Language of Advertising

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The Peculiarities of Advertising Language

Moscow - 2010
Summary

The peculiarities of advertising language are the subject of this graduation paper. At the beginning, in the first chapter is given a general definition of advertising language, its history. The second chapter is types of advertising (consumer advertising, media of consumer advertising). In the third chapter we consider slogans, logos, types with tone and some thoughts of colour. In the fourth chapter we study advertising as a service. The fifth chapter includes new agencies such as newspapers, periodicals, radio, television. And also methods of advertising in the chapter of sixth (television, newspapers, brochures, direct mail, radio, internet and so on). In the seventh chapter it is considered features of the using linguistic devices in advertising texts with functional expressive features, stylistic devices, syntactic and stylistic features. The eighth chapter introduces the role of parentheses insertion as additional information. Very important advertising text in sociolinguistic coverage and phonetic expressive means and stylistic devices in the ninth chapter (Galperin`s stylistic devices, the definitions of stylistic devices with examples). In the chapter of tenth we consider classification of language styles (Belles-Letters Style, Pablicist Style, Newspaper Style, Scientific Prose Style). And finally in the chapter eleventh it is analysed psychology and advertising.

Contents

Introduction……………………………………………………………………….6

Chapter I. What is an advertising, its definition?…………………………………8
1. Advertising and the Modern World……………………………………………9

2. Advertising all over the world…………………………………………………10

3. History…………………………………………………………………………12

Chapter II. Types of advertising…………………………………………………15

1. Consumer advertising…………………………………………………………15

2. Media of Consumer Advertising………………………………………………16

Chapter III. Slogans, Logos, Types……………………………………………....18

1. What`s your tone?..............................................................................................19

2. Some thoughts on colour………………………………………………………20

Chapter IV. Advertisement as a service………………………………………….23

1. Social benefits…………………………………………………………………23

2. Mass Media……………………………………………………………………24

Chapter V. News Agencies………………………………………………………24

1. Newspapers……………………………………………………………………25

2. Periodicals…………………………………………………………………….26

3. Television……………………………………………………………………...27

Chapter VI. Methods of advertising……………………………………………...28

1. Television………………………………………………………………………28

2. Newspapers…………………………………………………………………….28 3. Brochures…………………………………………………………………….29

4. Direct mail……………………………………………………………………29

5. Radio………………………………………………………………………….30

6. Yellow Page…………………………………………………………………..30

7. Magazines…………………………………………………………………….30

8. Internet………………………………………………………………………..31

9. Outdoor advertising…………………………………………………………...31

10. Transit advertising…………………………………………………………...32

11. Point-of-purchase advertising……………………………………………….32

Chapter VII. Features the use of linguistic devices in advertising texts…………33

1. Functional expressive features…………………………………………………33

2. Stylistic devices………………………………………………………………..33

3. Syntactic and stylistic features…………………………………………………35

Chapter VIII. The role of parentheses insertion as addition information…………39

Chapter IX. Advertising text in sociolinguistic coverage and phonetic expressive means and stylistic devices……………………………………………………….44

1. Galperin`s stylistic devices…………………………………………………….48

2. The definition of stylistic...
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