral standards. 4. “Dual world”, that is, the division of the world into real and ideal, which are opposed to each other. The romantic hero is subject to spiritual insight and inspiration, thanks to which he penetrates into this ideal world. 5. "Local color." A person who opposes society feels a spiritual closeness with nature, its elements. This is why romantics so often use exotic countries and their nature as a setting. Sentimentalism A movement in European and American literature and art of the second half of the 18th – early 19th centuries. Starting from Enlightenment rationalism, he declared that the dominant of “human nature” is not reason, but feeling. He sought the path to an ideal-normative personality in the release and improvement of “natural” feelings. Hence the great democracy of sentimentalism and its discovery of the rich spiritual world of ordinary people. Close to pre-romanticism. Main features: 1. True to the ideal of a normative personality. 2. In contrast to classicism with its educational pathos, he declared feeling, not reason, to be the main thing in human nature. 3. The condition for the formation of an ideal personality was considered not by the “reasonable reorganization of the world,” but by the release and improvement of “natural feelings.” 4. Sentimentalism opened up the rich spiritual world of the common people. This is one of his conquests. 5. Unlike romanticism, the “irrational” is alien to sentimentalism: he perceived the inconsistency of moods, the impulsiveness of mental impulses as accessible to rationalistic interpretation. Characteristic features of Russian sentimentalism: a) Rationalistic tendencies are quite clearly expressed; b) Strong moralizing attitude; c) Educational trends; d) Improving the literary language, Russian sentimentalists turned to colloquial norms and introduced vernaculars. The favorite genres of sentimentalists are elegy, epistle, epistolary novel (novel in letters), travel notes, diaries and other types of prose in which confessional motifs predominate. Naturalism A literary movement that developed in the last third of the 19th century in Europe and the USA. Characteristics: 1. Striving for an objective, accurate and dispassionate portrayal of reality and human character. The main task of naturalists was to study society with the same completeness with which a scientist studies nature. Artistic knowledge was likened to scientific knowledge. 2. A work of art was considered as a “human document”, and the main aesthetic criterion was the completeness of the act of cognition carried out in it. 3. Naturalists refused to moralize, believing that reality depicted with scientific impartiality was in itself quite expressive. They believed that there were no unsuitable subjects or unworthy topics for a writer. Hence, plotlessness and social indifference often arose in the works of naturalists. Realism A truthful depiction of reality. A literary movement that emerged in Europe at the beginning of the 19th century and remains one of the main trends in modern world literature. The main features of realism: 1. The artist depicts life in images that correspond to the essence of the phenomena of life itself. 2. Literature in realism is a means of a person’s knowledge of himself and the world around him. 3. Cognition of reality occurs with the help of images created by typing the facts of reality. Character typification in realism is carried out through the “truthfulness of details” of the specific conditions of the characters’ existence. 4. Realistic art is life-affirming art, even with a tragic resolution to the conflict. Unlike romanticism, the philosophical basis of realism is Gnosticism, the belief in the knowability of the surrounding world. 5. Realistic art is characterized by the desire to consider reality in development. It is capable of detecting and capturing the emergence and development of new social phenomena and relationships, new psychological and social types. Symbolism Literary and artistic movement of the late 19th - early 20th centuries. The foundations of the aesthetics of symbolism were formed in the late 70s. gg. 19th century in the works of French poets P. Verlaine, A. Rimbaud, S. Mallarmé and others. Symbolism arose at the junction of eras as an expression of the general crisis of Western-type civilization. He had a great influence on all subsequent development of literature and art. Main features: 1. Continuity with romanticism. The theoretical roots of symbolism go back to the philosophy of A. Schopenhauer and E. Hartmann, to the work of R. Wagner and some ideas of F. Nietzsche. 2. Symbolism was primarily aimed at the artistic symbolization of “things in themselves” and ideas that are beyond sensory perceptions. A poetic symbol was considered as a more effective artistic tool than an image. The symbolists proclaimed an intuitive comprehension of world unity through symbols and the symbolic discovery of correspondences and analogies. 3. The musical element was declared by the Symbolists to be the basis of life and art. Hence the dominance of the lyrical-poetic principle, the belief in the suprareal or irrational-magical power of poetic speech. 4. Symbolists turn to ancient and medieval art in search of genealogical relationships. Acmeism A movement in Russian poetry of the 20th century, which was formed as the antithesis of symbolism. The Acmeists contrasted the mystical aspirations of symbolism towards the “unknowable” with the “element of nature”, declared a concrete sensory perception of the “material world”, and returned the word to its original, non-symbolic meaning. This literary movement was established in the theoretical works and artistic practice of N.S. Gumilyov, S.M. Gorodetsky, O.E. Mandelstam, A.A. Akhmatova, M.A. Zenkevich, G.V. Ivanov and other writers and poets . All of them united into the group "Workshop of Poets" (operated from 1911 - 1914, resumed in 1920 - 22). In 1912 - 13 published the magazine "Hyperborea" (editor M.L. Lozinsky). Futurism (Derived from the Latin futurum - future). One of the main avant-garde movements in European art of the early 20th century. The greatest development has occurred in Italy and Russia. The general basis of the movement is a spontaneous feeling of the “inevitability of the collapse of old things” (Mayakovsky) and the desire to anticipate and realize through art the coming “world revolution” and the birth of a “new humanity.” Main signs: 1. Gap from traditional culture, an affirmation of the aesthetics of modern urban civilization with its dynamics, impersonality and immorality. 2. The desire to convey the chaotic pulse of a technicalized “intensive life”, an instantaneous change of events and experiences, recorded by the consciousness of the “man of the crowd”. 3. Italian futurists were characterized not only by aesthetic aggression and shocking conservative taste, but also by a general cult of power, an apology for war as “hygiene of the world,” which later led some of them to Mussolini’s camp. Russian Futurism arose independently of Italian and, as an original artistic phenomenon, had little in common with it. The history of Russian futurism consisted of a complex interaction and struggle of four main groups: a) “Gilea” (cubo-futurists) - V.V. Khlebnikov, D.D. and N.D. Burlyuki, V.V. Kamensky, V.V. Mayakovsky, B.K. Lifshits; b) “Association of Ego-Futurists” - I. Severyanin, I. V. Ignatiev, K. K. Olimpov, V. I. Gnedov and others; c) “Mezzanine of Poetry” - Khrisanf, V.G. Shershenevich, R. Ivnev and others; d) “Centrifuge” - S.P. Bobrov, B.L. Pasternak, N.N. Aseev, K.A. Bolshakov and others. Imagism A literary movement in Russian poetry of the 20th century, whose representatives stated that the goal of creativity is creating an image. The main expressive means of imagists is metaphor, often metaphorical chains that compare various elements of two images - direct and figurative. The creative practice of Imagists is characterized by shocking and anarchic motives. The style and general behavior of Imagism was influenced by Russian Futurism. Imagism as a poetic movement arose in 1918, when the “Order of Imagists” was founded in Moscow. The creators of the “Order” were Anatoly Mariengof, who came from Penza, former futurist Vadim Shershenevich, and Sergei Yesenin, who was previously part of the group of new peasant poets. Imagism virtually collapsed in 1925. In 1924, Sergei Yesenin and Ivan Gruzinov announced the dissolution of the “Order”; other imagists were forced to move away from poetry, turning to prose, drama, and cinema, largely for the sake of making money. Imagism was criticized in the Soviet press. Yesenin, according to the generally accepted version, committed suicide, Nikolai Erdman was repressed |
Literary and poetic devices
Allegory
Allegory is the expression of abstract concepts through concrete artistic images.
Examples of allegory:
The stupid and stubborn are often called the Donkey, the coward - the Hare, the cunning - the Fox.
Alliteration (sound writing)
Alliteration (sound writing) is the repetition of identical or homogeneous consonants in a verse, giving it a special sound expressiveness(in versification). In this case, the high frequency of these sounds in a relatively small speech area is of great importance.
However, if entire words or word forms are repeated, as a rule, we are not talking about alliteration. Alliteration is characterized by irregular repetition of sounds, and this is precisely the main feature of this literary device.
Alliteration differs from rhyme primarily in that the repeating sounds are not concentrated at the beginning and end of the line, but are absolutely derivative, albeit with high frequency. The second difference is the fact that, as a rule, consonant sounds are alliterated. The main functions of the literary device of alliteration include onomatopoeia and the subordination of the semantics of words to associations that evoke sounds in humans.
Examples of alliteration:
"Where the grove neighs, guns neigh."
"About a hundred years
grow
we don't need old age.
Year after year
grow
our vigor.
Praise,
hammer and verse,
land of youth."
(V.V. Mayakovsky)
Anaphora
Repeating words, phrases, or combinations of sounds at the beginning of a sentence, line, or paragraph.
For example:
« Not in vain the winds were blowing,
Not in vain there was a thunderstorm"
(S. Yesenin).
Black ogling the girl
Black maned horse!
(M. Lermontov)
Quite often, anaphora, as a literary device, forms a symbiosis with such a literary device as gradation, that is, increasing the emotional character of words in the text.
For example:
“Cattle die, a friend dies, a man himself dies.”
Antithesis (opposition)
Antithesis (or opposition) is a comparison of words or phrases that are sharply different or opposite in meaning.
Antithesis makes it possible to make a particularly strong impression on the reader, to convey to him the strong excitement of the author due to the rapid change of concepts of opposite meanings used in the text of the poem. Also, opposing emotions, feelings and experiences of the author or his hero can be used as an object of opposition.
Examples of antithesis:
I swear first on the day of creation, I swear by it last in the afternoon (M. Lermontov).
Who was nothing, he will become everyone.
Antonomasia
Antonomasia is an expressive means, when used, the author uses a proper name instead of a common noun to figuratively reveal the character of the character.
Examples of antonomasia:
He is Othello (instead of "He is very jealous")
A stingy person is often called Plyushkin, an empty dreamer - Manilov, a man with excessive ambitions - Napoleon, etc.
Apostrophe, address
Assonance
Assonance is a special literary device that consists of repeating vowel sounds in a particular statement. This is the main difference between assonance and alliteration, where consonant sounds are repeated. There are two slightly different uses of assonance.
1) Assonance is used as an original tool that gives an artistic text, especially poetic text, a special flavor. For example:
Our ears are on top of our heads,
A little morning the guns lit up
And the forests are blue tops -
The French are right there.
(M.Yu. Lermontov)
2) Assonance is widely used to create imprecise rhyme. For example, “hammer city”, “incomparable princess”.
One of the textbook examples of the use of both rhyme and assonance in one quatrain is an excerpt from the poetic work of V. Mayakovsky:
I won’t turn into Tolstoy, but into a fat man -
I eat, I write, I’m a fool from the heat.
Who hasn't philosophized over the sea?
Water.
Exclamation
An exclamation can appear anywhere in a work of poetry, but, as a rule, authors use it to intonationally highlight particularly emotional moments in the verse. At the same time, the author focuses the reader’s attention on the moment that particularly excited him, telling him his experiences and feelings.
Hyperbola
Hyperbole is a figurative expression containing an exorbitant exaggeration of the size, strength, or significance of any object or phenomenon.
Example of a hyperbole:
Some houses are as long as the stars, others as long as the moon; baobabs to the skies (Mayakovsky).
Inversion
From Lat. inversio - permutation.
Changing the traditional word order of a sentence to make the phrase more expressive shade, intonation highlighting of a word.
Inversion examples:
The lonely sail is white
In the blue sea fog... (M.Yu. Lermontov)
The traditional order requires a different structure: A lonely sail is white in the blue fog of the sea. But this will no longer be Lermontov or his great creation.
Another great Russian poet, Pushkin, considered inversion one of the main figures of poetic speech, and often the poet used not only contact, but also remote inversion, when, when rearranging words, other words are wedged between them: “The old man obedient to Perun alone...”.
Inversion in poetic texts performs an accent or semantic function, a rhythm-forming function for building a poetic text, as well as the function of creating a verbal-figurative picture. In prose works, inversion serves to place logical stresses, to express the author’s attitude towards the characters and to convey their emotional state.
Irony
Irony is a powerful means of expression that has a hint of mockery, sometimes light mockery. When using irony, the author uses words with opposite meanings so that the reader himself guesses about the true properties of the described object, object or action.
Pun
A play on words. A witty expression, a joke based on the use of words that sound similar but have different meanings or different meanings one word.
Examples of puns in literature:
A year for three clicks for you on the forehead,
Give me some boiled food spelt.
(A.S. Pushkin)
And previously served me poem,
Broken string poem.
(D.D. Minaev)
Spring will drive anyone crazy. Ice - and that got under way.
(E. Meek)
Litotes
The opposite of hyperbole, a figurative expression containing an exorbitant understatement of the size, strength, or significance of any object or phenomenon.
Example of litotes:
The horse is led by the bridle by a peasant in big boots, a short sheepskin coat, and large mittens... and he himself from marigold! (Nekrasov)
Metaphor
Metaphor is the use of words and expressions in a figurative sense based on some kind of analogy, similarity, comparison. Metaphor is based on similarity or resemblance.
Transferring the properties of one object or phenomenon to another based on their similarity.
Examples of metaphors:
Sea problems.
Eyes are burning.
Boiling desire.
Noon was burning.
Metonymy
Examples of metonymy:
All flags will be visiting us.
(here flags replace countries).
I'm three plates ate.
(here the plate replaces the food).
Address, apostrophe
Oxymoron
A deliberate combination of contradictory concepts.
Look, she it's fun to be sad
Such elegantly naked
(A. Akhmatova)
Personification
Personification is the transference of human feelings, thoughts and speech to inanimate objects and phenomena, as well as to animals.
These signs are selected according to the same principle as when using metaphor. Ultimately, the reader has a special perception of the described object, in which the inanimate object has the image of a certain living being or is endowed with qualities inherent in living beings.
Impersonation examples:
What, a dense forest,
Got thoughtful,
Sadness dark
Foggy?
(A.V. Koltsov)
Be careful of the wind
From the gate came out,
Knocked through the window,
Ran on the roof...
(M.V.Isakovsky)
Parcellation
Parcellation is a syntactic technique in which a sentence is intonationally divided into independent segments and highlighted in writing as independent sentences.
Parcelation example:
“He went too. To the store. Buy cigarettes” (Shukshin).
Periphrase
A paraphrase is an expression that conveys the meaning of another expression or word in a descriptive form.
Examples of paraphrase:
King of beasts(instead of lion)
Mother of Russian rivers(instead of Volga)
Pleonasm
Verbosity, the use of logically unnecessary words.
Examples of pleonasm in everyday life:
In May month(suffice it to say: in May).
Local aborigine (suffice it to say: aborigine).
White albino (suffice it to say: albino).
I was there personally(suffice it to say: I was there).
In the literature, pleonasm is often used as stylistic device, a means of expression.
For example:
Sadness and melancholy.
Sea-ocean.
Psychologism
An in-depth depiction of the hero’s mental and emotional experiences.
Refrain
A repeated verse or group of verses at the end of a song verse. When a refrain extends to an entire stanza, it is usually called a chorus.
Rhetorical question
A sentence in the form of a question to which no answer is expected.
Example:
Or is it new for us to argue with Europe?
Or is the Russian unaccustomed to victories?
(A.S. Pushkin)
Rhetorical appeal
An appeal addressed to an abstract concept, an inanimate object, an absent person. A way to enhance the expressiveness of speech, to express an attitude towards a particular person or object.
Example:
Rus! where are you going?
(N.V. Gogol)
Comparisons
Comparison is one of the expressive techniques, when used, certain properties that are most characteristic of an object or process are revealed through similar qualities of another object or process. In this case, such an analogy is drawn so that the object whose properties are used in comparison is better known than the object described by the author. Also, inanimate objects, as a rule, are compared with animate ones, and the abstract or spiritual with the material.
Comparison example:
then my life sang - howled -
Buzzed - like the autumn surf –
And she cried to herself.
(M. Tsvetaeva)
Symbol
Symbol- an object or word that conventionally expresses the essence of a phenomenon.
The symbol contains a figurative meaning, and in this way it is close to a metaphor. However, this closeness is relative. Symbol contains a certain secret, a hint that allows one to only guess what is meant, what the poet wanted to say. The interpretation of a symbol is possible not so much by reason as by intuition and feeling. The images created by symbolist writers have their own characteristics; they have a two-dimensional structure. In the foreground there is a certain phenomenon and real details, in the second (hidden) plane there is the inner world of the lyrical hero, his visions, memories, pictures born of his imagination.
Examples of symbols:
dawn, morning - symbols of youth, the beginning of life;
night is a symbol of death, the end of life;
snow is a symbol of cold, cold feeling, alienation.
Synecdoche
Replacing the name of an object or phenomenon with the name of a part of this object or phenomenon. In short, replacing the name of a whole with the name of a part of that whole.
Examples of synecdoche:
Native hearth (instead of “home”).
Floats sail (instead of “a sailboat is sailing”).
“...and it was heard until dawn,
how he rejoiced Frenchman..." (Lermontov)
(here “French” instead of “French soldiers”).
Tautology
Repetition in other words of what has already been said, which means it does not contain new information.
Examples:
Car tires are tires for a car.
We have united as one.
Trope
A trope is an expression or word used by the author in a figurative, allegorical sense. Thanks to the use of tropes, the author gives the described object or process a vivid characteristic that evokes certain associations in the reader and, as a result, a more acute emotional reaction.
Types of trails:
metaphor, allegory, personification, metonymy, synecdoche, hyperbole, irony.
Default
Silence is a stylistic device in which the expression of a thought remains unfinished, is limited to a hint, and the speech that has begun is interrupted in anticipation of the reader’s guess; the speaker seems to announce that he will not talk about things that do not require detailed or additional explanation. Often the stylistic effect of silence is that unexpectedly interrupted speech is complemented by an expressive gesture.
Default examples:
This fable could be explained more -
Yes, so as not to irritate the geese...
Gain (gradation)
Gradation (or amplification) is a series of homogeneous words or expressions (images, comparisons, metaphors, etc.) that consistently intensify, increase or, conversely, reduce the semantic or emotional significance of the conveyed feelings, expressed thoughts or described events.
Example of ascending gradation:
Not I'm sorry Not I'm calling Not I'm crying...
(S. Yesenin)
In sweetly misty care
Not an hour, not a day, not a year will leave.
(E. Baratynsky)
Example of descending gradation:
He promises him half the world, and France only for himself.
Euphemism
A neutral word or expression that is used in conversation to replace other expressions that are considered indecent or inappropriate in a given case.
Examples:
I'm going to powder my nose (instead of going to the toilet).
He was asked to leave the restaurant (instead, He was kicked out).
Epithet
A figurative definition of an object, action, process, event. An epithet is a comparison. Grammatically, an epithet is most often an adjective. However, other parts of speech can also be used, for example, numerals, nouns or verbs.
Examples of epithets:
velvet leather, crystal ringing
Epiphora
Repeating the same word at the end of adjacent segments of speech. The opposite of anaphora, in which words are repeated at the beginning of a sentence, line, or paragraph.
Example:
“Scallops, all scallops: a cape from scallops, on the sleeves scallops, Epaulettes from scallops..." (N.V.Gogol).
| Poetic meter Poetic meter is a certain order in which stressed and unstressed syllables are placed in a foot. A foot is a unit of verse length; repeated combination of stressed and unstressed syllables; a group of syllables, one of which is stressed. Example: A storm covers the sky with darkness 1) Here, after a stressed syllable, one unstressed syllable follows - a total of two syllables. That is, it is a two-syllable meter. A stressed syllable can be followed by two unstressed syllables - then this is a three-syllable meter. 2) There are four groups of stressed-unstressed syllables in the line. That is, it has four feet. MONOSYLLABLE METER Brachycolon is a monocotyledonous poetic meter. In other words, a verse consisting of only stressed syllables. Example of brachycolon: Forehead – Chalk. Bel Coffin. Pop sang. Sheaf of Arrows – Holy Day! Crypt Blind. Shadow - To hell! (V. Khodasevich) BISYLLABLE MEASURES Trochaic A two-syllable poetic foot with stress on the first syllable. That is, the first, third, fifth, etc. syllables are stressed in a line. Main sizes: - 4-foot - 6-foot - 5-foot An example of a trochaic tetrameter: A storm covers the sky with darkness ∩́ __ / ∩́ __ /∩́ __ / ∩́ __ Whirling snow whirlwinds; ∩́ __ / ∩́ __ / ∩ __ / ∩́ (A.S. Pushkin) Iambic A two-syllable poetic foot with stress on the second syllable. That is, the second, fourth, sixth, etc. syllables are stressed in a line. A stressed syllable can be replaced by a pseudo-stressed one (with secondary stress in the word). Then the stressed syllables are separated not by one, but by three unstressed syllables. Main sizes: - 4-foot (lyrics, epic), - 6-foot (poems and dramas of the 18th century), - 5-foot (lyrics and dramas of the 19-20th centuries), - free multi-foot (fable of the 18th-19th centuries ., comedy 19th century) Example of iambic tetrameter: My uncle of the most honest rules, __ ∩́ / __ ∩́ / __ ∩́ / __ ∩́ / __ When he was seriously ill, __ ∩́ / __ ∩́ / __ ∩ / __ ∩́ / He Respect forced myself __ ∩ / __ ∩́ / __ ∩́ / __ ∩́ / __ And I couldn’t think of anything better. __ ∩́ / __ ∩́ / __ ∩ / __ ∩́ / (A.S. Pushkin) An example of iambic pentameter (with pseudo-stressed syllables, they are highlighted in capital letters): We are dressed up to know the city together, __ ∩́ / __ ∩ / __ ∩́ / __ ∩́ / __ ∩́ / __ But, it seems, we have no one to look after... __ ∩́ / __ ∩ / __ ∩́ / __ ∩ / __ ∩́ (A.S. Pushkin) THREE-SYLLABLE METERS Dactyl Three-syllable poetic foot with stress on the first syllable. Main sizes: - 2-foot (in the 18th century) - 4-foot (from the 19th century) - 3-foot (from the 19th century) Example: Heavenly clouds, eternal wanderers! ∩́ __ __ /∩́ __ __ / ∩́ __ __ / ∩́ __ __ / The azure steppe, the pearl chain... ∩́ __ __ /∩́ __ __ / ∩́ __ __ / ∩́ __ __ / (M.Yu .Lermontov) Amphibrachium A three-syllable poetic foot with stress on the second syllable. Main dimensions: - 4-foot ( early XIX century) - 3-foot (from the middle of the 19th century) Example: It is not the wind that rages over the forest, __ ∩́ __ / __ ∩́ __ / __ ∩́ __ / It is not the streams that ran from the mountains - __ ∩́ __ / __ ∩́ __ / __ ∩́ / Frost-voivode on patrol __ ∩́__ / __ ∩́ __ / __ ∩́ __ / Walks around his possessions. __ ∩́ __ / __ ∩́ __ / __ ∩́ / (N.A.Nekrasov) Anapest A three-syllable poetic foot with stress on the last syllable. Main sizes: - 4-foot (from the middle of the 19th century) - 3-foot (from the middle of the 19th century) Example of a 3-foot anapest: Oh, spring without end and without edge - __ __ ∩́ / __ __ ∩́ / __ __ ∩́ / __ Without end and without edge dream! __ __ ∩́ / __ __ ∩́ / __ __ ∩́ / I recognize you, life! I accept! __ __ ∩́ / __ __ ∩́ / __ __ ∩́ / __ And I greet you with the ringing of the shield! __ __ ∩́ / __ __ ∩́ / __ __ ∩́ / (A. Blok) How to remember the features of two- and three-syllable meters? You can remember using this phrase: Dombai is walking! Lady, lock the gate in the evening! (Dombay is not only a mountain; translated from some Caucasian languages it means “lion”). Now let's move on to three-syllable feet. The word LADY is formed from the first letters of the names of three-syllable feet: D– dactyl AM– amphibrachium A– anapest And in the same order, the following words of the sentence belong to these letters: You can also imagine it this way: |
Plot. Plot elements
Plot A literary work is a logical sequence of actions of the characters.
Plot elements:
exposition, beginning, climax, resolution.
Exposition- introductory, initial part of the plot, preceding the plot. Unlike the plot, it does not affect the course of subsequent events in the work, but outlines the initial situation (time and place of action, composition, relationships of characters) and prepares the reader’s perception.
The beginning- the event from which the development of action in the work begins. Most often, conflict is outlined in the beginning.
Climax- the moment of the highest tension of the plot action, in which the conflict reaches a critical point in its development. The climax can be a decisive clash between the heroes, a turning point in their fate, or a situation that reveals their characters as fully as possible and especially clearly reveals a conflict situation.
Denouement – final scene; the position of the characters that has developed in the work as a result of the development of the events depicted in it.
Elements of Drama
Remarque
The explanation given by the author in dramatic work, describing how he imagines the appearance, age, behavior, feelings, gestures, intonations of the characters, and the situation on stage. Directions are instructions for the performers and the director staging the play, an explanation for readers.
Replica
An utterance is a phrase a character says in response to the words of another character.
Dialogue
Communication, conversation, statements of two or more characters, whose remarks follow in turn and have the meaning of actions.
Monologue
Speech actor, addressed to oneself or to others, but, unlike dialogue, does not depend on their remarks. Way to reveal state of mind character, to show his character, to acquaint the viewer with the circumstances of the action that were not embodied on stage.
Related information.
for copywriter texts
The arsenal of techniques is quite large: metaphor, oxymoron, metonymy, synecdoche, hyperbole, litotes, allegory, comparison, epithet, allusion, paraphrase, anaphora, epiphora, anticipation, antithesis, paronym, permutation, gradation, etc.
Metaphor is the transfer of the properties of one object (phenomenon) to another based on a feature common to both compared members (“speaking waves”, “bronze of muscles”, “Keeping money at home means freezing it!”, etc.)
Personification is a type of metaphor, transferring the properties of animate objects to inanimate ones (“her nurse is silence”).
Oxymoron (oxymoron) - a relationship by contrast, a combination of words with opposite meanings, a connection of concepts that is logically excluded (“living corpse”, “avant-garde tradition”, “small big machine”, etc.).
Metonymy is the replacement of one word with another based on the connection of their meanings by contiguity (“the theater applauded” - instead of “the audience applauded”).
Synecdoche is a type of metonymy, the name of a part (smaller) instead of the whole (larger) or vice versa (“my little head is missing” - instead of “I’m missing”).
Hyperbole is a deliberate exaggeration (“rivers of blood”, “mountains of money”, “ocean of love”, etc.).
Litota is a deliberate understatement (“a small man”).
Allegory is the depiction of an abstract idea (concept) through an image. In this case, the connection between meaning and image is established by analogy or contiguity (“love is the heart,” “justice is a woman with scales,” etc.).
Comparison is the likening of one object to another (“huge, like an elephant”). When comparing objects, the stronger one (explaining) transfers part of its positive and already known characteristics to an unknown object (explaining). In this way, it is easier to explain the unfamiliar through the familiar, the complex through the simple. With the help of comparisons, you can achieve greater clarity and originality.
However, comparisons often fall short and can be misinterpreted. A person will begin to think about the explanatory subject and will be distracted from the main idea.
It would be useful to evaluate whether the object is being compared with an object worse than itself, and whether the comparison will bring negative results. If in doubt, it is better not to use comparison.
An epithet is a figurative definition that gives an additional artistic characteristic of an object (phenomenon) in the form of a hidden comparison (“open field”, “lonely sail”, etc.) It should be borne in mind that small epithets weaken the text (“very”, “ too”, “a little”, “enough”, etc.).
Allusion is a hint through a similar-sounding word or mention of a well-known real fact, historical event, literary work, etc. (“Secrets of the Madrid Court”).
Paraphrase is an abbreviated statement, a descriptive conveyance of the meaning of another expression or word (“The writer of these lines” - instead of “I”).
Anaphora is the repetition of identical letters, identical parts of a word, whole words or phrases at the beginning of a sentence (“Outside of politics! Out of competition!”).
Epiphora is the repetition of identical words or phrases at the end of a sentence.
Anticipation is a deviation from the usual linear sequence of elements in which the sign necessary to understand another precedes it instead of following it, resulting in the effect of anticipation (“It’s not so new, this phenomenon called patriotism” or “ And what conversations these were – historical!”)
Antithesis is opposition in meaning, contrast. (“Small computers for big people” White Wind Company). For example, I. Ehrenburg often resorted to the antithesis: “The workers continue to stand at the levers: cold, heat, screeching, darkness. Mr. Eastman, far from the bustle of the world, eats an ostrich egg.”
Paronyms are words that are similar in sound, but different in meaning (“base” and “basis”, “hot” and “fiery.” V. Vysotsky: “And whoever does not honor quotations is a renegade and a bastard”).
Permutation is a change in the places occupied by words. (“The heart of the Mediterranean. The Mediterranean is in the heart”).
Gradation is a consistent intensification or weakening of the power of homogeneous expressive means of artistic speech (“I don’t regret, I don’t call, I don’t cry...”).
A rhetorical question is a question that does not require an answer, a question to which the answer is known in advance, or a question to which the person asking himself gives the answer (“Who are the judges?”)
Often, phraseological units (idioms) are effectively used in the text - stable combinations of words that are metaphors, figurative expressions of a certain concept or phenomenon (“A mosquito will not undermine your nose,” “Seven troubles - one answer,” etc.)
Phraseologisms are easily recognized by the reader. With their help, the memorability of individual phrases and the perception of the entire text are improved.
Proverbs and sayings also “work” on the imagery and conciseness of the text. M. Gorky spoke about them:
“It is proverbs and sayings that express the thinking of the masses in a particularly instructive completeness, and it is extremely useful for beginning writers to become acquainted with this material, not only because it excellently teaches economy of words, speech conciseness and imagery, but here’s why: the quantitatively predominant population of the Land of Soviets is the peasantry , the clay from which history created workers, townspeople, merchants, priests, officials, nobles, scientists and artists...
I learned a lot from proverbs, otherwise, from thinking in aphorisms.”
Catch words are also effective. These are apt expressions, quotes, aphorisms that have become widespread in living speech as proverbs and sayings (“To be or not to be!”, “The ears of a dead donkey,” “And finally I will say,” etc.).
The use of phraseological units, proverbs, sayings and catchwords in texts of various types of copywriting is based on the preservation of semantic and evaluative associations evoked in a stable way. This image is not destroyed even when freely arranged by the author. At the same time, a formal, superficial use of phraseological units and catchwords is often observed. In such cases, either the meaning is completely distorted or semantic contradictions arise.
Often authors resort to reminiscence - a reference to well-known literary facts or works. Reminiscence can be in the form of an exact or inaccurate quotation, “quoted” or remaining implicit, subtextual. Reminiscences link the text with a general cultural and social context and also allow authors not to repeat themselves, but to make do with a more laconic description of events or facts. One of the most frequently used reminiscences is a reference to a particular fragment of the Bible text. Reminiscence is one of the favorite techniques of postmodernists.
(It is curious that, by and large, each text is a set of explicit or implicit quotes and references to other texts.)
Unfinished sentences, indicated in the text by ellipsis, are successfully used. Humans have an inherent desire for completion. In this regard, he tries to finish the sentence and is thus drawn into actively reading the text.
Very often, well-known sayings, popular expressions, quotes from literary works are taken as the basis for unfinished sentences (“Fisherman of fishermen...”, “Without labor...”, “I gave birth to you...”, etc.) Naturally that the reader must complete the sentence exclusively with the words provided by the copywriter.
One of the frequently used techniques is repetition (complementary and clarifying reminders of what has already been said). With the help of repetitions, the most important, especially significant points of the text are highlighted and emphasized.
Puns are also used in various texts - a play on words based on the sound similarity of different sounding words or phrases (“Osip is hoarse, and Arkhip is hoarse”).
A play on words can be based not only on the sound content, but also on the spelling.
Examples of using written puns in advertising:
AT LEAST COUTURE
(Sign on the store)
THIS is who he is!
(Trading house "Oton")
Connotation is an additional, accompanying meaning that can inspire the desired attitude towards an object. For example, Putinka vodka, President vodka, Kremlin vodka.
The additional value may change in strength over time. For example, in Soviet times the word “imported” gave the product additional attractiveness, but over time it lost it.
Often, striving for novelty and originality, copywriters create neologisms - their own words and expressions, the unusualness of which is clearly felt by native speakers. So, for example, the words “substance” and “thermometer” were invented by M. Lomonosov, “industry” - N. Karamzin, “bungling” - M. Saltykov-Shchedrin, “to shy away” - F. Dostoevsky, “mediocrity” - I. Severyanin , “exhausted” - V. Khlebnikov, “hulk” - V. Mayakovsky, etc.
It is curious that the first person in history to use the word “gay” in literature was Gertrude Stein. She gave the world the definition of “lost generation.” This lesbian writer hated punctuation. Her most famous quote is “A rose is a rose is a rose is a rose.”
Sometimes, in the pursuit of originality, words are created that, without special explanation, are not understood by a significant part of the audience or no one at all.
In cases where it is necessary to replace a rude, aggressive or too direct expression with a softer one, a euphemism is used. It is necessary to ensure that the technique does not complicate perception or lead to misunderstanding. After all, one word can mean different things to different people.
Such a “tool” as cacofemism is also used in copywriting - reduced, replacing the normative, decent. For example, instead of “die,” in some cases you can write “glue your fins,” “throw away your skates,” “play the box,” etc.
A very interesting technique is defamiliarization (from the word “strange”). This term was introduced by V. Shklovsky:
“Distamiliarization is seeing the world through different eyes.
Jean-Jacques Rousseau defamiliarized the world in his own way; he seemed to live outside the state.
The world of poetry includes the world of defamiliarization.
Gogol's troika, which rushes over Russia, is a Russian troika, because it is sudden. But at the same time, it is a global troika, it rushes over Russia, and over Italy, and over Spain.
This is a movement of new, self-affirming literature.
A new vision of the world.
Defamiliarization is a matter of time.
Defamiliarization is not only a new vision, it is a dream of a new and only therefore sunny world. And Mayakovsky’s colored shirt without a belt is the festive clothing of a man who firmly believes in tomorrow.”
Striving for originality and defamiliarization, copywriters sometimes use techniques that are more like tricks. For example, the writer Ernest Vincent Wright has a novel called Gadsby, which consists of more than 50,000 words. In the entire novel there is not a single letter E, the most common letter in the English language.
More detailed information on this topic can be found in the books of A. Nazaikin