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Journal articles on the topic 'Advertising means'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Devos, Anastasiia. "VISUAL ARTISTIC MEANS IN FRENCH ADVERTISING DISCOURSE." Scientific Journal of Polonia University 49, no. 6 (2022): 8–16. http://dx.doi.org/10.23856/4901.

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The article is devoted to the study of the use of artistic means of visualization, namely visual metaphor and personification in the discourse of French social advertising. The artistic, rhetorical and stylistic features of the use of metaphor and personification in advertising discourse are demonstrated on concrete examples of advertising messages of modern French advertising, taken from print and Internet sources. In general, the discourse of modern French social advertising is rich in artistic means. Many examples of figures of emphasis or understatement, figures of construction and figures

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2

Duff, Rosemary. "What advertising means to children." Young Consumers 5, no. 2 (2004): 41–50. http://dx.doi.org/10.1108/17473610410814157.

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Tsupikova, O., and A. Avramenko. "LANGUAGE MEANS OF MEDICAL ADVERTISING DISCOURSE." Вісник Житомирського державного університету імені Івана Франка. Філологічні науки, no. 1(99) (April 12, 2023): 146–54. http://dx.doi.org/10.35433/philology.1(99).2023.146-154.

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The article updates the opinion of the relevance of a comprehensive study of the phonetic and lexical units functioning peculiarities in medical advertising discourse as a means to influence the consciousness of a potential consumer. The linguopragmatic orientation of linguistic means in the given discourse is revealed and their frequency of use in medical advertising texts is determined. It has been proven that phonetic and lexical means of expression have the significant suggestive potential for creating an effective advertising discourse. They are used to enhance the emotional impact

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Pryshchenko, Svitlana Valeriivna. "CREATIVE TECHNOLOGIES IN ADVERTISING DESIGN." Creativity Studies 12, no. 1 (2019): 146–65. http://dx.doi.org/10.3846/cs.2019.8403.

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The purpose of this article was analyses the existing methodological approaches to art, culture, design, advertising for the further effective designing of advertising products, increasing its positive value orientations and aesthetic level. The research area is the visualization of advertising ideas taking into account of regional specificity and ethno-cultural identification. Scientific study of cultural-aesthetic component in advertising design has the aim to systematize visual means of information and make a complex definition of their functional specifics in contemporary society, which is

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Tsvetkova, Olga L. "REPRESENTATION OF GENDER IN ADVERTISING: STRATEGIES, STEREOTYPES, MEANS." Verhnevolzhski Philological Bulletin 23, no. 4 (2020): 34–43. http://dx.doi.org/10.20323/2499-9679-2020-4-23-34-43.

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The article discusses the problem of cultural design of gender in modern advertising discourse. The existing and emerging types of gender identity are classified in Western advertising of the second half of the XX century. The dual nature of advertising is noted: on the one hand, it broadcasts the process of forming identity, on the other hand, it formulates the norms of feminism/masculinity. Advertising, being a powerful institution of symbolic power of modern consumption society, has a strong influence on the parameters of identity formation, the public position of the individual, as well as

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Vveinhardt, Jolita, and Inga Janulienė. "Influence of Advertising as a Means of Information Transmission Towards Consumer: Theoretical Aspect." Business: Theory and Practice 7, no. (4) (2006): 222–31. https://doi.org/10.3846/btp.2006.27.

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The article analyses the term of "advertising" with the focus on information transmission function and a possibility to influence consumers. A comparative analysis of advertising terms is completed. The article presents a different view towards areas of advertising functions and presents aspects of advertising influence on consumers. These aspects form a formula of CAFE'A – cognition, action, finances, emotions and advantage (Lith. PEFEN). There cognition is understood as feelings and recollections of a consumer. Action means that a consumer has noticed and read the ad. Financial aspect of the

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Agustrijanto, Agustrijanto. "STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD." JURNAL KOMUNIKATIO 8, no. 2 (2022): 78–95. http://dx.doi.org/10.30997/jk.v8i2.6711.

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Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s adv

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Volkova, Viktoriya Borisovna. "Representation of sexuality in Calvin Klein Jeans advertising campaigns (1980–2016): gender approach." Человек и культура, no. 4 (April 2021): 116–33. http://dx.doi.org/10.25136/2409-8744.2021.4.36304.

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The subject of this research is the means of representing sexuality in advertising campaigns for Calvin Klein Jeans (1980 &ndash; 2016). The object of this research is the use of gender stereotypes (masculinity/femininity) in advertising as a way to manipulate collective consciousness for solution of marketing tasks. The aim of this article consists in determination of advertising strategies of the Calvin Klein brand for the period 1980 &ndash; 2016 and the techniques of representation of sexuality for the effective impact of advertising upon the target audience. Analysis is conducted

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Anikina, Tatiana Vyacheslavovna. "Phonostylistic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 2021): 41–56. http://dx.doi.org/10.7256/2454-0749.2021.1.34885.

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Modern advertising became a part of communicative culture. Therefore, the language of advertising draws attention of scholars from different fields. However, the task of determining and studying linguistic means that encourage attention of customers remains relevant. This article examines the phonostylistic means that allow creating a certain emotional background after reading an advertisement. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). Methodology implies the selection of practical material, id

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10

Moyseyenko, I. P. "VERBAL MEANS OF MANIPULATION IN ADVERTISING." "Scientific notes of V. I. Vernadsky Taurida National University", Series: "Philology. Journalism" 1, no. 1 (2024): 126–30. http://dx.doi.org/10.32782/2710-4656/2024.1.1/21.

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11

Pishcherskaia, Elena Nikolaevna. "Verbal Means of Implementing Communication Strategies in English-Language Outdoor Advertising." Филология: научные исследования, no. 4 (April 2023): 73–83. http://dx.doi.org/10.7256/2454-0749.2023.4.40117.

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The analysis of advertising texts is an interdisciplinary problem studied at the junction of various fields of knowledge, the pragmalinguistic analysis of advertising, among other things, is based on its understanding in psychology, philosophy, marketing, etc. The object of research is the texts of English–language outdoor advertising. The subject of the study is the strategic features of outdoor advertising texts, the main verbal means of expressing communicative attitudes in them. The author examines in detail the main characteristics of the outdoor advertising text, which is creolized in it

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Ivanova, Agniya Alekseevna. "Visual means of artistic expression of Italian social advertising." Культура и искусство, no. 5 (May 2022): 19–35. http://dx.doi.org/10.7256/2454-0625.2022.5.38000.

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This article is devoted to the consideration of visual means of artistic expression in visual and cinematic social advertising in Italy. The research material was videos from the Internet archives of non-profit organizations and advertising agencies. The relevance of the research is due to the high significance of social advertising in modern society, and the novelty is due to the lack of works devoted to the study of visual means of artistic expression within the socio—advertising discourse of Italy. Within the framework of the study, methods of analyzing visual artistic images used in Italia

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Kolyshkina, T. B., and I. V. Shustina. "Linguistic means of creating an image as a reflection of the concept of an advertising campaign." Communication studies 9, no. 2 (2022): 287–97. http://dx.doi.org/10.24147/2413-6182.2022.9(2).287-297.

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The problem of market positioning is one of the most important areas of the organization's communication policy. Often this position is conveyed to the consumer through the advertising image, which is formed by various means and is caused by the advertising conception. However, the authors hypothesize that the advertising concept determines the choice of linguistic means and forms the type of advertising image. The material for the study was the advertising of VTB Bank. The study involved two stages. The content analysis method used at the first stage allowed the authors to give a detailed des

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A. S., Mounir. "Comparative Study on Advertising as a Means of Communications; its Issues and Characteristics." Studies in Linguistics and Literature 7, no. 1 (2023): p104. http://dx.doi.org/10.22158/sll.v7n1p104.

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This article is meant to provide some initial notions, materials, and concept for the study of advertising communication. It draws on advertising communication definitions. I analyzed vary definitions of advertising communications for English, Russian, and Arabic authors. I committed to bridging the gap between the huge body of research on advertising communications definitions. I am hoping that this lays a solid enough foundation for researchers to dig deeper into some of the issues brought up. The characteristics of advertising communication are particularly explained in the second half of t

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Livitska, Oksana. "Advertisement as a mean of manipulative influence on the consumer: language and style." Obraz 3, no. 32 (2019): 64–69. http://dx.doi.org/10.21272/obraz.2019.3(32)-64-69.

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Introduction. The study describes different expressive means and devices which are used in TV advertising texts. Advertising has taken a dominant place on television and radio, in newspapers and magazines, and on the Internet. Advertising has become a conglomerate that has covered almost every area of our lives. The relevance of the study. The increasing role of advertising in the modern world has led to an increased interest in the study of this social phenomenon among scholars in various fields. A text is one of the most important components of advertising and a means of manipulation. Creati

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Melnichuk, M. V., and I. I. Klimova. "Means of Verbal Manipulation in Advertising Discourse of Financial Companies." Humanities and Social Sciences. Bulletin of the Financial University 9, no. 6 (2020): 111–15. http://dx.doi.org/10.26794/2226-7867-2019-9-6-111-115.

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The article analyses the verbal component of the advertising discourse of financial companies. The overview of existing linguistic research in the field of advertising discourse allows the authors to conclude that typologies of verbal means are based on postulates of cognitive linguistic (modelling semantic domains), stylistics (rhetoric devices and figures of speech), pragmatics (the theory of speech acts). However, the verbal component of advertising discourse is not well researched yet. We undertake an attempt to systemize verbal means of manipulation in advertising discourse based on the d

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Ziryanova, Irina, and Ekaterina Sanina. "Suggestive Potential of Syntactic Features of Environmental Advertising Texts (Based on the Russian and English Languages)." Bulletin of Baikal State University 33, no. 4 (2023): 772–81. http://dx.doi.org/10.17150/2500-2759.2023.33(4).772-781.

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The article is devoted to the study of the suggestive potential of syntactic expressive means in environmental advertising texts. Analyzing syntactic structures as a means of implementing the suggestive function in advertising contexts allows us to identify the most effective methods of suggestive influence on the audience. The study revealed that the Russian-language environmental advertising employs a limited variety of syntactic figures compared to the English-language texts. Nonetheless, rhetorical questions and parcellation are the most frequently used means of suggestion in both language

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18

Anisimova, Tatyana, and Svetlana Chubay. "Precedent Texts as a Means of Increasing the Efficiency of Social Advertising." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije, no. 2 (June 2023): 122–39. http://dx.doi.org/10.15688/jvolsu2.2023.2.10.

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The article questions the efficiency of modern social advertising posters. The research aims to establish the reasons for the inefficiency of using precedent texts in social advertising and formulate the requirements that should be followed when using them. The material of the study was a collection of posters used in Russia for social advertising, selected by continuous sampling method from various media banks on the Internet, total of more than 14,000 items. The authors analyzed social advertising posters, of which contain various precedent texts (including the transformed ones). A psycholin

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19

Selemeneva, Olga. "Means of Creating Credibility Effect in Commercial Advertising Texts." Theoretical and Practical Issues of Journalism 9, no. 3 (2020): 530–42. http://dx.doi.org/10.17150/2308-6203.2020.9(3).530-542.

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The article deals with verbal means of creating credibility effect in creolized advertising texts. The topicality of the study is explained by the insufficiency of pragmalinguistic and psycholinguistic researches on the problem of implementing manipulation tools and persuasion methods in adverting texts. The detailed description of language means of creating advertising credibility as effect that causes mass consumption determines the originality of the study. Within the frames of the study, verbal means of creating advertising credibility are identified and grouped in four categories: lexical

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Ushchapovska, I. V., and R. Ye Podvalna. "WEBSITE AS A MEANS OF ADVERTISING CITIES OF THE WORLD: STRUCTURAL-SEMANTIC AND PRAGMATIC ASPECTS." Linguistic and Conceptual Views of the World, no. 68 (1) (2021): 131–41. http://dx.doi.org/10.17721/2520-6397.2021.1.11.

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The article actualizes the study of websites as a means to promoting cities around the world and highlights the main structural and semantic characteristics of advertising sites hosted on Internet platforms. The pragmatic role of a lexical unit of advertising texts is investigated. The concepts of website and advertising text are defined, the main ways of information transfer through advertising text were described. Definitions of the concepts such as advertising, advertising text, strategy, website, and related concepts are provided. After researching the selected advertising texts, the struc

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21

Banaitis, Audrius, and Nerija Banaitiene. "RESEARCH INTO ADVERTISING IN CONSTRUCTION: ANALYSIS OF LITHUANIAN AND SWEDISH EXPERIENCE." Technological and Economic Development of Economy 11, no. 4 (2005): 248–59. http://dx.doi.org/10.3846/13928619.2005.9637705.

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Construction, as an object of marketing, has special features: the construction environment is complex and changing, clients’ requirements and expectations are increasing. Construction companies must realize that good marketing, as well as advertising activities have a great impact on sales of construction products and services in today's competitive market. This paper reports on a qualitative study of the Lithuanian and Swedish construction companies about advertising campaign, budget and means of advertising. The effectiveness of advertising means is also analyzed. The first problem identifi

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Запольская, Алиса Александровна, and Марина Юрьевна Рябова. "Polycode expressive means in English advertising discourse." Tomsk state pedagogical university bulletin, no. 3(227) (May 26, 2023): 67–75. http://dx.doi.org/10.23951/1609-624x-2023-3-67-75.

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Описывается дискурс англоязычной рекламы для женской аудитории, тексты которой были распространены в 1930-е и 1940-е гг. Проанализирован арсенал экспрессивных языковых средств как вербальных, так и паралингвистических для оказания воздействия на женскую читательскую аудиторию с тем, чтобы усилить прагматический эффект текста о рекламируемом товаре. Материалом исследования послужили тексты британских и американских журналов для женщин на английском языке, представленные на сайтах архивных изданий (vintageadbrowser.com и др.), с использованием методов лингвистического описания, классификации, ли

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Elyasov, Alihan Ahmad ogly. "Effectiveness of Polycode Language Means in Achieving Social Advertising Goals." Litera, no. 3 (March 2025): 99–109. https://doi.org/10.25136/2409-8698.2025.3.73838.

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This study addresses the increasing need for a detailed examination of the influence of the socio-cultural context on emotion perception in social advertising, considering the specific linguistic and national backgrounds of the target audience. The subject of the research is the linguocultural specificity of emotion verbalization in social advertising materials in Russian, English, and Turkish. The aim of the study is to identify and systematize the peculiarities of emotional image perception in social advertising within different linguocultural contexts. The theoretical foundations of polycod

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Zhilnin, A. G., and S. М. Кravtsov. "MEANS OF GENERATING A LANGUAGE GAME IN THE FRENCH ADVERTISING DISCOURSE." Modern Linguistic and Methodical-and-Didactic Researches, no. 2(37) (December 31, 2022): 34–41. http://dx.doi.org/10.36622/mlmdr.2022.97.93.004.

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Problem statement. The study of the means of creating a language game in a certain discourse, which gives expressiveness and pragmatic potential to speech, is very relevant for the development of language theory. The study of linguistic means, the use of which is effective for generating a language game in advertising discourse, in particular French, is of particular importance, because knowledge of such means and the ability to apply them in advertising texts is very important not only for the development of language theory, but also for the development of marketing, trade and many other sphe

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Kazakova, N. O. "PROSODIC MEANS OF INTENSIFICATION IN ADVERTISING SLOGAN." Scientific notes of Taurida National V.I. Vernadsky University, series Philology. Social Communications, no. 3 (2020): 120. http://dx.doi.org/10.32838/2663-6069/2020.3-1/21.

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Karpenko, Hanna. "Verbal Means of Persuasion in English Advertising." Journal of Vasyl Stefanyk Precarpathian National University 3, no. 2-3 (2016): 84–87. http://dx.doi.org/10.15330/jpnu.3.2-3.84-87.

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The article deals with verbal means of persuasion in English advertising. It investigatesmanipulation tactics and features of persuasion in the English ad. Linguistic and cultural aspects ofstyle formation in English and Ukrainian ads are compared in the article

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Yusupova, G. A., and N. E. Gadjiakhmedov. "Ludic Means of the French Advertising Discourse." Herald of Dagestan State University 39, no. 4 (2024): 117–22. http://dx.doi.org/10.21779/2542-0313-2024-39-4-117-122.

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BAKHMAT, Liudmyla, and Nataliia TONKONOH. "FIGURATIVE LANGUAGE MEANS TO CREATE ADVERTISING SLOGANS." Cherkasy University Bulletin: Pedagogical Sciences, no. 3 (2019): 57–63. http://dx.doi.org/10.31651/2524-2660-2019-3-57-63.

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KRUTKO, Tetyana, and Liubov KOZUB. "EXPRESSIVE MEANS OF WORDPLAY IN ADVERTISING MESSAGES." Humanities science current issues 2, no. 66 (2023): 128–32. http://dx.doi.org/10.24919/2308-4863/66-2-18.

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Ling, Cheng, and Jiafeng Cai. "Non-verbal ways and means of representing ethnic culture in Chinese polycode commercial advertising." Litera, no. 3 (March 2025): 291–304. https://doi.org/10.25136/2409-8698.2025.3.73509.

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The subject of the study is the national specificity of the linguistic features of non-verbal ways and means of representing ethnic culture in Chinese commercial advertising. The object of the study is advertising texts in Chinese. The author examines in detail the non-verbal ways and means of representing ethnic culture in Chinese polycode commercial advertising. The study presents examples of advertising slogans reflecting the national and cultural features of representatives of the Chinese linguistic culture, adapted by advertisers to the conditions of the modern sales market. The research

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Monakhova, Elena, Elena Yurieva, and Jemma Amanzholova. "Linguistic means of reflecting gender-related changes in modern society (exemplified by English-language newspapers advertisements)." E3S Web of Conferences 389 (2023): 08004. http://dx.doi.org/10.1051/e3sconf/202338908004.

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Language means play a crucial role in the shaping stereotypes within cultural groups. The present study addresses the issues of gender neutralization in English-language advertising and newspaper texts. The paper investigates linguistic means involved in the creation of genderneutral advertising texts. The analysis of gender-unmarked advertising texts was conducted on the material of English-language newspaper texts from the rubrics "Lifestyle", "Health", "Sports", "Culture" of The Guardian edition. As a result of the study, the authors conclude that the main features of gender-neutral adverti

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Tsybenko, Elzara, Natalia Vartanova, and Marina Volodina. "Ways and means of creating expressiveness in English and Russian-language advertisements during COVID-19 pandemic." E3S Web of Conferences 363 (2022): 04036. http://dx.doi.org/10.1051/e3sconf/202236304036.

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Covid 19 is a turning point in the development of society and certainly it has an impact on language in general and the language of advertising in particular. This article analyses the complex nexus of multi-dimensional impacts of the pandemic on the advertising text. The advertising text is oversaturated with linguistic means, with the help of which information is most effectively transmitted, aimed at a potential consumer in order to encourage them to take an action related to the acquisition (use) of goods and services. The special organization of the advertising text (stylistic devices, sp

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Ефимова, А. Н., О. В. Карчава, А. И. Куклина, and Д. М. Медников. "Allusion in advertising slogan as a means of product promotion." Modern Humanities Success, no. 2 (February 25, 2024): 83–91. http://dx.doi.org/10.58224/2618-7175-2024-2-83-91.

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цель исследования – проанализировать стилистический прием аллюзии с точки зрения его влияния на потребительский спрос. Для достижения этой цели авторы использовали такие методы исследования, как сравнительный, контекстный и компонентный анализ. В статье рассматриваются предпосылки использования аллюзии в рекламе, специфика языка рекламного слогана, а также некоторые особенности функционирования и роль аллюзии в рекламных слоганах. Также рассмотрен культурный аспект аллюзий в англоязычных рекламных материалах. Основные результаты включают оценку основных характеристик и преимуществ анализируемо

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T, Sarifuddin, Sirajudin Sirajudin, and Astrid Susanti Djamal. "Curtains Marketing Analysis on Cv. Chantika Gorden Palu." International Journal of Health, Economics, and Social Sciences (IJHESS) 3, no. 3 (2021): 165–77. http://dx.doi.org/10.56338/ijhess.v3i3.1578.

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Based on the results of the analysis carried out by comparing the target and the realization achieved by CV. Chantika Gorden Palu in controlling the efficiency of marketing activities shows that in 2016 salesperson activities amounted to 27.69%, which means salesperson activities at CV. Chantika Gorden Palu in 2016 was less efficient, while sales promotion activities of 25.83% indicated that sales promotion activities were also less efficient, while advertising activities were efficient with a value of 5.83%. Control of CV marketing activities. Chantika Gorden Palu in 2017 for salesperson acti

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Aksiutina, Tetyana. "LINGUISTIC MANIPULATION IN CAR ADVERTISING DISCOURSE." English and American Studies, no. 21 (July 6, 2024): 7–13. http://dx.doi.org/10.15421/382401.

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The article studies the advertising discourse as a communicative and pragmatic pattern of speech behavior among advertising participants, achieved through advertising messages that combine lingual and paralingual elements. It considers the features of lingual, paralingual, and functional-pragmatic organization of the advertising text, considering various linguistic approaches. Taking advantage of the psycholinguistic approach, which emphasizes the impact of psychological factors on the linguistic structure of advertising, the research explores the use of linguistic manipulation as a means of c

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Malomoshnova, A. V., and G. S. Musinova. "Gender-oriented vocabulary in advertising texts." Bulletin of L.N. Gumilyov Eurasian National University. PHILOLOGY Series 142, no. 1 (2023): 59–66. http://dx.doi.org/10.32523/2616-678x-2023-142-1-59-66.

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Lexical means of expressing gender orientation in advertising texts are considered in the article. The relevance of the chosen topic is due to the need to take into account gender specificity in advertising slogans, which contributes to the accurate pragmatic impact and more effective construction of advertising communication. The study was based on the texts presented in the ads of popular magazines "Maxim" and "Cosmopolitan". The article considers examples of advertising texts with the indication of the lexical means of gender orientation, which supports the conclusion that the lexical means

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Николаева, Анна, and Anna Nikolaeva. "Holiday Activities and Entertainment as a Peculiar Means of Advertising." Servis Plus 7, no. 4 (2013): 0. http://dx.doi.org/10.12737/1698.

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Activities and entertainment offered to holiday-makers by tourism enterprises turn into a peculiar form of advertising aimed at the tourist product promotion. Activities and entertainment do not only serve to keep the tourist busy and drive his/her care away but also to position the tourist complex. Activities and entertainment are individual-oriented to the greatest possible extent, affording the tourism enterprise the unique advantage of turning the tourist into an advertising medium. It is only through efficient integration of entertainment into the overall strategy of the tourism enterpris

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Voskoboinyk, Valentyna, and Nataliia Sukhachova. "Metaphor as a means of influencing the adressee (based on English advertising texts)." Linguistics, no. 1 (47) (2023): 96–107. http://dx.doi.org/10.12958/2227-2631-2023-1-47-96-107.

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The article considers the functions of metaphor as a stylistic device for influencing the addressee of English advertising texts. The object of the research is English advertising texts. An advertising text is a verbal imprint of speech and thought activity fixed in the form of a sign, which is united thematically, structurally and communicatively. An advertising text focuses on achieving commercial goals through direct communicative influence on the target audience. Metaphor is a powerful tool of influencing the addressee. Metaphors used in English advertising texts can be classified accordin

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KARMALITA, Anatoliy, Vitalii KARPENKO, and Iryna ZAKRYZHEVSKA. "PHOTO AS A MEANS OF VISUALIZING ADVERTISING AND INCREASING IMPACT ON THE CONSUMER." Ukrainian Journal of Applied Economics and Technology 7, no. 1 (2022): 194–200. http://dx.doi.org/10.36887/2415-8453-2022-1-24.

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The article examines and analyzes the meaning of the image in the advertising message. In order to achieve effective communication with the consumer, it is advisable to use means of visual influence based on photography. Photography occupies a special place and plays an important role in the modern art of advertising. According to the marketing concept, if there is a product, then a buyer will definitely appear for it. In search of effective methods of influence on the consumer, they use means of visual pressure with the help of photography. The consumer's reaction to the visual component is m

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KULYKOVA, Victoria. "STRATEGIES OF SPEECH INFLUENCE IN THE DISCOURSE OF SOCIAL ADVERTISING (ON THE MATERIALFRENCH AND UKRAINIAN LANGUAGES)." Lingua Montenegrina 28, no. 2 (2021): 55–64. https://doi.org/10.46584/lm.v28i2.867.

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The article raises the problem of social advertising as one of the varieties of influential social and institutional communication. In particular, in a comparative aspect, strategies and means of the speech impact realizing of the French and Ukrainian discourses of social advertising on the recipient are established. It was found that social advertising, which plays an important role in the formation of norms and moral values of society, simultaneously performs a number of functions, namely: informative, educational, economic, social-regulatory, and the like. The identification of linguistic a

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PATRICIA, AMENAWHON ODIA, and DAVID OAMEN PhD OSEDEBAMEN. "TELEVISION ADVERTISING IMPACT ON FEMALE PRODUCT MARKETING IN SELECT NIGERIAN SCHOOLS: A CASE STUDY OF ALWAYS ULTRA." International Journal of Case Studies 2, no. 4 (2013): 48–54. https://doi.org/10.5281/zenodo.3521118.

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This study is an arm of management which deals on product promotion. Product promotion is an effort by manufacturers to bring a particular product to the knowledge of the people who requires the product; this is otherwise known as market. This study specifically examined female product advertising through the use of the audio-visual broadcast media; the television. It deliberately chooses a female product that is required by all active females who by nature are expected to use the product. The study therefore examined the impact of television advertising using Always Ultra, a sanitary pad as a

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Mironova, Nataliya. "Hypertext technologies as the basis of native advertising." Przegląd Wschodnioeuropejski 9, no. 2 (2018): 209–17. http://dx.doi.org/10.31648/pw.3190.

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The article deals with native advertising (hidden advertising) disguised as regular site content. To analyze the advertising discourse on the treatment of a disease, we used a cognitive schema (frame) containing a specific set of slots. It was found that a hypertext nature of advertising leads to rupture of the schema and delayed submission of the main frame slot (means/ways to treat the disease), transferring it from the start of the message to its target portion. It was also shown how a frame nature of advertising predetermined semantics of positive evaluation of the words – slot fillers. Na

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Kuznitsina, E. S. "Derivation of Advertising Onyms: Productive Methods." Russian language at school 81, no. 6 (2020): 83–89. http://dx.doi.org/10.30515/0131-6141-2020-81-6-83-89.

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The study is aimed at analysing of the constants of advertising texts – advertising onyms – in terms of derivation processes and identifying the most productive methods of derivation in advertising naming. The paper provides a brief description of the advertising language and, in particular, of the advertising onym, introduces examples of modern advertising names created by derivational means of the Russian language. The author differentiates and systematises various functions of affixes in advertising names. The described methodology involves theoretical analysis and generalisation, derivatio

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Voronko, Halyna, Zoriana Kruk, and Nataliia Lutsyk. "LEXICAL AND SYNTACTIC MEANS OF EXPRESSING A SLOGAN IN A FRENCH-LANGUAGE ADVERTISING TEXT." Fìlologìčnì traktati 15, no. 1 (2023): 107–16. http://dx.doi.org/10.21272/ftrk.2023.15(1)-11.

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The article deals with lexical and syntactic means of expressing the slogan in the French-language advertising text. Particular attention is paid to the development of advertising as a linguistic phenomenon. The works of Ukrainian and foreign scientists studying the structural and functional characteristics of advertising texts and the peculiarities of their creation are analyzed. The article examines the functional and stylistic status of the advertising slogan and clarifies the structural and syntactic features of French-language advertising. The material of the study is advertising slogans

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Ryabova, Marina Eduardovna. "Means of representing intertextuality in multimodal media texts based on the example of German-language native advertising." Litera, no. 6 (June 2025): 127–37. https://doi.org/10.25136/2409-8698.2025.6.74803.

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The study of the means of representation of intertextuality in polycode media texts is being updated in connection with the need to understand the mechanisms of influence on the mass audience and to create effective advertising campaigns. The subject of the research is the means of representation of intertextuality in German-language polycode media texts presented in the format of native advertising. The aim of the work is to identify and describe the means of representation of intertextuality in German-language polycode native advertising media texts, reflecting the cultural characteristics o

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Haining, Li. "Language means of influencing the addressee in social advertising about Covid-19." Philology and Culture, no. 1 (March 20, 2023): 35–43. http://dx.doi.org/10.26907/2782-4756-2023-71-1-35-43.

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The purpose of the article is to identify the most typical linguistic means of influencing the addressee in social advertising, warning about the danger of the Coronovirus pandemic. An analysis of materials that appeared on various social networks, videos on Youtube.com and on the Stopcoronavirus.rf website for the period from May 2020 to March 2022 showed the high-frequency use of language games (50 % of videos) and neologisms (50 %) in the first period of the pandemic. During the period of mass vaccination against coronavirus, the number of “language games” and “neologisms” in social adverti

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Dudnikova, Lina V., and Marina S. Shevchenko. "On the role of morphological means in an advertising text (Based on the English and French languages)." Izvestiya of Saratov University. New Series. Series: Philology. Journalism 21, no. 3 (2021): 277–81. http://dx.doi.org/10.18500/1817-7115-2021-21-3-277-281.

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The article considers morphological means actively used in modern advertising text. The structure of the advertising text is studied, the characteristics of its main elements are given. The authors analyze how frequently the parts of speech are used in the English and French advertising slogans.

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Dudnikova, Lina V., and Marina S. Shevchenko. "On the role of morphological means in an advertising text (Based on the English and French languages)." Izvestiya of Saratov University. New Series. Series: Philology. Journalism 21, no. 3 (2021): 277–81. http://dx.doi.org/10.18500/1817-7115-2021-21-3-277-281.

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The article considers morphological means actively used in modern advertising text. The structure of the advertising text is studied, the characteristics of its main elements are given. The authors analyze how frequently the parts of speech are used in the English and French advertising slogans.

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Slyusar, Mykola. "Mythization by advertising means in the field of higher education: the worldview and communicative aspect." International Scientific Journal of Universities and Leadership, no. 11 (June 14, 2021): 25–34. http://dx.doi.org/10.31874/2520-6702-2021-11-1-25-34.

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The article examines the process of mythization, which occurs in the advertising activities of higher education institutions. It is noted that in contrast to commercial advertising of other economic entities, advertising of higher education institutions is limited to the choice of forms and methods, as educational services are regulated not only by the economic institution of society, but also by education, culture and politics. Based on the analysis of more than 500 advertising messages (voice, visual, audiovisual) of higher education institutions of Ukraine, it is established that the vast m

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Malyuga, E. N., and E. A. Alenicheva. "THE LANGUAGE GAME: SPECIFICS OF FUNCTIONING IN ENGLISH ADVERTISING TEXTS." Modern Linguistic and Methodical-and-Didactic Researches, no. 2(37) (December 31, 2022): 17–24. http://dx.doi.org/10.36622/mlmdr.2022.35.53.002.

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Statement of the problem. The article aims to analyze the language game techniques commonly found in English-language advertising messages from the point of view of their functional potential, aimed primarily at attracting the attention of the consumer and achieving a comic, softening and/or persuasive effect. Study material features free-access English-language advertising texts posted online, analyzed using the methods of linguistic, contextual and functional analysis, which involves studying the impact of language game means in terms of their functions in the context of advertising messages

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