Automated analysis of the rythm in Spanish advertising text

Abstract

The article presents the study of the Spanish advertising text rhythmic specificity, based on the work of the computer application PRD (ProseRhythmDetector). The application was created and tested by the professors of YSPU named after K.D. Ushinsky and Yaroslavl Demidov State University. It searches for and analyzes 12 rhythmic means, including alliteration and assonance on the phonostylistic level, anaphora, epiphora, symploce, diacope, epanalepsis, anadiplosis, epizeuxis, repetition of interrogative and exclamatory sentences, and aposiopesis. For the analysis we selected texts from Spanish online advertising (40 texts with a total of 17,000 characters without spaces), obtained by continuous sampling method from the websites of sales companies. The main purpose of the study is to determine the frequency and specificity of using rhythmic means in the Spanish advertising text. The main research methods are the quantitative method, the method of analysis and synthesis, the comparative method (to compare the frequency and specifics of using rhythmic means). The main result of the study is the conclusion that the most active rhythmic means of Spanish advertising are the diacope and the anaphora. It should be noted that the volume of the advertising text practically does not provide for a variety of repetitions, which explains their rather rare use in the advertising text, however, it should also be noted that the most active tool is diaсope, since its elements are in free order when repeated, which partly explains its high frequency. Other means prove to be less active.