Language of Advertising and Communication Via Advertising

Topics: Advertising, Advertising slogan, Slogans Pages: 48 (16638 words) Published: February 14, 2011
Language of Advertising and
Communication via Advertising


Chapter 1. Concept of advertising as an act of communication7
1.1. Definition of Advertising7
1.2. Communication and Advertising8
1.3. Functions of Advertising 12
1.4. Image Advertising14
1.5. Advertising Text and Slogan15
1.6. Conclusion16
Chapter 2. Language of advertising18
2.1. General Characteristics of the Ad-slogan18
2.2. Lexis19
2.3. Grammar20
2.4. Style23
2.5. Comparative Advertising31
2.6.Conclusion 33
Chapter 3. Pragmatic aspects of advertising34
3.1. Pragmatics and Advertising34
3.2. Concept of Appeal37
3.3. Relational Aspects of Advertising39
3.4. Speech Acts in Advertising41
3.5. Conclusion 44
Bibliography 49


The subject of this research is the analysis of the language of advertising and its relation to social environment. The impact of advertising on the modern world is increasing and thus became a major area of study from a broad multidisciplinary approach. Sociology and psychology attempt to find possible ways of its influence on society, mentality, mind, and human behavior. Linguistics emphasizes the literary norms of the language used in advertising and the stylistic features of written and spoken types of same. The objective of sociolinguistic study is to discover the mechanism of the impact of advertising upon language as a variable entity and actual linguistic process, which is demonstrated on the levels of style formation and word formation of the language. New words to mean new ideas and new facts of mass media society are the most broad and active field of new lexical developments in modern languages. Stylistic peculiarities of media texts (including advertising) tend to be contrasted to other written and spoken styles to discover language variability as paradigmatically and syntagmatically concerned process influenced by extralinguistic factors. Internal and external factors of language variability are discussed as possessing varying degrees of influence on text-formation and text-interpretation components of mass media language. This work is an attempt to examine how advertising differs from other types of communication and what its functions and contents are. We should look at advertising not only as an economic and social factor, but also as a form of communication with specific goals and mechanisms of reaching it. Being a combination of both verbal and non-verbal means, advertising makes a good object for linguistic and sociolinguistic study. This research deals with the verbal means used in advertising and analyzes other aspects only as relevant to the verbal means. It is an attempt to analyze the communicative and pragmatic aspects of the language of advertising, which is regarded as a specific linguistic variety with a definite structure and communicative goal. The choice of the subject of this study and its importance are conditioned by the following reasons: 1/ Social significance of advertising, which has become an important social and ethnic element of public life, as well as one of the most important forms of mass communication. Nowadays, it is one of the objects closely inspected both by linguistics and other sciences, such as psychology, sociology and philosophy. 2/ Prospective significance of the linguistic analysis of different genres and texts of mass communication, which make up a source of important language transformations resulting in the creation of a new literary norm. 3/ Growing interest of modern linguistics towards pragmatic factors of the functioning and specific structural, semantic, communicative and pragmatic organization of mass communication texts.

The scientific...

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