AN ADVERTISEMENT AS AN OBJECT FOR LINGUISTIC RESEARCH


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Abstract

The article studies such phenomenon of mass communication as the language of advertisement. The author gives definitions to such concepts as the “language of advertisement”, “text of advertisement”, and makes an attempt to differentiate between these concepts. The article presents a review of Russian and translated foreign literature researching this issue, outlines scientific areas which study advertising. The article describes basic characteristics peculiar for advertisement texts: both linguistic and extra-linguistic. It considers functional characteristics of advertisement text, goals for its creation, and the mission it has – to influence a consumer using various psychological, linguistic, visual (graphic) and other means. The language of advertisement is considered as a specific linguistic structure that develops according to its on laws, breaking sometimes standard norms to emphasize influence on the addressee because it pursues its own non-linguistic objectives. The main communicative aim of an advertisement is to force the consumer to choose the products, goods or services advertised. The article tells about specifics of advertising texts which consists of using both verbal and non-verbal elements regardless of the type of advertisement. Linguistic peculiarities of advertisement texts are studied in the article. The author distinguishes a number of linguistic means used in creation of an advertisement that are grouped as phonetic, lexical, syntactic, morphological, stylistic and the other. The main consideration is given to the use of stylistic and lexical linguistic means. In particular, the paper gives examples of using such linguistic means in advertisements as metaphor, hyperbola, personification, repetition, idiomatic expressions, neologism, jargon, etc.

About the authors

Elena Urievna Zhdanova

Togliatti State University, Togliatti

Author for correspondence.
Email: celena111@yandex.ru

main specialist of the Center of scientific journals

Russian Federation

References

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