THE ROLE OF LEXICAL MEANS TO CREATE EXPRESSIVENESS IN THE LANGUAGE OF ADVERTISING ON THE INTERNET

Abstract

This article is devoted to the study of lexical means to create expressiveness in the language of advertising on the internet. Researchers express an abiding interest in this topic. However, the emphasis is mainly placed either on certain means of advertising, or on a specific part of speech. The purpose of this study is to consider the ways in which different parts of speech (i.e., nouns, verbs, adjectives, numerals, pronoun and adverbs) are used in internet advertising slogans. The paper takes on the following tasks: addressing the vast empirical data in the area of research and applying it as a basis for our study; determining the functions of different parts of speech in a sentence; identifying how frequently they are used; and establishing the degree of their expressiveness in advertising, which is considered to be of paramount importance when attracting the attention of potential buyers. The material for the present study was selected from Spanish- and English-language websites covering the period from 2012 to 2021. The research methods include comparison, synthesis and analysis of data, as well as comprehensive semantic analysis. General tendencies in the use of specific parts of speech are supported by concrete examples, which totalled several hundred. The results of the study allow us to conclude that different parts of speech are applied to create a vivid and memorable advertisement and fulfil not only a semantic, but also a stylistic and expressive function. Apart from this, with a view to creating greater expressiveness, the considered means are combined with visual images, which enhances their impact on the consumer of advertising.