Language of Advertising and Communication Via Advertising

16651 Words Feb 27th, 2011 67 Pages
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
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The object of this research is the language of advertising as represented in advertising slogans (or ad-slogans), which are the most expressive means of the advertising message. The use of this material is accounted for by the fact that the language of ad-slogans displays high pragmatic intensity. The research is based on the consecutive selection of 400 advertising slogans from English language publications issued in the United States and the United Kingdom.
The terminology used in the work includes the following terms, which are regarded as distinctive categories of the advertising discourse:
- ad-slogan - a striking and easily remembered utterance, consisting of one or a few brief, loud, emotionally loaded phrases, which are frequently used by the company in order to create a positive attitude of the consumer towards the object of advertising, as well as to secure its distinctiveness;
- ad-text - the body copy of advertising, giving details and additional information about the object of advertising; an ad-slogan can be both a part of the ad-text, used to draw the consumer’s attention to an advertisement, and an independent mini-text, and in that case it can be referred to as an ad-text as well;
- Adspeak - the system of linguistic means used in
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