On intensification of verbal behaviour: inter-level contamination

The paper is devoted to a most complex and interesting problem in communication - an intensification of verbal behavior. The object of our study is printed advertising discourse, where the author’s intention is realized in a particular speech act by choosing the optimal linguistic and non-linguistic means aimed at the intensification of verbal behavior to achieve the perlocutionary effect. The author emphasizes that the process involved is based on the contamination of expressive means belonging to different linguistic levels. In the discourse analyzed, expressiveness is considered as a manipulation means when the producer realizes the intentional use of certain linguistic means.