Language of Advertising and Communication Via Advertising
Language of Advertising and
Communication via Advertising
Contents
Introduction 3
Chapter 1. Concept of advertising as an act of communication 7 1.1. Definition of Advertising 7 1.2. Communication and Advertising 8 1.3. Functions of Advertising 12 1.4. Image Advertising 14 1.5. Advertising Text and Slogan 15 1.6. Conclusion 16
Chapter 2. Language of advertising 18 2.1. General Characteristics of the Ad-slogan 18 2.2. Lexis 19 2.3. Grammar 20 2.4. Style 23 2.5. Comparative Advertising 31 2.6.Conclusion 33
Chapter 3. Pragmatic aspects of advertising 34 3.1. Pragmatics and Advertising 34 3.2. Concept of Appeal 37 3.3. Relational Aspects of Advertising 39 3.4. Speech Acts in Advertising 41 3.5. Conclusion 44
Conclusion 46
Bibliography 49
Appendix 52
Introduction
The subject of this research is the analysis of the language of advertising and its relation to social environment. The impact of advertising on the modern world is increasing and thus became a major area of study from a broad multidisciplinary approach. Sociology and psychology attempt to find possible ways of its influence on society, mentality, mind, and human behavior. Linguistics emphasizes the literary norms of the language used in advertising and the stylistic features of written and spoken types of same. The objective of sociolinguistic study is to discover the mechanism of the impact of advertising upon language as a variable entity and actual linguistic process, which is demonstrated on the levels of style formation and word formation of the language. New words to mean new ideas and new facts of mass media society are the most broad and active field of new lexical developments in modern languages.
Stylistic peculiarities of media texts
Communication via Advertising
Contents
Introduction 3
Chapter 1. Concept of advertising as an act of communication 7 1.1. Definition of Advertising 7 1.2. Communication and Advertising 8 1.3. Functions of Advertising 12 1.4. Image Advertising 14 1.5. Advertising Text and Slogan 15 1.6. Conclusion 16
Chapter 2. Language of advertising 18 2.1. General Characteristics of the Ad-slogan 18 2.2. Lexis 19 2.3. Grammar 20 2.4. Style 23 2.5. Comparative Advertising 31 2.6.Conclusion 33
Chapter 3. Pragmatic aspects of advertising 34 3.1. Pragmatics and Advertising 34 3.2. Concept of Appeal 37 3.3. Relational Aspects of Advertising 39 3.4. Speech Acts in Advertising 41 3.5. Conclusion 44
Conclusion 46
Bibliography 49
Appendix 52
Introduction
The subject of this research is the analysis of the language of advertising and its relation to social environment. The impact of advertising on the modern world is increasing and thus became a major area of study from a broad multidisciplinary approach. Sociology and psychology attempt to find possible ways of its influence on society, mentality, mind, and human behavior. Linguistics emphasizes the literary norms of the language used in advertising and the stylistic features of written and spoken types of same. The objective of sociolinguistic study is to discover the mechanism of the impact of advertising upon language as a variable entity and actual linguistic process, which is demonstrated on the levels of style formation and word formation of the language. New words to mean new ideas and new facts of mass media society are the most broad and active field of new lexical developments in modern languages.
Stylistic peculiarities of media texts
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