Кафедра иностранных языков
English Language Advertisement
студентка 3 курса, 701 группы,
историко-филологического факультета, отделения иностранных языков
кафедры иностранных языков
Некоз Владимир Васильевич
1. Advertising is one of the most prominent and powerful uses of language. 2. The Features of Advertising.
3. Is advertising language normal language? Does advertising language sometimes break the rules of normal language? 4. References.
1. Advertising is one of the most prominent and powerful uses of language. Advertising is one of the most prominent, powerful, and ubiquitous contemporary uses of language. Its seductive and controversial quality has attracted consistent and intense attention across a range of academic disciplines including linguistics, media studies, politics, semiotics, and sociology. The reasons for this academic interest are far from superficial. The study of advertising brings together many of the key social and political issues of our time: the new capitalism; globalization; overconsumption and the environment; cultural and individual identities; and the communications revolution. It provides insight into the ideologies and values of contemporary societies. Advertising’s creative use of language makes it a particularly rich site for language and discourse analysis. Operating in all media and exploiting the interaction between word, sound, and image, it provides a key location for studies of multimodal communication. Simultaneously poetic and commercial, it raises questions about the nature of creativity and art. Ever since the intensification of advertising in the 1950s, leading scholars have analyzed its use of language. This new four-volume Routledge Major Work brings together for the first time the most seminal and controversial works, allowing users to obtain a wide and inclusive view of this rewarding topic. It will be welcomed by scholars and other researchers in the field as an invaluable ‘mini library’ on the language of advertising.
2. The Features of Advertising
Advertising Language is characterized by the following features. In any given advertisement these features may appear or be largely absent, such is the great variety of advertising copy found on promo products such as promotional tote bags and T-shirts. However these features may be said to be typical of advertising in general. Even advertisements which do not use the traditional features to attract inform and persuade may be described as being incontrast to the traditional features. Some modern advertisements appear to be almost dissuading consumers from their product - but this is a technique used as a determined way of not conforming to tradition. See Benetton, Marmite. Hyperbole - exaggeration, often by use of adjectives and adverbs. Frequent use of adjectives and adverbs.
A limited range of evaluative adjectives includes new, clean, white, real, fresh, right, natural, big, great, slim, soft, wholesome, improved... Neologisms may have novelty impact, e.g. Beanz, Meanz Heinz, Cookability, Schweppervescence, Tangoed, Wonderfuel... Long noun phrases, frequent use of pre and post modifiers for descriptions. Short sentences for impact on the reader. This impact is especially clear at the beginning of a text, often using bold or large type for the "Headline" or "slogan" to capture the attention of the reader. Ambiguity is common. This may make a phrase memorable and re-readable. Ambiguity may be syntactic (the grammatical structure) or semantic (puns for example). Weasel words are often used. These are words which suggest a meaning without actually being specific. One type is the open comparative: "Brown's Boots Are Better" (posing the question "better than what?");...