Hrad N. Prosodic and Pragmatic Characteristics of English Video Presentations of Apple Company (an Experimental Phonetic Study).

The study applies a complex research methodology of prosodic and pragmatic characteristics of English video presentations including the use of empirical general scientific methods (comparison, measurement, experiment), special methods of auditory and acoustic analysis (computer-oscillographic and intonographic analysis), linguistic interpretation of the research results. The research introduces two main discursive strategies in the company's advertising communicative space: the communicative-pragmatic strategy of interiorisation of the product as an individual value and the strategy of creating a group identity. The thesis offers four secondary pragmatic strategies: the strategy of the understandability to the average customer; the strategy of the intellectual challenge; the strategy of the involvement of intertextuality means and the strategy of the brand mythologization.