Influence of Advertising Texts on Speech Culture of Children and Teenagers

Abstract

The article is dedicated to the advertising texts for children and teenagers, its influence on their speech culture and presents some evidence for the existence of such a special advertising texts. Advertising has deeply penetrated in modern life having become not only a part of commercial sphere but of culture and life in general. “The peculiarity of advertising is that it is located on the border areas between science and art, Economics and politics” (Borisov, 2001). That is why, of course, it influences (both negatively and positively) on children and teenagers psych and worldview. In recent years, psychologists are actively studying the way advertising influences on children and teenagers and their undeveloped psych and worldview. From a linguistic point of view, we can mention the following means used by the advertisers to attract children and teenagers: 1) Occasionalisms. 2) Youth slang. 3) Advertising text containing verbal and non-verbal components. The use of graphics makes printed advertisement closer to be loved by children TV advertisement. Jargonisms (or slang) are not literary norm of language, but, watching them in the media children might be confused about their stylistic identity. This phenomenon makes a negative influence on youth speech culture that is why it is needed to lessen the number of jargonisms in advertising texts for children and conduct educational work concerning the stylistics of such words at home and at native language lessons. Creative (non-standard) advertising solutions are often criticized. Thanks to such texts children learn language game, understand the system of native language, analyzing word-formation models. This increases the motivation to learn the language, its’ spelling and morphemic.