Language Of Advertising Research Articles

Vocabulary Analysis of the Advertising English—-Take The Economist as an Example

There are various forms of second language vocabulary learning, and advertising can be used as one of its input methods. With the popularity of "the Craze of Pursuing Graduate Studies" in China, the economist, a foreign magazine, becomes more popular due to rich articles and humorous language style. The advertisement language is exquisitely designed and commendable, it will enlighten English learners if learners further study. Therefore, the author chooses 100 pieces of advertisement in the economist as research materials to do analysis from the perspective of advertising vocabulary, so as to help senior intellectuals deeply understand the characteristics of English language and appreciate the original charming language. The purpose of this study is to help college and graduate students understand the characteristics of English language, the charm of English, in order to use English flexibly and improve English level and ability.

Advertising Textts For Watches - The Use Of The Evaluative Definition Of Attractive

In the article, we analyze the evaluative definition of attractive, and using examples we prove that in the advertising texts of watches, it refers to a positive assessment.From the material analyzed by us, it follows that, first of all, they are evaluated: collections of chronometers, one of the elements of the product or an addition, for example: a belt, a bracelet.In our work, we also included definitions of terms in the field of marketing and advertising, which are necessary for our linguistic research, for example: collection, series, models, design.Our work becomes part of a larger study of the language of advertising, which is a component of modern communication.

Foregrounding in English Advertisements: A Research based on Advertisements on TIME

Advertising forms an essential component of the business field, where the competition fight is the significant marker. Advertisements can give a psychological hint to consumers so that they purchase a product by using image ideology association. More than any other sign or symbol system, language employs a strong effect on consumers and their behaviors. The paper aims to apply Leech’s foregrounding theory on English advertisements on TIME and clarify the “language games,” including deviation and parallelism, so as to figure out its effects on market promotion. The author employs case analysis to examine the theoretical foundation, then presents and exhibits parallelisms and deviations in advertising using classification standards and standard examples. It is found that advertisement language parallelism and deviation is one of the essential linguistic attention-grabbing methods. With the help of the foregrounding, information contained in the advertisement acquires a new, often unexpected sound: at the minimum of the text, the maximum expression.

Techniques of Russian-Kazakh advertising translation

The article considers the translation techniques of advertising texts and slogans of popular international brands from the Russian language into Kazakh. The functioning of structurally different languages in one space, their interaction and interpenetration are a unique material for studying translation strategies of advertisements. The impact of the Russian language on Kazakh is observed at all linguistic levels, since the ideology of the former Soviet Union adhered to the policy of using one common language for all peoples living on the territory of the country. Today in Kazakhstan the reforms on the revival of the Kazakh language are being actively implemented: a new Latin-based alphabet has been introduced and the question of the language ecology is being raised, trilingualism policy (Kazakh, Russian and English) is implemented. The research shows that all these factors influence the technical and linguistic characteristics of translation strategies of advertising texts, since advertising as a form of communication mirrors the culture of the nation, changes in the society and the level of economic development of the country. In the research the following translation methods were identified: borrowings, direct translation, semantic modulation, grammatical transposition, and equivalence. The analysis of translation strategies shows that the language of advertising is not characterized by the excessive use of stylistic devices and expressive means. The article studies the impact of globalization on the advertising market. Advertising videos and texts are not adapted to the national market, since Kazakhstan is integrating into the global economy. Key words: direct translation, oblique translation, advertising language, slogan, language ecology

Gastronomic Italianisms in Modern Russian Language (Synchronic and Diachronic Aspects)

The article examines the gastronomic vocabulary of Italian origin in the modern Russian language, clears out the linguistic, social and psychological factors that determined its introduction in different historical periods. Three lexical-semantic groups are distinguished basing on definition dictionaries and cookery-books: the names of food-stuffs, drinks and dishes, the etymology of the lexical units included in them is considered, the history of their origin is given, and a cultural commentary is provided in order to clarify the meaning of these words. Gastronomic Italianisms derived from proper names are of great interest. Special attention is paid to the words pasta and pizza. As the study shows, gastronomic Italianisms are actively used in the language of Russian fiction and modern advertising. The study of the functions performed by these words in texts of different stylistic slant allows us to better understand the mechanism of adaptation of such words in the modern Russian language.

Phonostylistic means of car brand image creation

The current paper presents an overview of phonostylistic devices (alliteration, assonance, rhyme, onomatopoeia) most commonly used in slogans and taglines of the modern car industry. The advertising slogan, being limited by space and time, is viewed as an important part of any marketing campaign. In a similar manner to previous studies, this paper confirms that a slogan is an effective type of storytelling for brands. However, it differs from the tagline, which is supposed to be long lasting. In an endeavour to convey some characteristics or information about the product and make it memorable for the consumer, brand designers resort to various linguistic devices that make the advertising language effective. The analysis of commercial advertising slogans and taglines demonstrated that such phonological devices as assonance and rhyme are infrequent, while alliteration is the most productive sound technique. As for onomatopoeia, it appeared to be the rarest device in the analysed bulk of slogans and taglines. The obtained results show the capacity of these sound techniques to enhance brand image. Numerous examples provided in the paper are tailored to support this statement. Moreover, the paper addresses the issue of sound symbolism, since the interest in its manifestation in marketing is on the rise. Thus, from a phonosemantic vantage point, the most productive phonemes are sibilants, plosives and sonorants. Their recurrent character contributes to the creation of a brand image. The overall results may have significant implications for marketing teams that seek to create ear-catching and memorable slogans and taglines as well as shed light on the consumer’s psychology.

Язык рекламы: структурные особенности рекламных текстов

The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which it “speaks”? And what are its forms and structural features? Is the difference in advertising texts significant by type of communication, etc. The objectives of the study are to visually reflect the role of the presence of advertising in modern times, to understand the basic terminology, to highlight what goals the advertising text pursues, to establish what are the structural features of various advertising texts. The research methods in this scientific work are theoretical and scientif-ic-literary analysis, bibliographic analysis of conference collections and materials posted on the Internet. The analyzed information of scientific literature made it possible to draw a theoretical conclusion – the structural features of such PR-texts as a press release, an advertising interview, a background, and the practical conclusion of this research work are revealed – an applied opportu-nity to use the generalized material of this work.

The Main Factors Underlying English and Language Changes and Real-world Effects

Language is dynamical and liable to changes. This paper discusses “the main reasons underlying English and language changes”. It aims to ascertain the major factors which lead to language changes. The paper seeks mainly to focus on the following elements: grammatical, semantic, spelling and phonological changes. The paper also focuses on etymological aspects like, transmission, source identification and personal names, language contact and shift, linguistic accommodation, and new technologies. With regards to the current study, the researchers have adopted the qualitative approach through the interview data collection method, in line with explanatory research design, plus the review of literature review. The study involved language lecturers and university students in the English Course at <i>Universidade Licungo</i> in Quelimane-Zambezia. The study concludes that at any given moment English language, for example, has variations which are known as synchronic variation and the effect of language change over time. The conclusion is evidenced with regards to words or phrases concerned with a particular group of people of the language science, the language of medicine, the language law, and the language of advertisement. Indeed, several factors contribute to language change, invented words, borrowing, new technologies, trades and migration often occurring in response to social, economic and political pressures if enough users alter the way the language should be spoken. The study concludes there are positive effects on language changes, which include the accommodation of new inventions, standardization of the language and the linguistic historic evolution. There are also negative effects based on communication challenges, misunderstanding and linguistic interferences.

LANGUAGE OF ADVERTISING IN JAMES JOYCE’S ULYSSES

The aim of this paper is to examine the role of language in James Joyce’s Ulysses. In Ulysses, James Joyce slides from the objective to the subjective, playing with styles, rhetorical formulas, or figurative language through dazzling shifts between rigorous English and slang, mixing registers of the real, imaginary, and symbolical into a new world. The language of advertising is at its best in the 13th episode, Nausicaa. Here, Joyce uses the protagonist, Gerty MacDowell as a rhetorical mask for his intentions of mocking the consumer society of early 20th century Dublin. The character is entrapped in an alienating consumer culture which is supported by Joyce’s linguistic components of the commodity. The language used in Nausicaa bears an intertextual burden, similar to the vocabulary of the advertisements for female consumers.

A Syntactic Analysis of the Language of Advertising

A Syntactic Analysis of the Language of Advertising

浅析法语广告语的特殊会话含义

浅析法语广告语的特殊会话含义

The Image of Men in Advertising as Perceived by Polish Students of English Philology

Images presented in advertisements are very powerful and have huge impact on our perception of the world. The roles of women and men have changed within the last decade and therefore it is worth investigating the way they are perceived in advertising. The purpose of our study was twofold. First, we aimed to find out how Polish students from the English Department at a tertiary level institution in Poland, who are mainly females, perceive the image of a man in advertising. Our second purpose was to analyse their reception of slogans used in the advertisements. In order to find out the answers to our research questions concerning the image of males in advertising as well as language of advertising, we have decided to design a special questionnaire in which the students were asked to comment on advertisements associated with particular image concerning men. The advertisements had been chosen in relation to the categories established by Frith and Müeller (2010). While analysing the data we decided to use these categories, which are to be described in the theoretical part of the article. The obtained data has allowed us to find out what the image of a man is and what kind of language is used to make the advertisements effective.

Metamodernism and Language: Pandemic Era Advertising

In cultural theory, metamodernism becomes a new cultural paradigm of the twenty-first century, epistemologically with (post) modernism, ontologically between (post) modernism, and historically beyond (post) modernism. It appears in the context of political changes following the fall of the Berlin Wall and the environment of digital progress, but also in periods of financial and ecological crises. Rather than simple “zeitgeist”, metamodernism as an arriving cultural paradigm is to be understood more as a “structure of feelings” or sentiment so pervasive that it becomes structural. Metamodernism is symbolically presented by the dual nature of God’s messenger Eros, who operates between the worlds of mortals and immortals. Another metaphor to illustrate metamodernism is a pendulum that constantly fluctuates between opposites such as modern hope and postmodern melancholy, empathy and apathy or enthusiasm and irony.&#x0D; This paper examines Italian advertisements during the largest contemporary health crisis, the SARS-CoV-2 virus outbreak. The semiotic textual analysis is performed on the audio-visual commercials of well known companies, such as Vodafone and Barilla. In addition to this, several print advertisements of a local company for funeral services Taffo are considered. Different metamodern characteristics are recognised in all examined texts. In already confirmed pandemic narratives (such as “the celebration of being Italian and patriotic solidarity”, “the juxtapositioning of the “inside” and the “outside”, and the “humanization of technology at the service of human affections and emotions''), now the metamodern characteristics, as a new structure of feeling that brings hope, continuous oscillations between contrasted polls and a certain quirkiness, are being identified. The most relevant morphosyntactic, lexical and semantic traits of the Italian language in pandemic advertising are being compared with the same language tools in postmodern Italian advertising. Finally, different stylistic and pragmatic, rhetorical and semiotic tools are being interpreted and analysed, defining more closely the unique characteristics of “metamodern” pandemic advertising.

Image characteristics of the Russian language in the aspect of “soft power” politics

The article examines the possible ways to promote the Russian language within the framework of the Russian state policy of soft power, which forms a positive image not only of the Russian world, but also of the Russian language itself. The relevance of the research area is determined by the need to adjust this policy to the current conditions, complicated by the information war. The authors proceed from the fact that, acting in two different qualities - as a tool and as the owner of soft power - the Russian language forms its image and reputation. Endowing the Russian language with the properties of a soft po- wer actor, the goal of analyzing the mechanisms of forming the attractiveness of the Russian language in professional and naive advertising, comparing the models of its presentation and determining the specific indicators of attractiveness, is set. The examples of social advertising (both domestic and foreign), emphasizing the power and strength, spirituality and purity of the Russian language, the examples of advertising slogans invented by native speakers, to which methods of text and discourse analysis are applied, are given. The research is carried out on the corpus of slogans taken from advertising campaigns of the Russkiy Mir Foundation, advertisements of university educational projects, school contests for advertising the Russian language, polls initiated by the media. The professional and naive models of the Russian language social promoting are compared, and the latter assessed as the most creative and promising. Nave advertising seems to be a more effective tool of soft power policy, since it turns out to be more multidimensional, more meaningful and more human than professional advertising, and forms a more attractive image of the language.

Teaching Vocabulary Through Advertisement at The First Grade Students of Vocational High School

The objectives of study is to find out whether there is an improvement in students’ vocabulary mastery after using advertisement language to the first grade student of SMks Khazanah Kebajikan in academic year 2020/2021. The design research was pre-experimental research by giving pre-test, treatment, and post-test. The population of this research are the student of first grade of SMKs Khazanah Kebajikan in academic year 2020/2021. The sample of this research class of 10 AP. the value of t-calculation (3.97) was higher than the value of t-table (2.093) at the significance level 0.05, it can be concluded that the null hypothesis (H0) was rejected and the alternative hypothesis (H1) was accepted (3.97&gt;2.093). There is a significant difference between teaching vocabulary through advertisement and teaching vocabulary without Advertisement. Therefore, teaching vocabulary through Advertisement effectively enriches students' vocabulary mastery. The Advertisement significantly affects the students of 10th AP grade of SMKs Khazanah Kebajikan

Тематическая характеристика японской социальной рекламы

The article is devoted to studying the language of public service advertising in Japan. The Japanese public service advertising is characterised by the emotional approach to a consumer, creation of unique atmosphere, as well as by a high degree of individualism and desire to preserve national distinctness. The purpose of the study is to identify thematic characteristics of the Japanese public service advertising. The work is novel in that it is the first to consider the language of advertising texts in the aspect of thematic characteristics of public service advertising. As a result of the study, priority thematic areas of public service advertising have been identified: problems of the family, addiction, state of the environment and security concerns.

Analisis Kesalahan Berbahasa Indonesia Pada Papan Nama Toko Dan Reklame Di Jalan Jenderal Sudirman Palembang

The choice of words and forms of advertisements on billboards or name boards is intended to be able to attract people's attention. Billboards or signboard makers make it creatively. However, the use of the advertisement language tends to make mistakes. This study aims to describe the errors in Indonesian on billboards and name boards on Jalan Jenderal Sudirman Palembang. Qualitative descriptive research method with data sources in the form of 27 shop signboards and 3 billboards. The data analysis technique used the intralingual matching method. The results of the study concluded: 1) language writing errors on shop signboards are categorized into logical syntax of sentences, writing of abbreviations, use of punctuation marks, writing foreign languages, conjunctions, writing numeric units, composition of phrases, and foreign language structure (MD) and 2) language writing errors on billboards are categorized as using foreign languages and writing websites. Such mistakes are in writing the words Jl. ”, “No ”, “Fa. ”, “PT. ”, And “PD. ”, Which should be written as “ Jln ”, “No. ”, “Fa ”, “PT ” , and PD.

Standardisation Versus Cultural Adaptation: The Case of Language of Advertisements in Turkish and German

In the course of globalization, there are more and more companies that sell their products internationally. In particular international branded products have achieved a major upturn in the Turkish and German markets in recent years. A functioning international advertising is one domain where it is significant to distinguish between standardized - formally and content wise identical - and differentiated -adapted to the respective country. On the other hand, it is questionable whether standardization can be successfully implemented in all countries. Numerous factors with regard to country-specific characteristics - such as culture, underlying values and the form of society - play an important role here. The foundation of standardization is formed by an identical core message in all countries and has the goal of addressing and indirectly influencing the audience. Thus, an advertising message represents the decision-maker about the (in) efficiency of the advertisement or (non-) consumption of the product. Today, the product is attached to less functional, but mainly subjective characteristics that are supposed to cause emotions. This is especially true for branded products, as they try to build trust and build a bond with the consumer. Nevertheless, since often formal and content elements of the commercial - depending on the culture - can cause different interpretations and emotions, special attention must be paid to country-specific features and differences, especially when designing standardized commercials. However, it is possible to circumvent these cultural peculiarities by resorting to universal appeals. With this viewpoint, the present study aims to find out to what extent commercials are standardized or culturally adapted within the context of international comparison between Turkey and Germany.

THE PUN-GROUP OF LINGUISTIC DEVICES IN ADVERTISING MEDIA DISCOURSE

The language of advertising is unique and very peculiar in comparison with other elements of media discourse. The effectiveness of speech in advertising media discourse focuses on catching the attention of the target audience. Since the language of advertising is characterized by a distinguished persuasive function, the creators of ads spare no effort to make them catchy, interesting and witty. This is the reason why various linguistic devices are used to facilitate the comprehension and memorization of advertisements. In this regard, wordplay plays a significant role as the intentional usage of puns ensures the effectiveness of the composed texts.

Blended Methods of Teaching the English Language of Profession

In the information society, which focuses on self-education, the forms of presentation of educational material and work on it have changed. Due to the use of information and communicative technologies, blended learning, which is a relatively new educational form, has firmly entered the educational environment. In this regard, it is important that both the teacher and the student have skills that combine distant and traditional learning methods. The article examines the techniques of the flipped classroom and case study in teaching the English language of advertising and public relations which change the sequence of work and make the educational process more creative and attractive compared to traditional teaching methods. The flipped classroom and case study methods are fully consistent with the current stage of education development, which puts creativity at the center of the learning process; makes self-study the leading educational form; aims at lifelong learning; changes the role of the teacher, turning him/her from the only source of knowledge into a consultant and assistant in solving specific problems; individualizes the learning process, taking into account students’ interests and capabilities.