Abstract
Advertising is one of the principal genres which surround us superfluously today. In the modern world, we cannot avoid encountering ads locally and globally: they ‘bounce’ upon us on the pages of the daily papers and journals; they draw our attention along motorways on billboards; we have to listen to and watch them on the radio, on TV and on the Internet. Ads draw our attention to the qualities of marketed products or services and appeal to our needs and emotions by using highly creative and ‘colourful’ language. Ads are carefully designed to catch people’s attention and with them advertisers enforce consumers to remember specific product names by using some typical, marked linguistic choices, for example, wordplay, imperative mood, inventing new words and using familiar words in new contexts (Dyer, 1982, pp. 139–41). Such phenomena and advertising genres have frequently and extensively been studied by linguists (see Bell, 1991, pp. 135–42 and Geis, 1982; Vestergaard and Schroder, 1985; Coleman, 1990; Cook, 1992; Myers, 1994; Goddard, 1998; Crook, 2004).
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