OSTRAVSKÁ UNIVERZITA V OSTRAVĚ FILOZOFICKÁ FAKULTA Knihovna FF MU Brno 2571412009 Zdeňka Nedomová OYHKLlklOHAfibHAfl CTMJ1MCTMKA PyCCKOrO A3blKA (Funkční stylistika ruského jazyka) UNIVERSITAS OSTRAYIEINSIS Ostrava 2010 2571412009 Paíjejltl CTHJIHCTHKH t. 4>yHKUH0Hajii,Hafl CTHJiHCTHKa HsynaeT paccjioenue JiHTepa-TypHoro A3biKa no HCTopnHecKH CKJia/ibiBaioiUHMca t}>ynKUHOHajibHi.iM cthjihm B HX HepapXHH, BO B'jaMMHOM COOTHOUICH H H H B3aHM0.UeHCTBHH. Pa3Hbie «nau,HOHajTbHbie uiKOJibi» 3yioTCJi npH stom pa3JinHH0Íí TepMHHOJioiHeň. 2. CTHJiHCTHKa fltl.lKOBbIX e.lHIIHU (npaiCI HMeCKaH CTHJTHCTHKa) H3yLiaer cnocoôbi iiciiü.ibjoßamifi H3biKOBbix ceihhhu, ßcex ypoßneii b th-noBbix peMCBbix CHTyaunax h KOHieKCTax pa3JiH4noro CMbicjioBoro h 3Kcnpec-CHBHoro coflepiKaHHH c yiěroiu jj,eHCTByiouj,Hx jiHTepaTypHbix HOpM. Meacoy napajuiejibUbiMH (})0pMaMH nafleateö cymecTBHrejibHbix jiohbjih-toTCH, HanpHMep, CMbicJioBbic h CTHJiHcn-mecKi-ie pa3jiHHH«: • cp. HMeHHTejibHbifi naae>K mh. HHCJia cyLuecTBHTejibHbix MywcKoro poAa: ynumejiíl - Te, kto ynaT aereři b uiKOJie, ytumejiH - jiiojjh, aBJiaromnecsi Ana ;ipyrnx HpaßCTBCHHbiM aßTopHTeTOiu; npotpeccopA - coBpcMCHHaa HOpMa, HeÖTpajibHas, npotpeccopbl - Hopivia apxan4Haji, Hcnojib3yeTCJi b rop-jKecTHCHHhix cjiynaax, htoôi.i noA'iepKHyxb yBaweHwe npii oöpameHHH k npocfieccopaM; • cp. npejuKVHĺHbiií naaeiK ca.. MHCJia cymecTBHTejibHbix iny>KCKoro pofla: e nexE - Hoprua KHn>Knasi, e qexY- Hopiwa pa3ioBopHa»; e cadY, ho b «BuumeeoM cadE» A.n. Hexoßa. 3. CTHJiHCTHKa TGKCTa Hccjie/ryeT cTpyKTypy utvibnoro pcMCßoro npoii3Rc;icHHH b coe^MHCHHH c ero co/jepiKaTejibHoit CTopoHOH, c <|)yHKUHO-HajibHbiM Ha3naHenHeM h c ycjiOBHSMH coiwmmh aaHHoro TeKcra. Jinn reKCTOB onpeaejiéHHOro »aHpa hjih cthjih CTanoBSTCJi Koiuno-3HUHOHHO 3ira'tHMbiMH HeKOTopue H3 npHCMOB Hcno;ib30BaHH>i (nanpHMCp jieKCH'iecKHH noBTop b KOMno3HUHOHHO-peqeBoň crpyKType JiHpwiecKoro CTMXOTBOpCHHÍl) 4. CTHJiHCTHKa xyjjoHcecTBeHHOH penn 3aHHMaeTcsi BonpocaMH, CBfljanUblMH C BblSlCHeHHeM 3aKOHOMepHOCTeß OpraHH3anHH H3blKOBOrO MaTepHana, b pC3yjibTaTe KOTopoň C03/jaěTCH o6paiHan peib. B aaiiHOM pa3.ne.ie cthjihcthkh HCKJitOHHrenhHyto pojib nrpaioT naeÜHO-jCTeTHHecKHe KaTeropHH h hohatmu HCKyccTBOBeaeHHa, jiHTepaTypo-Be/ieHH5i. TecHoe cooTHoiueHHe h B3aHMOAeHCTBne Bcex HaiBawHbix pa3,aejiOB CTHJIHCTHKH o6yCJ10BJ]eílO OÖCTOSTejlbCTBOM, HTO BCe OHH H3ynaiOT OaHH H TOT jKe jiHTeparypHbiH «3biK, ho b patiibix acneiciax. (PyHKHHOliajll.llblii CTHJIb (PyHKiiHona.ibHbíM CTHJieM Ha3biBaeM HCTopHHecKH CJiowHBUjyroca h couHaibHO oco3naHHyio CHCTeiviy peneBbix cpeacTB, Hcnojib3yeMbix b toíí hjih HHOři ccjjepe HejioBenecKoio oömeHHJi. OyHKKMOIiaJlblIblií CTHJIb JIHTepaTypHOrO H3blKa - HCTOpH4CCKH cjiOÄHBLuaacíi k jj,anHOMy BpeMenH b onpe/iejieHHOM jowkobom kojijickthbc paiHOBH/jnocTb jiHTepaTypnoio s3WKa, npeflcraejiaiomaíi co6ofí oTHOCHTejib»o 3aMKHyryio cHCTeniy H3biK0Bbix cpc/icTB Bcex ypoBHeft, KOTopas peryjiapHo (j)ynKUHOHHpyeT b onpeaejieHHon c(})epe o6mccTBennoH aeaTejibHocTH. (KpujioBa, 2006, 50). CncTeiwa (pyHKiiiioiia.ifaiibix cTHJieíí coBpeivieHHoro pyccKoro a ii>iiKecTBCHHOH jiHTepaiypbi cbohctbch onpe4ejiěnHbiři cTHJih h onpe- aeJléHHblH pOH CJ10B. B Kjiaccrí(j)HKauHH M.B. JIoMOHocoBa BbiAejiaroxca Tpn cthjis: 1. CTHjib BbicoKHÍí, KOTopbiM cjieflyeT nHcaTb repoHMecKHe no3MM, o^bi, npo3anLiecKHe peMH Ha Ba>KHbie TeMbi. 2. CTHJib cpe.'iHiiii - c ero noMombio cjiejayeT rmcaTb cTHXOTBopiibic apyjKecKHe nncbMa, hahjijihh, sKjTora (cTHxoTBopnbie anajiorn), 3JierHH (>KaHp Me/IHTaTHBHOH JIHpHKH), caTHpbl, «OHHCaUHH 4ejl JJ,OCTOnaMÍITHblX H yHeilHH 6jiaropoflHbix». n 3. CxHJib HH3KHÜ - ana HanHcaHHa KOMeanR, yBecejiiiTejibHbix 3nnrpaMM (KopoTKHX caraptmecKvix CTHXOTBopentifi), neceH, Apy>KecKHX riHceivi b npo3e, np03anHecKne onncaHna 6y^nn4Hbix ae.ii. CTHJib noHHMajicn Toraa kíík pa3H0BHAH0CTb JiHTepaTypHoro S3biica, CBíi3aHHaH c onpeflejieHHi,™ HtaiipoM JiHTepaTypHoro iipoinBeJiemiii. B HacTOsuiee BpeiMs b cthjihcthkc Haôuio^aeicsi necTpan icapTHiia b TCpMHHOJiorHH n KjiaccH(})nKauMH CTHJieß H3biKa. Ohh HaxoflHTOi b nocTonimovi jkhbom cooTiioiiieiniH, B3anMOAeňcTBnn h Meayiy hhmh hct peiKHx, neiipuxo;jnMi,;\ ipaiiim. yHKu.HOHaiibHbie cthjih He oöpasyioT a6cOJlH3THO 3aMKHyTblX, H30.1HpOB:lHHblX CHCTeM H OTpaJKaiOT pa3BHTHe, ynorpe6jieHHe, MHoro3HaHHOCTb h no (bhskiiocti, Bcex cpe^CTB H3biKa ((j)OHCTHHeCKHX, JlCKCHieCKHX, rpaMMä'ľMHCCKMx). B npoLiccce peneBoß .oesiTejibHOCTH ^enoseK npecjicnyer patjinmiuie uejiii, KaK Hanp. ycraHOBJieHiie a noimepjKawie BepoaiibHoro KOHxaKTa; B03AeňcTBHe Ha coôeceAHHKa; BOJieH3T>jiB.neHne; cooöineHHe HH(|)opMau,Mn; BbipaiKeHHe 4ybctb h 3mouhíí; o6o3HaneHHe npCAMeTOB n HBjieHHR AeííeTBH- TGJIbHOCTH, 3. c npeo6jiaÄaiomeíí ft>yHKUneň bo iacííctbhh (Ha3biBaioT ee KaHHSf, a Tasace oôiuhmh, cxoihmmh lepTaiviH CTHJIHCTHMeCKOrO O())0pM.I]eiUlH H KOMIIOiHItHH. B HayHHOM crane, HanpHiuep, BbiAejuiioTCíi íioacthjih aKa/ieMHMecKHÍí (co6cTBenHO HayHHbiR), yneÔHoŕi jíHTeparypu, HayHHO-AenoBoií h nay m ho* nonynflpHoíí jíHTepaTypbi. B coBpcMCHHOM pyccKOM H3biKe Bbi/iejiaioTca: • KiiHiKHbie ľthjih: HayHHbiíi, ny6jiiii]ncTHMeCKHH, o(|)nun:i,i!>iin-aejioBoŇ; • hm CTHJiHCTHMecKH npoTHBonocTaBJíeHa pa3roBOpHan peib, Bbicry-naromaa b ycraoíi 4>opMe; • ocoöoe MecTO 3aHHMaeT h3mk xyAOMcecTBeHHofl jmreparypbi. B paMKax Kj]accH4>HKaLiHn cthjich c 6onee o6ih,hx no3Hunň, moucho oôi.cAniíHTb Hx b c.ne..iyionuie rpynnbi no Bi.moinncMoii iimh (jniikinui: 1. c npeo6jiaAaiomeií (fiyHKUHeíí oóiueimtí (HHor/ia ee Ha3biBaiOT 4)yHKUMíi KOMiwyHHKaTHBHaa, KOHTaKToycTaHaBüHBaKimaa, BOJHOHTaTHBHasi, SMOTHBHaa); 2. c npeo6jiaAaroui,eíí 4>yHKi;Heŕi eooOineniisi (KOTopyío MHor^a Ha3HBaiOT (J)yHKUna KorHHTHBHaa, HHTCJiucKTy ajibHO- kom My hh Karu BHaa7 MeTa-jiHnrBHCTHLiecKafl); 12 13 dJyiiwnHOHajibiii.ie cthjih coBpeiwenHOio pyccKoro hii.nía BuitojmsieMasi (pyHKuus «PYHKUHOHAJlbHblE CTMJIH OCHOBHhie nOUCTHJIH oóuieii mi PA3rOBOPHbIM CTHJIb • Oóii\o.'ití<>-(íi.i iDB'dti pCHb • npocTope'iiio-pa3roBopHan pCMb rooOuiuiiiiii HAyHHbJÍÍ CTHJIb • CofjcTBemio iiuvmhmíí uojtcTMJih • HayiHO-yHeÖHhifi mvtcTHJib • HayHHo-aejioBoií iio;tcrnj]b • HayHHO-noiiyjiHpHbíM iio^cthjii. O0>HU,MAJlbHO-AEJIOBOÍÍ CTHJIb • ,'Illll.riO.MHl IľlťCKHH nO/tCTHJtb • ÍOpilť /IHKIlHOFIHblíí 110,'Il: [ íijj 1, • i;iK'i)iro4are.ni>hibiH mviciHjib • A.lMHHHCipa IHRlIblH IIO.HCTH.nb BOJfleňcTBHH nyBJIHU,MCTHHECKHH CTHJIb • ra'tĽ'HIO-IIIIIplipMUKlIOIIHblH nOJtCTHJIb • CoÖCTBeHHO nyßjiHuucTHHccKHii no;iCTHJíb JlMTEPATyPHO-xyjJOJKECTBEHHblH CTHJIb • IlOHIIÍI • I lpi na • JJ,paMa B cTHJiHCTHKe MemcKoro ini,iKa movkho noeiwo ipťTi> 0630p (|)vhkhho-Ha.m.iibix CTHJieň Komplexní přehled funkčních stylů v češtině (Minářová, 1996,46) Funkce Funkční styly základní (primární) odvozené a pomezní (sekundární) prostě sdělná 1. styl hovorový styl společenské konverzace, neboli styl epištolami (s prvky stylu uměleckého komunikativní' nebo odborného) odborně sdělná 2. styl odborný a vzdělávací - styl vědecký styl učební - styl populárně odborný odborně sdělná 3. styl styl jednací a direktivní, administrativní zpravovací - styl obchodní korespondence - styl vyhlášek a nařízení HD c sdělná 4. styl > a ovlivňovací, publicistický získávací - styl žánrů styl reklamy VI zpravodajských s - styl žánrů •0 analytických styl žánrů IM beletristických sdělná. 5. styl řečnický zpravovací (s prvky stylu nebo uměleckého, ovlivňovací odborného nebo (působící) publicistického - j na pomezí mezi "O styly věcnými a esteticky sdělnými) £ esteticky sdělná 6. styl umělecký u - styl prózy styl esejistický (na pomezí mezi stylem >1 £. - styl poezie uměleckým a odborným) - styl dramatu 14 15 CTHJieo6pa3yH>mHe ipaKTOpbi CinjiHCTMHecKHe pa3JiHMHfi b peiH oôycjioBJíeHbi cjiejiyiomHMH (jiaKTopaMH (KpbiJTOBa, 2006, 9): 1. Uc.IbHJ, KOTOpaa CTaBHTCH rOBOpHLllHM (COOÖlUHTb 4TO-jih6o, apryiweuTHpoBaTb KaKoe-jin6o MiieHwe, no6yjj,HTb Koro-jiHÖo k aeíícTBHto, B03pa3HTb, 3anpt'THTb, nocoBeTOBaxb, no3/ipaBHTb, noxBajiHTb n t.jj,.). 2. OÖCTaHOBKOH, yCJIOBHHMH, B KOTOpblX npOHCXOJIHT OÖmCHHC, BKJito'iaa n OTnomeHHSi Mewjiy roBopamHMH (oipHUHaiibiiaa oßcTanoBKa X Heo(|)nnnajibHaH, T.e. HenpHHyacneimaii; OTHoweHHa HeocpniuiaiibHbie, Apy>KecKne hjih o(j)HUHajibHbie). 3. M H J H B H4V U Jl I> II bl M H OCOÖeHHOCTHMH I OROpSllllIX (ypOBCHb o6pa30BaHHH, KyjibTypubiií ypoBenb, cou,najibiibiíí cTsrryc, npoapeccna, ocoGeHHOCTH TeMiiepaMeiiTa h xapaicrepa, nacTpoeHHe b momcht penu, noji, B03paCT). 4. «UopMoii pen n (nncbMeHnasi peqb X yciHaa pe^ib). 5. liiiAOM penn (MOHOjior X fluajior X no^HJior). 6. JKaHpoivi penn (nayMHaa Moiiorpadwa, reKci 3aKOHa, xpaiuoBaa nponOBe/ib, MHTHHiOBoe BbiCTyruienne, 3aHBJieHHc n T.n.). CTHjieoöpa3yiomHH <|)aKTop - 3TO to oöcroaTCiibCTBO, KOTopoe bjihact Ha npmiumibi opraHH3auHM nibiKOBbix cpcnciB b toh hjih hhoh (pyHKUMOHanbHOÍí pa3HOBH,0HOCTH. Oho bjihsíct TaKace Ha cnocoÔbi, iipiieMbi MX IlCIIOJll/tOBilllHH B TCKCTaX KOHKpCTHOTO CTHJlfl. Hjih Ha aKTyajlH3au,HK) onpeiiejiěHHbix pa3pa.noB jickchkh, rpaMMamHecKHx KareropHH hjih a)opM b ijaHHOH (fiynKUHonajibHofi pa3H0BH/j,H0CTH. HanpHMcp, oco6aa pojib TCpMHHOJIOI'HH B HayHHOM CTHJie H T.n. Ochobhoh cTMjieo6pa3yiomHH tpaiviop KaKOH >Ke M3 Bcex o6beKTHBHbix (paKropoB HBjiaeTca oiipejjejiaiomHM, ocHOBHbiM crnjieo6pa3yK)mHM (paKTopoM? Ot pemeHHfl 3Toro Bonpoca saBHCHT h KOJiHMecTBO, h caM xapaKTep Bbi/iejiaeivibix b «3biKe 4>ynKu,H0HajibHbix CTHJieíí. 3ry pojib BbinojiHHer raKOH oöt^ckth b h bi h raaBHbiß CTHjieo6pa3yioinHH (j)aKTOp, KaK c(j)epa oömecTBeHHOH aeaTejibHOCTH (M.H. KoacHHa). C(pepbi oömecTBeHHoii AeaxejibHOCTH BbweJiaioTCfl ne ripoH3BOJibiio: hx HaJiHHHe oßycjTOBJieHO cyiueCTBOBaiineM pa3JiHHHbix cpopvi o6mecTBeHHoi o c-osiianiiM. opMa oömcCTBeiiHoro co3naHHa - 3to {pHjioco(f>cKaH Kareropna; 3T0 Te (popinbi, b KOTopbix o6uj,ecTBeHHoe öbiTHe oTpaaíaerca h 3aKpenjiaeTca b /lyxoBHOÍí 5KH3HH o6mecTBa. TaKHMH (j)opMaMH oömecTBCHHoro co3HaHna «BjraioTc«: pejiHiHíi, npaBo, nayra, nojiHTHHecKaa Hjieojioraa, HCKyccTBO, (pnjioco(pHa, MOpanb. Hm npoTHBocTOHT oöbiJieHHoe co3Haiwe KaK nepBHnuaa (J)opMa cojHaHHa, B03iiHKiuaa euje j\o noaBjíeHHH h dpopMHpoBaiina pa3JiHHHbix epbi oRmecTBt'HHOH iľh ic.h.iiocih OopiMbi o6nieciBCHiioio ciuiiannn iicpKOBmi-pe.ini iKiuiaH pejlHTHJI aaiMH h HCTpaTHBHO-n paBoean npa bo Hayniiin Hayica no.'iH iiiKO-HiťOjuii iľiecKan nojTHTHHecKaji MAeojiorHa HCKyccTBO (b tom 'iiic.ie .iiirepa i ypa KaK CJ10BCCHOC MCKyCCTBO) HCKycciBo (xyao7KeciBCiiHO-o6pa3Haji (J)opMa) noBceAHCBHo-ßbiTOBoe oGiiichhc ofibijiemioe C03HaiiHe B Ka>KjjoM n)yHKu,ij,noHajibHOM CTHjie MeíícTByiOT cbom o6i>eKTHBHbie CTHjieo6pa3yioiiJ(He (paKropu. CxeMaiHMecKH 3to mo>kho n3o6pa3HTb cjiejj,yiomHM o6pa30M (CßHHUOBa, 2004, 31) 17 H § 1 a a 5 i= " 2 0 ® §, s 1 E a st la a TJ S SC 1 s? = s 0) B 9 S3 ■e-O ■a 3 u Eft > ; s = 3 s ä 1 B I 0 1 o a Ja i s B — ■s- 1 S B g -s IM ? g B B O Z ¥ U T S BC n St -i tí 1 S St ^ k a 2 C G O fi: X n w o -í cn o n oj n x o K S -j BJ M X M CT S ? 5 S< 5c s £ o x p o -1 x s o tr 5; tu x x a x so '< SO s x •e-o TJ g; S 03 X g S i x T s k a £ o tu 3 i s 1 H ^ 1 a e g s p ° SB E tr 5 sc šc E " s St 5 x s 0 n> ta X Ä o H O rv g X O Ä h m 1 i i CT H w » O x o b O X s o cr S rt x x 3 TJ 8 O to O CD O O w x ta x x rt s x ■e-o tj s S s 9 S g 0 6 S C 1 ta m U O cs O S' w o 1 i S' 1 S S! W Q3 n> Sc S S 2 ° co o rŕ o X x X tr ? s 5 ^ S o i ^ E ^ E cr Sc Ec O x o o "i □ s o cr v ťí x x s v: o H X S n; o ta O *1 s M S □ o ta s H X M p .Q- S k< X X •& g o C TJ S £ a ta g ä oj cc fcj x Xc S S 3 << cn La S S s o H x m o S Si o o S a\ ■3 ("i B ta S m H & s ft o s I E St ta S X X ac K 0 1 -1 OJ H X r Se ta s g o S O ta S o -1 *-< n 0 01 tr E rt X X O (TJ O O U x s 0 01 rt x x s Jfl ä S ■8 > W n o Cd O ■o Z Sc nPAKTHHECKHE üa/iaiwe 1 nix «ji.iKax. KaK npoHBJiHioTca b 3thx koiihciihiiiihx cxoflCTBa hjih pasjiiiHHH, npoKOMMeHTHpyÜTe 3Ty CHTyaiiHio. 3aaaHHe 2 CpaBHHTe iiccKo.ii.K0 TeKCTOB Ha oflHy h 17 ace TeMy, 06.ua/1a10111 h x [ipiuHMKaMii pa3JiHMHbix CTHjieň. OnpeaejíHTe, k KaKOiwy cthjiio OTHOCHTCH KilVKJU.I" TCKCT. TeKCT 1: Fpo3a - arMocrJpepHoe »BJieHHe, 3aKjiK)'iaroiiieeca b 3jieKTpHMecKHX pa3pflflax Meac;iy TaK Ha3biBaeMbiMH KyHeBo-^o>KaeBbiMH o6jiaKaMn hjih mok/í y oôJiaKaiviH h 3eMHoŕi iioBepxHOCTbto, a TaKacc HaxoaíiiuHMHCíi Ha Heň ripeflMeTaMH. 3th pa3paabi-M0JTHHM conpoBOÄflaroTCa ocaaKaMH b BH^e jihbhh, HHoroac rpaaoM h CHiibHbiM BeTpoM. TeKCT 2: J\o ÔJiHxaííuierí flepcBHH ocraBanocb eine BepcT ppcwľb, a oojibiuaa Té'Miio-jiHjioBaa ryna, B3íiBuiaMcti 5or 3HaeT, oTKy^a, 6c3 Maneííiiiero BeTpa, ho ôbicTpo npOflBHranacb k h3m. CoxiHiie, eme ne CKpwToe oÖJiaKaMH, spKO ocBemaeT eě Mpa4Hyro dinrypy n cepwe nojiocbi, KOTOpbie ot Heě vijxyj no caMoro ropHsoHTa. H3pe,UKa, B^ajieKe BciibixHBaeT mo^hhh h cjibiuíHTca cjiaôbiň ryji, nocTeneHHo ycHJiHBaíOLUHÍicíi, i.pwOJiH-KarouiHÍícH h nepexo^auíHH b pacKaTbi, o6HHMaioinne ne6ocKJiOH. TeKCT 3: KaK nepeAaěT Ham KoppecnoHAeirr, BMepa iraa LienrpaJibHbiiviH paňoHawH rien3encK0H o6jiacrn nponiJia HeôbiBajioŕí chjim rpo3a. B pn^e Meer GbijiH noBaneHbi Tejnerpa(j)Hbie cxoflôbi, nopBaHbi npoBOAa, c KopneM BupaaHbi CTOJieTHHe AepeBbH. B jiByx AepeBHax bo3hhkjih no>Kapbi b peäyjibTaTe y^apa MOJIHHH. TeKCT 4: J^oboahm ^o Bamero cBeaeHwa, hto BMepa BCKope nocjie nojiyHOHH nm paňoHHbiM uchtpom n npHjieraiomen k Heiwy mccthoctlio npoHecaiacb CHJibnan rpo3a, Koiopaa npOAOJDKajiacb okojio naca. CKopocTb BeTpa AOCTHrajia 30-35 MeTpoB b ceKyn/iy. ľlpMHHHeH 3HaMHTejibHbiří yui,ep6 19 VI. nyßJIHIJHCTHHECKMM CTHJIb IlyÖJlHIlHCTHHeCKHH CTHJIb - 3T0 CTHJIb oßmeCTBeHHO-nOJIHTHMCCKOH JiiiTepaTypbi, nepno/iHHecKOH nenaTH, oparopcKofi penn h t./j,., KOTopbiH onpe^ejifleTcs cojaep>KanHCM tckctob h ochobkumh uaühmh - B03^eHCTBOBaTb Ha Maccbi, ripH3biBaTb hx k aeHCTBHio, cooömaTb HHc|)opMauHK) h T.n. üapow.ieiiHc nyßjiHuwcTHMecKoro cthjih othochtch k XVI aeKy, b Pocchh oho CBJoano c naM(j)jieTaMH HsaHa riepecBeTOBa, neperiHCKOH uapn HßaHa IV c khü-jcm KypöcKHM. ^anbHeiiiuee pa3BHTHe oh nojiy4HJi b XVIII BeKe b TBopnecTBe H.A. KpbiJiOBa, b XV1I1 Beice b TBopnecTBe H.H. HoBHKOBa, ATI. CyiwapoKOBa, ß,M. 0HBH3HHa h ,ap. OKOHqaiejibno c4>opMHpoBajicji 3tot CTHjib b Pocchh b XIX BeKe, h neMajryio pojib b 3tom cbirpajiH B.F. EejiHHCKHH, A.M. TepueH, H.F. HepHbimeBCKHH, H.A. ^oöpojiioGoB. OcHOBHbie cTHJießbie nepTw ny5jiiiuhcthhecKoro cthjih • JiaKOHHHHOCTb H3JIOWeHHS npH HH(})OpMaTHBHOH HaCbTUjeHHOCTH; • flOXOJJHHBOCTb H3J10>KeHHH; • 3MOUHOHajlbHOCTb, oSoCSlUeHHOCTb, B HaCTO HenpHHy>KiieHHOCTb RblCKa-3b1BaHH3. XapaKTepiibie ocoöchhocth iivojihiihci irieckoi o cthjih • o6mecTBenHo-nojiHTH4ecKaH jieKCHKa h c|)pa3eojiorHH; • ncnanb30BaHHe pc4CBbix uiTaMnoB, KJiHiue, hx jierKaa BOcnpOH3Bo/jH-MOCTb (mpyDKeuuKH noneü, paGomnuKu npunaeKa, dpyxecmn amMocfpepa); • ynoTpeÖJiCHHe kopotkhx npeajio>KeHHH - pyöJieHaa npo3a; • 3JiJinnTHHecKne npe/yiOÄenHa - 6e3i Jiarojibiibie t|)pa3bi (npueamma-tfuoHHbiü ueK - KüJicdoMy; öanxu - ne monbKO dun öcniKupoe); • coBiweinCHHe nepr ny6jiHLtHCTHiiecKoro cthjisi c HepTaiun ApyrHX crHJieR; • Hcnojib30BaHHe H3o6pa3HTenbHO-Bb[pa3HTejibiibix cpeacTB 5i3HKa (phto- pHHCCKHe BOnpOCbl, nOBTOpbl, HHBepCHSl h ap.). 93 CMM (iviacc-MeaHa) I'jiaiiiiaa oco6enHocib HcnojibsoBaHHfl A3biKa CMM b conpeMeHHOM Miipe- MaccoBbift xapaKTep KOMMyHHKauHH, rjio6ajiH3auHH HiKJKipMauHOH-Hbix nponeccoB, ycHJietwe roí.tcíícirtini Ha pcuHnweHTa 3a cier hobwx Macc-MeflHa, Koropbie no-HOBOMy cTpyKTynpyiOT «CTapbie» cjwpMbi h bo3mo>khocth HHÍJjOpMaUHOHHOÍÍ KOMMyilHKaUHH. CMM nn(})opMnpyioT o COCT05IHHH Mľípa, 3anojiHíuoT flocyr nejioBeKa h OKa3biBajoi BJiHflHHe Ha Becb CTpoří MbiniJieiiHH qejioseKa, Ha cTHJib Mnpo-BocnpnsTH5i, Ha Tun ceroAHSiiiiHero ahíí h oÖJiaaaiOT moluhoR chjiom B03jxeň-CTBHH Ha o6mecTBeHHoe co3naHHe. Macc-Me/jHa onpeflejiaiOT Taoce n sswkoboh KJiHinaT ksúkjxoh kohk-peTHoií crpaiibi b OTAejibiiocTH. npe/jMeTOM H3yHeHHH H3biKa CMM 4>HJiojioraMH aas itohhths h o6tac- HeHHH BJ1H3HH5I COUHaJlbHblX, nOJIHTHHeCKHX H KyjlbTypHblX (J)äKT0pOB Ha (jjyiiKHHOHMpoBaHHe H3biKa b o6mccTBe, napajiy c «TpaAHUHOHHbiMH» rieHar-HbiMH h 3jieKTpoHHbiMH CMM - npecca, pažino, khho, TejieBn/ienHc h pcioia-Ma- cTanoBHTC» h MHTepneT, b KCvropoM pa3BHBaioTCH HOBbie bmau xeKCTa h AHajiorHHCCKHX 4>opM. K oSiiihm MepTaM, xapaKTepHbiM /yia a3biKa Meacayiiapo^Hbix Macc-MeAHa b coBpeivieHHOM HH(J)opMau,H0HHOM oGinecTBe, othocht: • ycjiojKHeHiie KOMKpexHbix ct|)ep peneBOH KoiwiviyHMKanMH na ypoBHe CMM (ycTuan ny6jinmiaa peiib, ra3eTHo-ny6jiHHHCTHMecKHH CTHJib, cneuHtfíHKa H3biKa pa^no, TejieBH/ieHHH, MurepHeTa); • pa3Hoo6pa3He Hopivi peneBoro noBe/ieimn OTAejibHbix couHajibHbix rpynn HaxoAHT oTpaaceuHe b híwkoboh aeňcTBMTejibHOcrH Macc-Mcana; • jeMOKpaimaiiiiíi nyojiHUHCTHHecKoro crajia h pacuiHpenne nopina-THBHbix rpanHn sobiKa CMM; • «anit puKanii iannn» H3biKa CMM; • cjieAOBaHHe pe>ieBoíi ivioae; • co3HaTeJibHbiň otxo^ ot jwTepaTypHO-a3biKOBOH nopvn.i. 04 Ilyó.iHiiiiciii-lecKHii CTHjib Hcnojib3yeTCH b hojihthhcckoh jimepaTypc, ero npe^CTaBjísiioT CMH - raaeibi, jKypHanbi, paAHo, TejieBHAenne, AOKy-MenTajibiioe kmho. IIlHpoKoe pacnpocTpaneiiHe nojiynmia ra3eTHO-acypHajib-Hasi patiiomi.iiiocTb ny(JjiHHHCTHMecKOľo cthjih. TeMaTHHecKHH ,inanaíoii cthjih npaKTHiecKH He oipammeii, He cjiywaňHO ero Ha3biBaiOT «jieTonwcbio coRpcivieHHocTii», TaK Kaie ero HHTe-pecyiOT, HanpHMep: nojíHTHKa, HíieojiorHíi, (j)njiocona, OKOHOMnra, KyjibTypa, cnop-r, noBceAHeBHbiií 6biT, TeKymne co6biTns, paccMarpHBaeMbie cKB03b npH3My onpeaejienHbix n oji hth KO-ti^eon orn h ecKHx ycTaHOBOK. TjiaBHbie 3a/taiH ny6jinuncTHKn: 1. coo6mcHne hoboctěh; 2. Hx iíommch i iipoBaime; 3. oueHK-a <})aKTOB h coÖhthh. CouHajibHan ouenoMHOCTb - OAHa H3 niaBHbix oco6eHHOCTeň a3biKa ra3eTbi, HyacAaioinaaca He TOJibKO b noHHMaHHH ABjíeHHÍí, (j)aKTOB, coöwthB, ho h b HX comia;ibHoFf ohchkc, nu iťjjiipc iaiiMii •SyHKUHH H3biKa iiyó.niiKiic iiikií CneuH^HKy nyöimuHCTHMecKoro cthji» cocTasjíseT B3aHMoaeHciBHe aßyx yHKuHÍI HH(|>opivfaTHBHan, KOTopaa bcačt k (jjopMHpoBaHHK) HeHTpajibnoľo cjioa cjiOBapa, peHeBbix CTaHaapTOB, cTpoeBoií jieKCHKH, HeoôxoAHMoH /iná cxiOBecnoro o4)opMJieHníi cooômeitHH. M 4>yHKUHH bo i ioÍHT8yH)uia»i, Koropaa oöycjiOBJiHBaeT HajiHHHe h (j)opMnpoBaHne t. Ha3. ouenoMHOH JieKCHKH (HaeojiorHMecKoň, oömecTBeHHo-nojiHTHHecKoň). JleKCHKa aaHHOro THna o6pa3yeT Hanoojiee BawHbiR pa3pa/i CTHJia, KjiioneBbie cjiOBa, xapaKTepH3yroiu.He tonna.ibiio-no.iniiľiecKyH) Han-paBjíeiiiiocľb raaeTHo-nyôjiHUHCTHqecKoro TeKCTa. BjiaroÄapa B3aHMoaeiicTBHK) 3thx ^uyx (jjyHKUHň ny6jihHHCTHiecKOMy TeKCTy cboííctbchho coMeTäHHe 3KcnpeccMH n CTaH^apTa h iiohckm hobux, neoóbiMiibix Bbipa3HTejibHbix cpeacTB, nepexoAamnx nepe^KO no35Ke b CTaH^apT, ujTaMii. JleKCHKa nyÖJiHUHCTMiecKoro cTHJia MarepHajioM ajis (j)opMnpoBaHH5i ra3eTHo-ny6jiHu,HCTH4ecKOH jieKCH-KH BbiCTynaeT bch jickchkü oomejiHTepaTypHaa, KOiopa« pauiopojiia: no COCTaBy, TGMaTHKC M fBblKOBbIM KaHL'L'l BUM, CneunHbiii) onpcflejuiex ujMpoKHH ciieKTp ny6jinu,nciHMecKHx npoH3BeaeHHH - or cflepwaHHbix, Tpe3BO-aHajinTHHecKnx no SMOHHOiia/ibiibix, jiHHHOCXHbix, npHcrpacTHbix. /J.J1H coBpevieHHoii ra3exbi xapaKTepHa npHCTpacTHOCTb (t.e. ckjioh-HOCTb k MeMy-To). J\o cepe;inHbi 80-x tdaob BbicTynaji aBTop k3K o6o6ujéHHoe jiMUo, KaK pacnpocipaHHTejib H^eň KOMMyinicíHHecKoĚí iiapTwn n H3/iaKHnero opraHa. JJ 31.1 KOBO-CTHJIHCTHieCKHe HiMeHCIillfl B COBpCMCHHblX ( Mil H3blKOBO-CTHJlHCTHleCKHe miUťHOHHíl B COBpeMeHHbIX CMH CB8- 3aHbi c TeM, hto H3 Bcex (j)yHKHHOnajibHbix CTHJieří pyccKoro »3biKa nanf>o.;iee 3aMeTHbie imieiu-miH b nocjic^HHe nojiropa .oecHTHJTexHfl 3a(J)HKCHpoBaHbi HMeHHO b CMH (cp. rjioöajibHbie nojiHTHKO-connajibiibie npeo6pa30BanHH, npoHCuieflUJHe b Pocchh h CTpaHax U,enxpajibHOH Eßpoiibi c 1985 r.). B Pocchh b 90-e ro.ibi b H3BecrHOÍí Mcpe noBTopsuiacb CMTyauHs 20-x TO/I.OB XX b., KOi'Aa nocjiepeBOJiiouHOUHbifi p030Bbiíí oriTHMH3M nopoiK^aj] acenaHMe rjiyöoKO iipi'oöpaiouaib He rojibKO oômecTBenHbiH cipoR n 3ko-HOMMiecKoe ycTpoßcTBO, ho h Kyjibrypy, ho h jíHTepaTypHbiň vnbiKOBoíí KaHOH (t.c ero npaBHjia h hopmh). MHorne 3kc i pajiiuirniici'iihclkhc (paicropbi BbnaajiH iipeo6pa30BaHH5i b iiyöJiHUHCTHKe, a hmchho M3MeHeHHe CTaryca h (^ynKUHÍí CMM b oömecTBe; nojiyiieHHe .neMOKpaxH'iecKHx cboöoa (ne-ia™, cxioBa); oiMeHa ueH3ypbi; 96 nepecTpoíÍKa CHcreMbi CMH noA bjihhuhěm nojiHXHnecKoro, HfleojioraiecKoro pacc^oeHHM o6mecTBa; pa3BHTHe KOHKypeixmbix oxHotueHHÍí MejK^y CMH; H3MeHenHe KOMMyhmkuthbhoto cTaxyca ay^HTopHH. CpaRHťHiie nonepecipoe-iiioíí h roiipcMeiiiioií npeccbi Pocchh B HaeojiorHMecKH a h i 'ujkh po ra h ho ŕí npecce Bxopoň nojiOBHHbi XX BeKa BCTynajia xorAauiHíis Haeojiorn jHpoBaHnasi HHc|)opMauH0HHas HopMa b Henpeo/iojiHMoe npoTHBopeiHe c oGbeKTHBHOň HHcjjopivianHOHHOH Hopinoň. HmpopiviauHH xorjia oxjiHMajiacb bmcokoh cxeneHbio HeflocroBepHOCTH, TaK KaK c oahoh cxopoiibi 6buia h36mtohhoh (HH(|)opMaiuiH o coSbixnax RH y i pen i ich 5KH3HH lipu vKpaiu HBajiacb, pncoBajiacb b CBexjibix, paaocxHbix h npnnoaHHTO-Top>KecTBeHHbix xonax); c Apyroň CTopOHbi oHa ôbijia pe ivuHpoBaiiHoií h ii03TOMy h e/rocTaToh ho h (cBe/ieHHii o coowxhax sa pyßeacoivi oKpaujHBajiHCb ivipamibiM ubctom c oxtchkom HenpH5i3HH). yßejTHMeHHe o6t>CMa HH(J)opMauHOHiioro nojis coBpeMenHoií npeccw CB»3ano c pacuiHpeHHeiw Bceň ny6jiHHHCTH4ecKoíi npofKiCMaTiiKii; c npaKXH- 'leCKHM HCMe3H0BeHHeM «3aKpblTblX SAH» fljia CMH; C B03MO5KH0CXblO a;ib'iepnaTHRiioH noflann HH(t»opMaiinii ÔJTaro^apa MAeojiorH'iecKOMy, nojíHTHMecKOMy, XBopnecKOMy paccjioeHHio npeccu. noKa3 oflHoro h xoro coôbixHfl c pa3Hbix ciopoii cnocoGcxBycT b coBpeMCHnoií ra3exe o6i.eMHOMy ero npeflcxaBJíeHHK) B .aonepecTpoeHHoií npecce 3KcnpeccHBHaa ^yuKUH" noaaBjisuia h rpaiicíjjopMHpoBajia HH(j)opMaTHBnyio (J)ynKi|Hro, coaepaiarcnbHo npecca xoraa oxjiHManacb: skcctkoh HMnepaTHBHocTbio (t.c He AonycKammeíí Bbiöopa), onHonjiaHOBOCTbK) (t.c cBoeö HenoKoneÖHMOH HfleojiorHMecKoň ycTanoBKofi); ojiionanpaBjíeuHoccbio (ocymecTBjrajiocb B03fleřícTBHe co cropoHbi ra3eTbi KaK opraHa napTHH h rocyaapcTBa Ha HHTaTejia, a ne B3aHMOAeRcTBHe o6maiou3Hxcsi). B coBpcMeiiiioii ra3eTe o6e 3th 4>yHKUHn (HHijjopMaqHOHHaa n B03AeíícTByK)iuaa) nočné ocBOÔoiKfleHHfl ot Ae^opMauHÍí, Bcě 6oiiee BbicTynaiOT b cBoeíí ochobhoíí po.iH - Hit(J)opMHpoBaiina h 3KcnpeccHBH0cra. CTHJiHCTHMecKoe MHoroo6pa3He ny öji h iihcthkh J\jia nyßjiHUHCTHKH HOBeRiiiero BpeiweHH xapaKTepno cTHJiHCTHnecKoe MHoroo6pa3He: 97 • ocBoGoiKjťHnc penn b CTopoHy CHH5KeHHH cthjih (npouecc >KcnaHcnn pa3ioBopHOH pe^M BnjioTb AO npocTopeHHa h H&jiHTepaTypubix h3HKObhx CpCÄCTB); • b TeKCTbi npoHHKaroi cjieHi ubkic h »tapi oHHbíc neKcnHCCKne cahhhuh; • HHTHMHiaUHlI HUIOSKCHHH BHOCHT AyX AOBepH TejlbHOCTH B H3J10- >KenHe; • npHBJíeHeHHe ahujioi obmx (j)opM penn; B03pocuiaH HacTora ncnoJib-iOBaHHíi Aeipopiviamm t. Ha3. npeueAeHTHbix (t.c o6men3BecTHbix) tckctob c nOMOmblO npHÖMOB HHTHpOBaHHfl, aJljn03MH, peMHHHCHeHU.nR, CCbIJlOK, napac|)pa3, napoAHÖ, KOTopuc cnocoöcTByior ^opivinpoBaHHio y HHTaTejui AonojiHHiejibHbix accouHanHH (Cenapamucmbi ecex cmpan, paeunumecb Ha KfíeôeKÍ). • b AMajiorn4ecKHe oraoineiiHH BTariiBaioTCfl ne lOiibKO TeiccTbi, ho h co3Aaxejin m miTarejiH, TeKCTbi h hx noTpe6HTCJin. Maccosan KOMiwyHHKauHH Ha nepBbiň b3uiha tckctu b Macc-Meana no ochobhmm napaMeTpaM CXOHC11 c TeKCiaMH ecTecTBeHHbix pa3roBopOB no oejrpaHHHHOCTH h He-npeACKa3yeiviocTH TeiwaTHKH n no HMHTauHH ecTecTBennoíí KyjibTypHoH oöcraHOBKH. B coAepacaxejibHOM njiaiie MaccOBaa KOMMyiíHKauHH h paaroaopHocTb ne orpaHHHem.1 b TeMaxnKe n b npHBJTeHCHMH caivibix pa3JiHHiibix, b tom hhcjtc n HeBepöaiibHbix, Bbipa3HTejibHbix cpeACTB. 06e onn ooycnoBJienw chk»-mhiivinofi aicrya^bHocTbio (Kacawweřics rojibKo HacTOHwero MOMeHTa), nepexOAameň hjih nocTOflHHoň, OTHOcameňca, HanpHMep, k HToraM Bbi6opoB npe3HAeHTa; k xoAy bohhh; k H3o6peieHHio, nepeBopa4HBaiomeMy >KH3Hb; k nporno3y noroAbi; k coctohhhk> BamoTHoro pbíHKa h t.n. Maec-iweAna, ocoßeHHO TeneBHAeHHe, KaK 6bi norpyJKaiOT b ce6a, C03flaKJT «BOBJieieHHOCTb» - HJ1J1103HH) yiaCTHH 3pHTeJIH B TOM, H TO 3ByniiT b penpOAyKTope n npoHCxoAHT Ha 3Kpane, ne 3aCTaBJisis ero AOMbicjiHBaxb HH(|)OpMaHHtO. MaccoBaa KOMMyHHKauna, oTJiHHaeTcs CBoeíí öecKOHeiHOCTbio («tceAHCBHaa ra3e-ra, KpymocyTOKHoe paAMO n TcneBemaHHe) KaK «eAHHCTBeH-iii.ifl b mupe ßecKOHeiHbiH cepnaji». PaA»o h TejieBHflemie, KaK n ra3eTHaíi BépCTKa (cBěpcTannbiií Haöop ra3eTbi), AeMOHCTpnpyioT lepeAOBaHmi nH()>opManHn h KOMMeHTapnsi; Te.renp\ia>i bohíto-meiiHH HHijiopiviauMH (cjioBecHoň nncbMeHHon h^h ycTnoň roBopHiwoß h neceHHOH, CTHxoTBopHofl, npo3aHHecKoň, MOHOJiorHHecKoíí, AnanorHqecKoň, a TaKace My3biKajibHoň n H3o6pa3HTejibHoň) iipeACTaB^jieT co6oň HOByio 4>opMy OBemecTBjTeHHJi nyöJinuHCTHHecKoro TeKcra- MyjibTHKOMMyHHKaraBHyio. 4. B coBpeMemioíí nyOJiHUHCTHKe b cba3h c H3o6peTaTejibCTBOM acypHa-J1HCTOB nepeAKO chhmuiotch 3THHecK[ie h 3CTeTHwecKne Ta6y h npowcxoAHT yTpaTa nyBCTBa TaKTa n Mepu. >KypHanHCTbi ceßqac, CHHMaa «BeTO» na npHMeHeHHe KaKnx-jiHÔo cpeACTB »3biKa, hmciot jiBHoe npHCTpacTne k TOMy, Mio paHbuje He AonycKanocb. B MOAe cnoco6 Bbipawaxbca, KOTopuft Ha3WBaioT «5i3biK0M TpaMBaňHoň riepe6paHKH» (pmz,: ccopa, conpoBOAflaeMaa 6paHbjo h pyiaTejibCTBaMH). 5. ÁBTopbi CTpeiMHTCH He paccKa3aTb, a iioKawb. B oparopcKofí penn ceroAHH coBceM cHHMarorcíi Te 3anpeTbi, KOTOpbie OTjiHMajin ee ot penn 6biTOBoří, b Hopivie He t|)HKCHpyeMOH h noroMy AonycKaioiAeií MeHee otbct-CTBeHHbiíí n oÖAyMaHHbiß oröop n KOMno3nqHio cpeACTB Bbipaacenns. 98 99 lio'iiiif ivHOBciiiie t. nai. «/Ke:i'i oii» npeccbi b Pocenu H3MCHCHHSI npeccbi b 90-e rojjbi npHBCJiH k iiohb.iciihio Ha nenaiHOM POCCHHCKOM pi.ihkc T. Ha3. «SKejlTblX» (t.C ÖyjIbBapHblX) hh(j)OpMaU,hohho- pa3BjieKaTCJibHbix KOMMepnecKHX CMM. CrpeMjieiiHe pajBjie4i> HMraTejm, yaepsicaTb ero .noooii iiciioň b «wejnoH» npcccc Tpaiic(popMHpyeT ra3eTHbie »caHpbi. HH(|>opM»tpoBaiii<ť HHTaxejiH b KHOCTH); oßmciiiie c a/jpecaiOM nacTo ipa.viiijibsipiio h t.ji. Kjiaccu(pHKamin mlatmi) «iköjitoh» iipeccu (no inepc y6biBaHHa KanecTBa aHajiH3a AencTBHTejibHOcra): 1. «iTpOMeiKyTOMHbie» H3/jaHHH, KOTOpble THrOTCIOT k Ka4eCTBCHHbIM ra3craM, no mmciot b HaiiHHHH HeKoiopwe ocHOBHbie lepru «acejnbix». 2. ByjibBapHbie H3flaiiHa, KOTopbie co/jepacaT b ochobiiom Bee 4epibi «acejiibix» H3;iaHHÍi. Ohh 6ojiee oanaiibHbi no co/jepHKeHHhiM nacpocoM Hacjiaacj(CHHH, ceHcaunoHhocth h OTKpoBeHHOfi ByjibiapHOCTH. 4. IIn.iyiiopiiorpaíptľiecKiH' h iiopHorpaqWieckne H3,uaHHa c yKJiOHOM b cropoHy ocBeiueHHii aeBHaHTHbix hojiobmx oTHOinenHÖ. ThIIOJIOI H4CCKIIC 40p 1 i>l «VKC. I I OH» lipcCCbl K HaHÖOJiee xapamepubiM TMnojiorH4ecKHM ncpraM «acejiToß» npeccbi MoacHo othccths cciicaiiiioiiiioc 11>, CKaHflajibHoe ocBemenne Ta6yHpoBaHHott leMaTHKH (oco6efino ôojibuioň nmepec «acejnaa» npecca npoaßjiaeT k rpčM BHaaM TaöynpoBaHHori hhKejiToří» npeccbi HBJiacTca iiepeeec Bioya.ibHOH cocTaB.iHtomefl Ha/i tckctoboh. B «jk&itoh» npecce HaÔJiiojjaeTCfl 3KcnaHCHsi «apKHx» o(j)opMHTCJibCKHX 3JieMeiiTOB: uBeTa, HJunocTpauHH, 3aiojioBKOB. llepe^Ko HJijirocTpanHH b ra3eTax paccMaTpn-BaeMoro Tnna 3aHHMaK)T o67>ěM no nojioBHHbi nojiocw h ôojiee. 9Ta ocoöeH-HOCTb jicMOHCTpHpyer BOnnomeuHe BaacHeHuinx ncHxojioiH4ecKHx )(j)(|)eKTOB JHO60ÍÍ MaCCOBOH KOMMyHHKaUHH - 3M0UH0HaJlbH0rO H 3CTeTH4eCKOrO. Ho ocoGeHHOCTb «acejiTOH» npeccu 3aKJiK)4aeTca b tom, 4T0 SMOHHOHajibHaa cocraBjiaiomaa buxoaht na nepBbiR njiaH, Hepc;iKO b ymep6 3ctcth4cckoh. 3arojiOBOHHbie komii.ickci>i ctohh oco6biM 3jieMeHTOM (oköjitoK» npeccbi. B HeH ohh yace aasno Hcnojii>3yioTCH kíik nojinou.enHaa pa3Ho-BHjjHOCTb H^aiocTpauHH. 3arojiOBKH «JKe'jiTOH» npeccbi ítoctohhho fia.iaiicii-pyioT Ha rpanH npas/ibi h jijkh. OpcvuieHHe k npHBJieKaTejTbHOCTH äjia 4HTaTejia aocTHraeTC» 3a c4čt HrHOpnpoßaHHa ajieKBaTHocTH 3arojioBKa TCKCTOBOH COCTaBJl«K)UJ,CH. '/Kanpi.i iiyÖJiHUHCi H ku 06bi4HO BbiflejiaKiT rpn rpynnu xcaHpOB (C3C, 2003, 79): initpopMa-HHOHHbie (3aivieTKa, penopTa>k, HHTepBbio, OT4ěT); ana.inTH4ecKiic (öeceaa, CTaiba, KoppecnonjieHUHa, peuen3Ha, oÖ30p, o6o3penHC) h xyao-íkcc i ne n n o - n vo. i n u it c ih4cckhc (seče, 04epK, (jpejibeTOH, naMcpjier). B nepe4HCJTemibix waHpax peajiH3yioTca Te nepTbi h npH3iiaKH, KOTopwe 3aKJiK>4aeT b ceôe 4)yHKHHOHajibnbiH cinjib. H 11 ([• o p m a u n o 1111 bi o waiipu 1. llHIpOpMailllil, COOÓlUCHHť. \ poll ii K'a /laiOT OTBCT Wá HaTb OCHOBIIWX BonpocoB: umo? into? zde? kopou? noueMy? b b h/je TeKCTa oÖteMOM ot oahoio ao Tpex-4eTbipex npe/inc»KeHHH (Bnepa « Mocnee omKpunacb «HcmuGKa...; Ce2odnH e EKamepunôyppe npoxodum coópanue 3aempii a ilepMu cocmoumcH oxpbimue....). 101 J\n9 oi ŕi tckct, paccKa34HK 3aMacxyK) oneBHAeu., >khbom CBH,neTejib coGuthh. B 3aMeTKe AonycKatoTCH 'jjiCMĽHTbi o6pa3HOCTH h onncaHne jiKVieii, CHiyanHH, oöcioHTe/ibCTB h ycnoBHÍí. 3. B penopxa»cax KoppecnoH/teHT onepaTHBHO cooômaer AJi» neHa™, pa^Ho, TejieiiHAeHHfl o KaKOM-jin6o co6biTHn, oneBHAueM KOToporo on 6bui (Mm iiaxodiiMCH e sajte oúnacmnozo Mysen; Cemac cnacamejib npuKpenmem jiecmnuuv; TlpsiMO nepedo mhoü...). Fa3eTHHK cooGuiaeT o «Kyco'iKe AencTBHTejibHocTH» (Hanp. opMHpoBaHHbiM jihhom). «HoBocTHoe», hh(|)opMauHonHoe HHTcpBbio coAepjKaTe^bHO npeA-CTaBjieT coßoii KopoTKyio hjih pacnjHpeHHyK) 3aMCTKy, i.e. oho KOHCTaTHpyei coßbiTHe h coo6uu,aeT KpaTKyio hh(|iopManHio o ero AeTanax. >KypHajiHCi 3aaaeT Bonpocbi o HCKOTopbix noApoônocTHX coowthj), n Hii(J)opMHpoBaHHoe AHUO KOpOTKO Ha HHX OTBenaeT. Aiia.iH rimecKoe HHTepBbK) - pa3BépnyTbiH Anajior o npoÔJieMe. >KypnajiHCT b cbohx nonpocax 3aAae'T pa3Hbie acneKTbi eě paccMOTpeHHa (cyTb, npHHHHbi, cneACTBHa, cnocoôbi peiijeHHH), MHC^opMHpoBaiiiioe jinu,o na 3th Bonpocbi noApoÖHo oTBenaeT. Po^b >KypnajiHCTa iie naccHBHa. Ero no3HaHHH b AaHHoK iipoöxieMe noiworaioT CTaBHTb Bonpocbi no cyui,ecTBy h laKHM o6pa30M ynacTBOBaTb b dbopMHpoBaHHH KOHuenuMH TeKcra, b ([wpMyjiHpoBaiiHH Te3HC0B, KOTopbie CKjiaAbiBamTca h3 npeAnocbijiKH Bonpoca >KypHanncTa n OTBeTa coßeceAHHKa. HHTepBbK) b 3JieKTpoHHbix CMH - 3TO AHajior, peajiH3yiomHH 3aKOHO- MepilOCTH liyÖJlHMHOil ĽlIOHTaHHOÍÍ pCHH. CO CTOpOHbl VKypiia.lHCia HHTCpBblO npCACTaBJiaCT COHCTaHHC BOn- pocoB, 3aroTOBjieHHbix h cb060aho B03HHKaKtuj,hx b npoucccc pa3roBopa; BbipaiKCHHe ou,eiiKn otbctob; MCHBas, nacio BecbMa iMonHOHajibHa» peaKUH« Ha hhx (corjiacHe, Hecorjiacne, yTOMHeHHe h t.n.); hi.ickuii.iBaime co6cTBenHoro MHCHHs no oßcyacAaeMOH TeMe. XCypiiajiHCT cjieAHT 3a reM, HTofibi coôeceAiiHK He oTKjionsuica ot tcmw h noHCHJUi AeTann (b tom hhcac TepMHHbi), KOTopbie mohih 6w 0Ka3aTbCH nenonaTitbiMH nsin cjTyiiiaTejieíi^pHTejieH. Co CTopoHbi imlepnbioHpycMoio iipn HHTcpBbio nposBJiaeTca: rjiy-6oKaa ocBCAOMJieHHOCľb b npoöjieivie (t.e. wejioßeK oöJiaAaeT oöiuHpiibiMH CBeAeHHHMH b KaKOH-JTHÖO OÖJiaCTH). CnOMTaHHOCTb pe'lH npOaBJlHeiCfl TOJlbKO b HenoAroTOBJienHOCTH KonKpeiHOH 4>opMbi OTBera. 103 OtBGT b HHiepBbK) CXpOHTCH B COOTBCTCTBMH C TCKyiU,HM pa3ľOBOpOM H 3aBHCHT OT (JjopMbi iionpoca, TaioKe ot CKa3aHHoro paHee hjih ot chiomh-hvthoix) 3aMenaHMH >KypHajincia. Ha ypoBHe dpopiubi nposBJiaiorca Bee ocoôeHHOCTH Anajiorniecicoii cnonraimoií ycTHoň penu: ocoôbiií pviTM, o6ecnennBaeMbiH 6jih3khmh no ÄJiHiie cHHTannaMH; nay3bi; noHCK cjiob; HenojiHora cHHTaKCH4ecKHX kohct-pyKUHií; noBTopbi; noAXBaT penjiHK (B0cnojib30BaTbca neM-HHÓyAb CKa3aHHbiM, npoflOJiíKHTb Hyníyio Mbicjib); nepccnpocbi n t.a. HnTepBbK> b npecce - 3TO nHCbiueHtibiH leKCT, nepeaaiomnß ycTHbiö AHanor h coxpaHflKMUHň HeKOTopwe npH3naKH enoHTaHHofi ycmoM penH. HmepBbK) oneHb Macro aBJiaerca coct3bhoh nacTbio wypHajiHCTCKoro TeKCTa apyroro waHpa: penopTawa, CTäTbH, oHepsa, peuen3HH. A n a.u n i h "i ec k h e >KaHpbi 5. npoöJieMHa« CTaTbH nocBauieHa Bceryía KaKoň-TO oahoh BaacHoft cou.Hajii.Hoii, nojíHTHMecKoR hjih coMHajibHO-3kohomhiiecKoíí npo6jieMe, ocBemaeMOÍí c pa3JW4ifbix cTOpOH. B otjihmhc ot HayHHoň craxbH Ha Ty ate TeMy, aBTop H3naraeT npoÔJieMy, Bo-nepBbix, aoxoahhbo, BO-BTopbix, o6»3a-Tejibiio BbipajKaa cboö jihmhoc ornouieHHe k Heü, npHMOM b hbhoh (|iopMe. B oTJiHiHe ot iiayHHoň ciaTbH, npoÖJieMHaa craTba Ha ra3eTHoR nojioce 0Ka3biBaeTCíi nocBameHHoň TeMe, Koropaa HinepecHa h BawHa He A-hh y3Koro Kpyra cneuHaiiHCTOB, a ajia Bcero oGuiecTBa. OHa ne MovtceT öbiTb BbiAepwaHa b HayMHOM cTHJie, a AonacHa 6biTb nayHHO-nonyjiapHoii. ÍHbiKOBbie cpeACTBa, Koropbie b Hen Hcnojib3yioTca, 3HaiHTejibH0 pa3Hoo6pa3Hee Tex, hto Hcnojib3yioTCfl b HayLiHbix craTba x Ha Ty >fce TeMy. B aHajíHTHHecKoň npo6jieiwHOH CTarbe, aBTop nocjie o6aneAOBaHHa (J)aKT0B, npoBOAH'ľ Hx niyOHHHbiíí aHajiH3 h o6o6meHHe. Ha 3toíí ochobc Aejiaer HayiHO oôocHOBanHbie h oomeemeHHO 3iia4HMbie bmboam. 6. PeueH3HH - 3t0 paccMoipeHHe CMbicjia n oľohkh, aoctohhctb h HCAociaTKOB HayiHoro hjih xyitoxecTBemioro npoHSBeAeHHa. 7. CTanrbH-nporH03bi 8. /JncKyccHOHHbie Kpyrjibie ctojim 104 XyaojKecTBeHHo-nyßjiHUHCTHHecKHe acaHpw 9. XyAOHcecTBeHHbiH oiepK - jKanp 6jih3khh jíHTepaType, CHHTe3 penop-iaiKHoro h 3KcnpeccHBH0-ny6jiHUHCTH4CCKoro. 3to 6ojiee whpokhíí acanp no cpaBHCHHio c penopTa»:eM, 6ojiee aHanHTH4ecKHÍi h öojiee jimmhuh. AßiopcKoe «a» o4epKa hmcct 6ojibiiiyio ncHxojiora4ecKyio narpy3Ky, onpeAejiaer TOHajibHOCTb npoH3BeaeHHa. XyaojKecTBeHHbiíí onepK npHBJíeKaex hmchho CBOCň OKpbITOC TbFO 4ybctb h MblCJieH, KOTOpbIMH aBTOp AejlHTCfl C 4HTaTejieM o nepejKHTOM h iipoAyMaHiioM. Te\iaTH4ecKH 04epKH BecbMa pa3Hoo6pa3Hbi: ohh MoryT 6biTb, narip., npoÖJieMHbiMH, nopTperHbiMH, nyreBbiMH, co6bi™ňnbiMH. 10.0>ejibeTOH - acaHp, ripcAcraBjiajoinHH co6biTHe hjih npoojieiuy b CQTHpH4ecK0M hjih, pence FOM0pHCTH4ecKOM ocBeuj,eHHH. OejibeTOHbi MoryT 6biTb aApecHbiMH, BbicMeHnaiouiHMH KoiiKpeTHbiii dpaicr, h 6e3aApccnbiMH, o6jiH4aiouiHMH HeraTHBHoe counajibHoe aBJíeHHe. B rcKCTe mo>kct pac- CMäpTHBaTbCa CAHO COÖblTHe HJIH HeCKOJlbKO Co6blTHÍÍ, npHBJ]e4CHHblX aBTopoM na ocHOBe cxoACTBa MeiKAy hkmh h těm caiwbiM AeMOHCTpnpyíoinHx THiiH4HocTb anajiH3HpyeMoio HBjíeHHa. HecMOTpa Ha to, 4to b nocjieAHnc nojiTopa AecaTHjicTHa b h3wkoboh CHCTCMe ra3eTbi npon3omjiH cymeci nein i i.ie iumchchhh, nyÖJiHHHCTHKa 3aHHMaeT BCAyiuee MecTO b cthjihcthhcckoh crpyrrype pyccKoro jíHTepa-iypHoro a3biKa. Ho chjic h MaciiiTaöy a3biK0Bbix BKycoB, pe4eBbix HopM OHa npeBoexOAHT xyAOJKecTBemiyio pe4b. OcoGeimo BejíHKa pojib CMH b TaKHX npoueccax, KorAa MHorae HOBbie cpeACTBa JTHxepaTypHoro BbipaKeHHa po>KflaioTca h OAoSpaioTca b ny6jiHHHCTHKe. OaH3K0 CJieAyeT HMCTb b BHAy h b03mo)KHOCTb 01 pima Iť.lbHOl O BJ1IIH- iiiiu CMH Ha JíHTepaTypnwíí A3biK (3jioynoTpe6jienHc 3aHMCTBOBanHaMH, waprOHaMH, By^brapH3MaMH, napymcHne a3hiKOBbix HopM h t.a). 105 PeKJiaiMM íhblK peKJiaMbl MOKHO JIMlIb yCJlOBHO OTHeCTH K iiyÖJlHUHCTHHeCKOMy CTHJ1IO, TaK KaK b peneBOH oprann3au,nH peKjiaMHbix tckctob co/iepacHTca Miioro caetera n neo6biMnoro. CymecTByeT mhowcctbo cnocoGoB nepcaa*iH peKJiaMHblX nOCJiaHHH - CT KJiaCCHMCCKHX pCKJlaMHblX OÔbHBJíeHHH H llJiaKaTOB AO 3TMKCTOK M KJieaUieR JieHTbl. CpC/K'IBa KOMMVIlHKaUIIM MO>K,IY lipOHiBO.HH icievi (lipOAaBI(OM) n 3a-KS3HHKOM! 1. peKJiaivia; 2. CTHMyjiMpOBaHHe cöbua; 3. CBH3b c oömcciBeHHOcTbio; 4. jiHiHan npoaawa; 5. npuMoii MapKCTHHr. PeKJiaivia - 3to Jiioöaa oiuia^iHBaeMaa onpeAejiěHHbíM cnocoöoM (popivia HejiHMHoro iipcic i aB.icimn k npo ibh/Kchihi: HAeň; TOBapoß; ycjiyr. OcHOBHbie cyÖbCKTbi peicnaMHoro pi.iiiK-a 1. peKjiaMOAarejib (HHwj,naTop peKJiaMiioň KaivinaHHH, onjiaMHBaeT ee); 2. peK.iaMiibiii nocpeAHiiK (no iiopyiieHHio pocjiaMO/iaiejiH jaHHMaeTca pa3pa6oTKoň h ocymecTBjieHHCM pcKJiaMHoR AeaTejibHOCTH b HHTepecax 3aKa3MHKa); 3. cpe/jCTBO pacnpoci paHetiHii peK.ia\iimíí iiii<|)opi\iauim (\iejnaKa-Haji - 3TO (j)H3HHccKoe hjih hopMAHHecKoe jihuo, iipeAocTaBJiaioinee peoaMHoe iipocipaHCTBo una pa3MeuieHHJi peoaMHOH iipoAyKHHH); 4. iiorpeunic.il, peKjiaMbi (jwua, «o Koiopbix aoboahtch peKJiaMiiaa HH(|)opManHa). ynKHHS - r. e. peKjiaMa ;ioji>KHa HH(})opMH- pOBarb O HOBblX lipOAyKTaX H B03MO>KHOCTaX MX HCriOJlb30BailHa, O HOBblX B03MO>KHOCTÍIX HCI10Jlb30BaHHH ytKC 3HaKOMbIX TOBapOB. 2. y6e5K/iaK>maH Kiiaa c tohkh 3peHHa KOMnaHHH. ÜHa AOJiTKHa y6e;iHTb noKynaTejieň, wo hmchho nannaa KOMiiaHiia (hjih 106 /laHHbiH TOBap) 0Ka3biBaeTca cľimmm jiyniiiHM, caivibiM /leuiěBUM, npHHocHT caMyio 6ojii>iuyio nojib3y h ncöTOMy Mbi aojiwhm ero KyiiHTb. 3. yiiKUHa na no m n Hau h si - cBa3aHa c peKJiaMOH Ha npo/ryKibi, KOTophie y>Ke H3BecTHbi h KOMnaHHH xotat nanoMHHTb, hto TOBapw nocroaimo cymeci'ByioT Ha pwHKC h ohh nocToaHHO npHiiaAJiewaT k jiymrjHM na pbiHKe. OfibCKT pCK.iaMbl ()6beKTOM pettnaMbi MoryT CTarb: TOBapbi uHpOKoi'o noTpeöJieHHa; npo-MbiujjicHHbie H3/iejina; immcHbie npo/ryKTbi; khhih; BbiCTaBKH, apMapKH, (jiec-THBanH; 6biTOBbie ycjiyra; opHiiancoBbie ycjiyra; o6;iacTb TypHiMa; oöjiacTb KyjibTypw; oÖJiacTb cnopTa h AP- HaiiDOJiee paciipocTpaHCHHbie cnocoSbi peK.ia.Miipnrcaumi 1. Ilpu mau peKJiaivia • no noHTe («AHpeKT Menji»); • jiHHHO BpynaeMbic peoaMHbie Maiepnajibi, HiK^opMaunoniibie nHCbMa, J1HCT0BKH H T.A- 2. PeKjiaMa b npecce • b laserax; • b MaccoBbix »ypHajiax; • b cneuHajibHbix wypHajiax; • b fiiojuieTeiiax <|)HpM. 3. ricia i Hau peKJiaivia • peKJiaMHbie bk.ki /ii.iuiii - HeöojibuiHe jihctkh c peKJiaiviHbiM TeKCTOM, Koropbie BKJiaAbiBaioica b ra3ery, Kiinry, noicynicy; • peKJiaMHbie ópniiuopbi (npocneKTbi) - Heoojibiiine ôpouiiopu c oiiHcauHCM TOBapoB. Ohh iu>Apo6no paccKa3biBaioT oömhho o6 oahom TOBape (ycjiyre) hjih o ipynne OAHopojJHbix oôbCKTOB peKJiaMbi; • peKJiaMHbie k-aia.ioni - cnncoK, CHCTeMarHMecKHH nepeneHb npeflMeioB, TOBapoB, ycjiyr, cocTaBjíeHHbiíí b nopa^Ke, o6jier4aioiueM hx Haxo)KfleHHe; • peoaMHue 6yKJieTbi - mannte, oTneiiaTanHoe Ha oahom jihctc, KOTopbiň CKJiajibiBaeTca TaK, >ito mo>kho ero iHTaTb 6e3 pajpe3KH; • peKJiaMHbie jihctobkh - neiaTHbiri jihctok c HjunocTpanneii h peKjiaMHbiM TeKCTOM; 107 • peKJiaMHbie npocneicrbi, otkpwtkh, KajicHAapn h Apyrne bhaw neMaTHoK npoAyKUHH. 4. )iopaHiia*i peKJiaMa • khho; • TejicBHjieHHe; • cjiaň;j,-iipoeKUH}i. 5. HapyjKHaa peKJiaMa • KpynHora6apnTHbie njiaicaTbi, pncoBauHbie xyAOVKiiHKOM; • '3JieKTpM(j)MunpOBaHHbie (hjih ra30CBeTHbie) naHHo; • cboôoaho CTOfluine mi i pnHbi c TOBapaiwH; • cTaiiHoiiapiibie cpeACTsa HHopMau.nn; • BpeMeHHbie cpeacTBa pcKJiaMbi h nH$opMaii,Hn; • peKJiaMa Ha TpaHcnopTe; • peKJiaMiio-3pejiHiuHbie MeponpHHTHH. 6. PeKjiaivia Ha MecTax npojia* • BHTpHHbl viara sunou; • BbiBCCKH, mauis, njiaHuieTbi b íopioBOM 3ajie; • yiiak-oBK-a (KopoÖKH, u>yTjiMpbi, 6yMara, KJieimiaa jienTa c HaHe- CěHHblMH Ha3ßailHflMH H TOBapHbIMH SHaKaMH peKJiaMOflaTCJlH). )lo,iro ioHK'a peKJiaMHbix tckctob IIoaiotobkoh peKJiaMHbix tckctob saHSiTO Öojibuioe kojihhcctbo cneunanncTOB b npoMbiuuieHHOCTH, TopioBJie, cneuHajiH3MpoBaHHbix peKJiaiw-iibix areHTCTBax n OTjjejiax peKJiaMbi cpeacTB MaccoBoö HHcliopMaw-iH. npn noAroTOBKe peKJiaMHbix tckctob Baaiiio ynrnbißaTb ocHOBHbie rpe6oBaiiHsi k peioiaMHOH AejrrejibHoc™. Jlioôoe peoaMHoe nocjianne aojdkho cooinercTBOBaTh Medtcöynapoönomy nodeKcy penjiaMHOü npuKtnuKU, npnnsi-TOMy Me>KAyHapojj,HOH ToproBoß najiaroíi b Ilapnace b 1987 ro/ry. OcHOBHbie npHHUHnbi PeKjiaMHOro KOfleieca Jlioooe peKJiainiioe nocjiaHne o6>i3aHO öbiTb lopnAmiecKH 6e3ynpe>inbiM, 6jiaronpHCTOÍÍHbiM, qecmbiM n npaßAHBWM. HnKaKoe peKJiaMHoe nocjiaHHe He aojdkho noApwßaTb o6mecTBeHHoe AOBepwe k peKJiaMe, KOTopaa ncn3MeHH0 oTBenaex oöincnpMHJiTbiM HopiviaM PeKjiaMHOro KOAeKca. 108 1. bjiaroiipnc roňnocTb. PeKJiaMHoe nocjiaHHe He aojdkho coAepwaib yTßep>KAeHHH, HAymnx Bpa3pe3 c npMHSTbiMH b o6m,ecTBe npaBHjiaMH 6jia- ronpHCTOHHOCTM. 2. HecTHocTb. PeKJiaMHoe nocjiaHne aojdkho 6biTb takhm, hto6m He 3JioyiiOTpe6jiflTb AOBepneM noKynaTcnsi n He ncnojib30BaTb ero HeonbiTHOCTb h HeAOCTaTOK 3HaHHH. 3. OSmenejioBeMecKHe uchhocth. 1) PeKJiaMHoe nocjiaHHe He aojdkho 6e3 BecKHX ocHOBaHnß nrpaTb Ha MyBCTBe CTpaxa. 2) PeoaMiioe nocjiaHHe He aojdkho HrpaTb Ha cyeBepnax. 3) PeKJiaMHoe nocjiaHHe ne aojdkho coAep-JKaTb iiHMcro, KeHHß, KOTopwe npsiMO hjih kocbchho, nytöm iieAOMOJiBKH h AßycMbicjieHHOCTH, a TaK>KC npeyBejiHHeuHsi MorjiH 6bi bbccth noKynarejia b 3a6jiy>KAeHHe, ocoGeHHO b othouichhh: a) cooTBeTCTBHH Ha3naMeHHK) h oßjiacTH npHMeHeHHji, MCCTa npoH3BOACTßa h crpaubi npoHcxo>KAeiiHi! TOBapa; 6) noTpeÖHTejibCKHx cbohctb TOBapa h AeficTByiomHx ueH; b) AOCraBKH, o6MčHa, B03BpaTa, peMOHTa h oôcjiyscHBaHHH; r) ycjiOBHH rapaHTHŕi; A) aBTopcKHX npaB n npae Ha ripoMbiuijicnnyio coôcTBeiiHOCTb, TaKHx, KaK naieiiTbi, TOBapiibie 3HaKH, AH3aiin, roproBbie HaHMeiiOBaiiHa h t.a.; e) o(})HUHajibHoro npH3HaHHH hjih OAoGpeiiHa, harpa>KAeHhsi MeAajiaMH, AHHJlOMaMH, npeMHflMH. 5. OöteKTHBHOCTb. CparmeHHe aoctohhctb3 roBapoB aojdkho 6biTb 4ecTHbiM h ocnoBainibiM Ha A0Ka3aTejibnbix upara. Oho aoa>kho coot-BeicTBOBaTb npHHiiHiiy KOHKypciinnn. 6. ,a,OKa3aTejibHocTb. PeKJiaMHoe nocjiaHHe He aojiíkho coAepwaTb AOKasaTejibCTB h cbkactcjilctb, aBjíaioiuHxca C0MnnrejibHbiMH hjih He CBH3aHHbiMH c KBajiHcpHKanHeH h onbiTOM Toro jiHna, KOTopoe Aaér TaKHc AOKa3aTenbCTBa h CBHAerejibCTBa. 109 7. HeaonycTHMOCTi. o'iepHéHHii. PeKjiaMHoe nocjiaHHe He aojdkho OHepH3Tb HHKaKyfo npoMbiLHJieHHyio hjih KOMMepiecKyio Aejri'CJibnocTb hjih npo(J)ecCHro, a laioKe HHKaKoň TOBap, BbicKa3biBasi npsiMO hjih kocbchho npe3peHHe, nacMeiiiKy hjih hto-jih6o noAOÖHoe. (...) 10. OTBeTCTBeHHOCTb. PeoaMO/iareJib, HcnouHHTejib peoaMHoro noc-jiaHHii hjih peKjiaMHoe areHTCTBO, H3flareJib, BjiaAejieij CMH hjih hhom ynacTHHK peKJiaMHoro npouecca Aonaceu necra nojinyio OTBCTcrseHHOCTb 3a to, wo HMeHHO OHH npeAJiaraioT oöiuecTBy. CTpyKTypa peKJiaMHoro Teiccra CTpyKTypa peKJiaMHoro TeKCTa 3acjiy>KHBaeT ocoöoro BiiMMaHHH, TaK KaK TeKCT - BaiKHCHuiHH sjieMeirr nenaTHOH peicjiaMbi (ne4aiHoe peKjiaMHoe noc-jiaHHe MOaceT bkjiioLiaTi» enje pHCyHKH, <|)OTorpa(|)hh, (|)HpMeHHbie 3HaKH h flp.j. TeKCT peKJiaMHoro nocjiaHHH 6yjiCT nojib30BaTbcs ycnexoM y inTa-rejieří jiHUJb npn ycjioBHH onTHMajibiiofi CTpyKTypw. OßbiiHO peKOMeHAyeTcsi pa3ÔHBaTb TeKCT Ha Tpn nacra, KajKAaa h3 KOTopux BbinojiHacr cboio (])yHKUHK). llepBaa nacTb - sto c.ioi :ih (jio3yHr), r.e. 3arojiOBOK peoaMHoro nocjiaHHsi h nepßbie ctpokh TeKCTa. IIa3HaHCHHe cjiorana - npHBJie4eHHe BHHMaHHH aApecaTa, peKOMeHAyerea MaKCHMajibHO o6ecneiiHBaTb ero 3mo-UHOHajibHyro iiacbimcHHOCTb. OcHOBHati nacTb peKJiaMHoro Teiccra nepejjaěT bck) HinJiopMauHio. Ot cojrepacaTejibHOCTH stoh nacTH reKcxa, ero HiKJiopMaTHBHociH, fciycjiOBHoii npaBflHBOCiH 3aBHCHT 3(J)4ieKTHBHocľb peKJiaMbi. Ojiho h3 BajKneiimHX rpeöoßaHHH, 3to TpeöoBaHHe coHeTairnsi nen3BecTHoro c H3BecTHbiM, cjieayer Hanaib c hoboto, 3aTeM coothccth iioboc ľ H3BecTnoíi HHCJiopMauHeií, 3aTeM CHOBa IipOAOJDKHTb pa3IOBOp 0 HOBOM. Ha3HaMenHe íaKJiio'iin e.n.iiim nacTH peKJiaMHoro TeKCTa -3aKpeiiJiarb Bbi3Bainibie cjioranoM h ochobhoh hh(J)opMauHOHHOH nacrbio nojioiKHTejibHOH 3MOUHH, no6y»maTb noTCHUHanbHoro noTpeoHrejis k AencTBHio, k noKyiiKe TOBapa. 110 Ochobhuc í p coo Banna k pcK.iaiuHbiM tckcthm 1. PeKJiaMHbiH TeKCT AOJiacen 6biTb KoiiKpc i hum, uejieHanpaB- jieHHbiM. PeKJiaMHbiH tckct upe/rcraBJuieT coöoii coweTaHHe iepT nyöJiHUHC-THiecKoro, HayHHO-nonyjiHpHoro h omacTH pa3roBopnoro h AenoBoro CTHJieň. 2. PeKJiaMHbiH TeKCT flOJixceH 6biTb AOKajaTejibiibiM, jiornnHO nOCTpOCHHMM, MOXO/jmhbmm. 3. PeKJiaMHbiH TeKCT flOJlJKeH 6blTb KpaTKHM, JiaKOHHIHblM. KpaTKHH TeKCT jiyniiie BocnpnHHMaeTCH ^HTaTeneM. HccneAOBanHM noKa3ajiH, mo y TeKCTa H3 5 CJioB 3anoMHHaK)Tca Bee cjioBa; H3 10 b cpeAiteM 3anoMHHaioTCH Bcero 4-5 cjiob; h3 25 cjiob 3aiiOMHHaK>tch TOJibKO 4-8 cjiob! 4. PeKJiaMHbiH TeKCT AOJiaceH 6biTb opHrmiajibttbiM h HenoBTopHMbiM b Acransix h OAHOBpeMeHHO cooTBCTCTByiouj,hm HeKOTopbiM oömenpHiisiTbiM o6pa3naM. 5. PeKJiaMHbiH TeKCT AOJiweH 6biTb JiHTepaTypHO rpaivioTHbiM. )Kyp-HanncT b o6jiacTH peKJiaMbi aojdkch BJiaAeTb bmcokoh KyjibTypon penn. HapyuiCHHe jíHTepaTypHoň HopMbi nopoacAaeT peiiCBt.ie oiuhökh, KOTopwe CHHMcaioT 330BaHHe • Bcex njiacTOB pa3roBopnbix h KHHacHbix cjiob, ne hmcioluhx orpann- MHTejlbHhlX IlOMeT B tojikobux cJioBapsx; • cuennajibHasi jieKCHKa h <})pa3eojiorHíi MoryT 6biTb oiipaBAaHbi, ecjiH peK-jiaMa oöpaiuena k cneHHanHcraM; • una jieKCHKH peKJiaMHbix ickctob thiihmhs pacTymaa TepMHHOJio- THHHOCTb; • TeKCTbi coAcpacaT h HOMeiiKJiaiypubie HaHMeHOBaiina; • uiHpoKoe npHMeHeHHe HHOHibiHHOÖ JieKCHKH; • jieKCHMecKHe o6pa3Hbie cpeACTBa (snnTeT, cpaBHeHne, MeTac[)opa, rnnep-öojia, ojiHueTBopeHHe). Mop(|iojiorHMecKHe ocoôchhocth H3biKa peoaMbi. • name Bcero ynoTpeÖJiaioTCH HMcna cyniccrsHTejibiibie, Koropbie Bbinoji-HsnoT BaaciieHiuyio HH^opMaTHiniyio (|iyHK[j,hk); III • KanecTBeHHbie npHJiaraiejibUbie n o6pa30Baiinbie 01 hhx Hapenna npnaaioT H3biKy peKJiaMbi 3KCiipeccnK>; • ynoipeÖHTejibHbi TaioKe MecTOHMeHHH. Chhthkchc peKJiaMHbix tckctob paccwraH Ha ôbicrpoe BocnpnaTHe • oh npocT; • Hcri0Jib3yioTca HOMHHarnBHbie, HenojiHbie npeaJioacenna; • MacTbi oöpameHH«; • no6y/iHTejibHbie KOHcrpyKunn; • oÔĽJHpubiH iicpeneHb oanopoaHbix hjichob; • xapaKTepHO ynoTpe6jieHHe BonpocHTejibHbix h BOCKjiHuaTejibHbix npe/J,Jio>KeHHfí. /Kaiipi.r peKJiaMbi b ra3eTax h Jtcypnajiax 1. PeKjiaMHoe o6i»nBjieHHe 2. PeKjiaMiiaa 3aMeTKa 3. PeKJiaMHasi CTaTbH 4. PeKJiaMHbiň penopTaxc - «HaraaaHoe» npeacTaßjiCHHC o co6birnn nepes HonocpcACTBeniioe BocnpnaTne »cypHajiHcra hjih aencTByiomero jiHua. UcHHOCTb 3aKJiioMaeTCfl b tom, hto aBTOp aejwTca cbohmh BnenaTJieHHsiMH hjih MbicjiaMH 0 peKJiaMHpyeMOM o6i.eKTe - 3<})<(>eKT «npncyTCTBHa». KpoMe 1010 aBTop hc TOJibKo paccKa3biBaeT, ho h aaer ouewcy yßnaeHHOMy. 5. PeKjiaMHoe HHTepBbH» oÖJiaaaeT ocoôoň chjioh yöeaHTejibHOCTH. TeKCT oöpaäyiOT ÖJiOKH «Boripoc - orseT». 6. PeKJiaMHaa pciiemmi npOBO/inr BCecropoH h h h aHaiiH3 peKjiaMHpyeMoro o6i.eKTa (khhfh, TearpanbHhie iiocTaHosKH, (jwjibMM, KOHuep™, BbicxaBKH). OöbiHHaa peucHiHa npHBO/jHT aocTOHHCTBa h HeaocTaTKH, ho peiüiaMHaa peueH3HH oôpamaer BHHMauHe TOJibKo Ha aocTOMhctBa. 7. PemraMnaa KOHcyjibTauiin - cobct, aaßaeMbiR cneuHajincroM 06 HCiiojib30BaHHH TOBapoß hjih iT0Jib30BaHHH ycjiyraMH. 112 nPAKTMHECKHE 3A^AHMH ia^aiiiiť 45 a) Ha caiiie www.itar-tass.com imune uiKpopManmo 06 oahom h3 KpyiiiieiiiiiHx MHpOBbix iiti(|>opMaiiHoiiiibix areHTCTB HTAP-TACC (o ero učíopwH h iipcTjiaraeivibix ycjiyrax). 6) Ha caHTe www.smi.ru HaňanTe ny 6jihhhcthhcckhe TCKCTbi Ha panii.ic Teivibi (Hanp. nojiHTHKa, SKOHOMHKa, KyjibTypa, cnopT, noBceaneBUbiři 6ht, »ejiTaa npecca h apO, npoßeaHTC hx cthjihctii-rcktiíi aiiajim h nonpo6yHTe onpeaejiHTb hx waiip h apryMCHTHpyňTe cboio TOHKy 3pennn. b) Ha caihc http://www.advertology.ru/index.php?name=Subjects&subid=49 b TeKCTe MencdyHapodnozo KodeKCupemiOMHoü npaKtnuKU iiaíun 1 e HpaBHjia OTHOCHTejibHO peKJiaMbi, HanpaBjíeHHOH Ha nereä. Jaaamíc 46 npoMHTaiÍTe 3arojiOBKH CTaTcň. (B CKoSicax vKataiibi Teiwbi ra3eTHbix CTaTeíi, noMeiiiěHiibix noa sthmh iai ojioBkaMH). OxapaKTepH3yňTe CTpyirrypHO-CHHTaKCHHecKHe, jieKCHKO-ceiviaHTHHecKHe h CTHJiHCTHiecKHe ocoôeiiHOCTH 11 p íl b e nemiwx ra3eTHbix 3arojioBKOB. 1. Iloujjia pe3na HapoaHaa. (Hnaná na nopore rpatfcaaHCKOH BoíÍHbi) 2. CrpoiiKa HaTpofÍKy. (O KanecTBe >KHjiHuiHoro CTpoHTejibciBa) 3. ripa3AHHK co cjie3aivin Ha rjia3ax. (npa3AHonaHHe flna ľloôeabi) 4. KoMnbioTcpiibie puuapH. (/ÍpyacecKHň 6jiaroTBopHrejibHbiií TypHHp CTap-ujeKJiaccHHKOB b KOMnbrorepHOM KJiy6e npoiněji noa oôuihm jro3yHroM «rioapocTKH npoTHB napKOTHKOB h CnH,IIa») 5. Opxnaea-(j)HKC. (06 aMepHKaHCKOM peacnccépe, yßjieKaiomeMC« opxnaea- mh, H erO hobom (})HJlbMe) 6. BaneT «ÜHKOBaa aa\ia» no6n.ii Ty30B. (B pe3yjibTaie rjaneTHOro KoiiKypca bcc Tpn Harpaabi: 3a jiynuHH cneKTaKJib, 3a Jiynmyio aceHCKyio h My>KCKyk> pojiH -yujjjn b MOCKOBCKHH BojibiuoH TeaTp) 7. B aßyx rojiocax ot otct3bkh. (O tom, hto aJifl aocponnon otct3bkh cnnKepa napjiaMeHTa JTeHHHi paacKoií oÔJiacTH He XBaTHJio aßyx tojiocob) 8. Bepern sHeprnio CMOJioay. (ľJiaBHoe - 4>opMnpoBaHne 3Hepro3())(})eKTHB-Horo o6pa3a >kh3hh) 9. /Tana jiojkhux noKa3aHHÍí. (O CTpOHTejibCTBe aatH nojíHTnqecKoro aeaTejia BbicoKoro paHra) 113 lO.nepBbiM AeaoM caMOJierbi. (O aBHanpa3AHHKe b Tyiunne) Ll.JlexHHe «noAcne>KHHKn». (O tom, 4to iiocJTe TaaHHH CHera o6napy;>Kn/iocb HeMajio rpyrioß) Jajaimc 47 OnpeaejiMTe iKaiip npnBcieiiHbix ra3eTHbix MaTepHajioB 1. OpraHbi (J)Mi[aHcoBoro KOHTpojia Pocchh h Ka3axcraHa npoße^yT cob-MccTHbie npoBepKH na EafiKonype. 06 stom 3aaBHJi Biepa npeAceAaTejib CweTHOM najiaibi P4> Cepreil CrenaiiiHH nocjie BcrpCHH c maßon Ka3axcTaHa HypcyjnaHOM Ha3ap6aeBbiM. HanpaBJieHHa 6yayuiHx npoBepoK y>Ke o6o3HaHeHbi. CieTnaa najiara naMepeiia eine pa3 noKonaibca «b CTapux rpeuiKax» hc^thhux KOMnaHHH, KOTopbie yxoAHjiw ot lianoroß iiepe3 «KocMHiecKHH oo>ujop». TaioKe CepreH CTenaiuHH oöemaer HaürH Ha BaÜKOHype nponaßiuHe $ 46 mjih. 2. OejjepajibHoe Ka3eiiiioc npeAnpnaTHe «coÖn.TOflHMnopT», o6jiaAaroLU.ee npasaMH Ha 17 TOBapmax 3HaK0B TpaAHHHOHHOH pyccKofi boakh, ocTaHerca b rocyAapcTßeHHOH co6cTBeHHOCTM. 06 3T0M ßqepa saaBHJi Hirrep^aKcy hctohhhk b annapaTe npaBHrejibCTBa. IlpHBaTHiauHa KOMnaHHH He ruiaHH-pyeTca. CpeAH TOBapnux MapoK, HcnojibjyeMbix HCKJiioHHTejibHO rocy-AapcTBOM, ocTajOTca H3BecTHbie boakh m nacTOÖKH Stolichnaya, Moskov-skaya, «JlHMOHnaa», «PyccKaa», Kubanskaya. 3. - KaK nojiyHHJioch, hto Bac (JtyeKH MaHa - O.K.) npnrjiacHJiH Ha pojib llacnapTy? - KorTia a Bnepßbie nojiyHHJi npHrjiauieHHe Ha cbeMKH b 3tom 4>njn>Me, T0 noAyMan: «KpyTo!» ... BeAb nacnapxy hc 6biJi KHTaöiieM, b poMane («BoKpyr cßeTa 3a 80 AHeil». O.K.) BOOÖuie HeT hh OAHoro KHraHiia! TorAa MHe noo6emajiH, mto, ecjiH a aüm corjiacHe Ha ynacTHe b nJibMe, AJia Mens HanHiiiyr cueHapHH, rAe 6yAer rjiaßHbiH repofi KHTaeu,. %, KoneHHO, coraacHjica. - Bbi onaTb cbirpajiw b komcahh h onaib AcpeTecb. HHKorAa He 6iii.no 5KejiaHna CKa3aTb: «Bce, c MeHa xßaTHT!»? - O, KOHeiHO, 3to 5KejianHe Mena npecjieAyeT. Ho b rojijiHByAe MeHa hhkto He npHrjiaiuaeT curpaTb b «KpaMepe npoTHB KpaMepa». 114 ia/iamie 48 ripoMHTaHTe ra3eTHbiK reKCT h onpeaejiMTe, KaKHe H3biK0Bbie cpeACTsa HcnojibjOBaHbi b pojiu 3Kcnpecceivi. CKOJibKO jieT KoiueKi BeccMeprHOMy? Hh 3a mto He yraAaenib. Hto eMy rOAa - oh BeAb 6eccMepTHi,iH. CKOJibKO JieT AjieKcaiiApy OnjiHnneHKo? To>Ke Bonpoc b nycTOTy. TaKoe BnenaTJieHHe, hto aicrep, HeKorAa cbirpaBLUHii 3Toro caMoro Kornea, HaciojibKO nepeBonjioTHJica b CBoero riepcoHa>Ka, hto CTapeTb coßceM ne coÖHpaeTca. Bo BcaKOM cjiynae, Ha Moefi naMHTH oh He MeHaeTCa BOo6nie - KaaceTca, h 20 jier Ha3aa 6biji tohho TaKHM jkc. O B03pacTe 4>HJiHnnenKo momcho cyAHTb pams hto no ero AeTam. Bce »ce Ha BHAy. Bot yHMHLia Maina BeAÖT KaKyio-TO uih6ko no3naßaTejibHyio nepeAany. Bot 0TBa3HbiH nauia, H3BecTHbiH b TycoßKe KaK nauiTer, coTpacaex «ropöyuiKy» cbohm xapA-poKOM. MjiaAiuaa, Cama, nepcujjia Ha ipera« Kypc MrHMO. ^a, B3pocjiwe. Ho KOMy npHACT b rojioßy CHHTaTb roAW hx OTiia. BeAb oh no-npeacueMy nbrraerca o6baTb HeoöbaTHoe. H, HaAO CKa3aTb, no 6ojibuieR Mac™ 3TO eMy yAaeTca. PyKOBOAHT cbohm TearpoM, b höm >Ke HrpaeT. A eme khho, racTpojiH - SHeprHH AjieKcaHApa reoprneBHHa moäho rojibKo no3aBHAOBaTb. M bot HOßocTb: ceroAiia OnjinnneHKO - 60. He motkct 6biTb? noBepbre Ha CJ10BO. 115