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Journal articles on the topic 'English advertising'
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1
FRANK, JANE. "ENGLISH IN ADVERTISING." World Englishes 7, no. 3 (1988): 355–57. http://dx.doi.org/10.1111/j.1467-971x.1988.tb00251.x.
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PÉTERY, DOROTTYA. "English in Hungarian advertising." World Englishes 30, no. 1 (2011): 21–40. http://dx.doi.org/10.1111/j.1467-971x.2010.01685.x.
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VETTOREL, PAOLA. "English in Italian advertising." World Englishes 32, no. 2 (2013): 261–78. http://dx.doi.org/10.1111/weng.12023.
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Jia-Ling, Hsu. "Glocalization and English Mixing in Advertising in Taiwan." Journal of Creative Communications 3, no. 2 (2008): 155–83. http://dx.doi.org/10.1177/097325860800300203.
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This article intends to provide a socio-linguistic profile of the role and impact of English in advertising in Taiwan in an era of globalization, by integrating results obtained from discourse analysis, readers’ attitudinal surveys, and copywriters’ interviews. Results show that from copywriters’ advertising design to consumers’ underlying psychology, English has consistently cast its magic spell even on the English-illiterate public. Regardless of one's proficiency or literacy in English, English mixing mainly represents attention-getting, internationalism, premium quality, and the trendy taste of the younger generation, and in addition, a graphic design for real estate advertisers. However, specific socio-psychological features of English correlate with the language ratios of code-mixing in advertising copy, product type, and the public's level of English proficiency. Furthermore, the charm of English is culturally and linguistically constrained. Culturally, English does not agree with the advertising of traditional products. Linguistically, English mixing is best received with the bilingual advertising copy composed of easy-to-read vocabulary. Existing alongside the globalization of the local marketing discourse is the localization of English, which is mainly characterized by verbatim translation of Chinese grammatical structure into English. Participants’ evaluation of localized English patterns correlates with their English proficiency. Overall, in spite of the public's generally low proficiency in English, it is predicted that English mixing will continue to flourish in advertising in Taiwan.
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Tikan, Yana, and Valeriia Yushchuk. "Linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering." Advanced Linguistics, no. 7 (July 9, 2021): 72–79. http://dx.doi.org/10.20535/2617-5339.2021.7.215600.
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The article studies linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering. Advertising text is one of the relevant topics for linguistic research, as advertising is a dynamic phenomenon. Its development predetermines the systematization of linguo-stylistic peculiarities within English advertising texts. The aim of the article is to analyse the use of expressive linguo-stylistic devices in English-language advertising texts in the field of mechanical engineering considering their structural composition. The subject of research is English-language advertising texts in the field of mechanical engineering. The article theoretically substantiates the terminological apparatus of the research: different approaches of scientists to the interpretation of the concepts "advertising", "advertising text" and "advertising discourse" were considered. The structural features of the advertising text and their functions are also analysed. The article provides several classifications of leading scholars, on the basis of which further analysis was conducted. The study was based on the official English-language sites of such leading companies in the industry as BMW, Jaguar, Toyota, Honda, Mazda, Mercedes-Benz, Ford, Lexus, Saturn, Audi, Subaru, Suzuki, Hyundai and others. The article focuses on the examples of expressive linguo-stylistic devices in each of the structural elements of the English advertising text in the field of mechanical engineering, taking into account the frequency of their use. The peculiarities of their functioning in media texts were also analyzed, considering pragmatics and communication strategies aimed at the recipient of the advertising message. In the course of the analysis, manipulative features of linguo-stylistic devices were indicated and outlined with the help of relevant examples. Keywords: advertising; advertising text; advertising discourse; field of mechanical engineering; linguo-stylistic peculiarities; manipulative features.
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Takashi, Kyoko. "English elements in Japanese advertising." English Today 6, no. 2 (1990): 45–46. http://dx.doi.org/10.1017/s0266078400004752.
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It is often reported that English elements are abundant in Japanese television commercials and print advertising and that the primary function of English words, phrases, and sentences used in advertising texts seems to give the product or service a modern touch.
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MARTINEZ, FRANCIA. "English in advertising in Colombia." World Englishes 34, no. 4 (2015): 600–619. http://dx.doi.org/10.1111/weng.12163.
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Friedrich, Patricia. "English in advertising in Brazil." World Englishes 38, no. 3 (2019): 552–60. http://dx.doi.org/10.1111/weng.12421.
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Martin, Elizabeth. "Mixing English in French advertising." World Englishes 21, no. 3 (2002): 375–402. http://dx.doi.org/10.1111/1467-971x.00256.
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Krutko, Tetiana. "Gender Stereotypes in English Advertising." Studia Philologica, no. 24 (2025): 156–68. https://doi.org/10.28925/2311-2425.2025.2411.
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The aim of the present study is to investigate gender stereotypes represented in electric vehicles advertisements dating from the late 19th century – early 20th century. The methodology employed in this research work has gone through a process of data collection, data processing, and data analysis. For the purposes of this study, the data were collected from the Internet sites, resulting in the qualitative and quantitative content analyses of 1,000 early electric vehicles advertisements. The research work explores gender-marked language used in sample advertisements. The analyzed linguistic material demonstrates that words with gender connotation are frequently employed. The author of the paper has found out quantitative differences in the usage of the masculine and feminine gender-marked vocabulary in sample advertisements. The findings indicate that feminine nominations significantly outnumber the masculine ones. According to investigation more than 80% of all gender-marked nouns used in advertisements denote women. Adjectives that are used to modify gender-marked nouns have a positive evaluative meaning and refer to either women’s physical appearance or men’s competence. Results also show that in early electric vehicles advertisements representations of men and women are very often consistent with gender stereotypes. The main gender stereotypes are identified. In sample advertisements, men are often featured in professional roles and are portrayed as competent, ambitious, and successful. Women are portrayed as focusing more on their appearance and are depicted in non-working recreational roles. In advertising, women often appear in a traditional gender role of a wife, daughter, sister.
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Galikhanova, Farzaniya Ul’masovna, Diana Nyailevna Davletbaeva, and Rustem Mürseloğlu. "LINGUOPRGMATIC ASPECT OF SYNTACTIC STYLISTIC DEVICES USED IN ADVERTISING TEXTS." EurasianUnionScientists 2, no. 8(77) (2020): 38–42. http://dx.doi.org/10.31618/esu.2413-9335.2020.2.77.970.
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The article examines features of advertising language in the comparative aspect on the material of Russian and English advertising texts. Modern business sphere is focused on the system of market relationships and advertising in this case takes a key position in our life. Language of advertising presents a special field of study in modern linguistic studies. Linguists deal with the analysis of functional-stylistic features of advertising language. It is widely known that such texts are stylistically colored and vivid. This article is devoted to the problem of linguopragmatic aspect of syntactic stylistic devices used in the production of advertising texts in English and Russian, especially of business terms. It describes the syntactic devices used in advertising texts. The purpose of this study is to describe the way these devices function in the advertising texts, to compare their pragmatic features from the linguistic point of view in English and Russian languages. The authors also provide the lists of the most powerful syntactic stylistic devices used in Russian and English advertising texts in business sphere.
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Al Farisi, M. Firas, and Godefridus Bali Geroda. "Improving Speaking Skills in English through Advertising Language." Borneo Educational Journal (Borju) 2, no. 2 (2020): 55–59. http://dx.doi.org/10.24903/bej.v2i2.626.
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The entry of social life, human communicate with Language, there are many Languages made by agreement from the community of people, in the era of industrial technology, Advertising Language is one of the Languages that use ability to speak, The ability to handle conversations in real-time through advertising skills. The purpose of this study is to investigate features of advertising Language as a method of learning speaking English. This paper utilized Observation and Interview to gather the data. There are take Primary and Secondary data. The results of this study show the used of Advertising Language on the video assignment by the students are containing the features of advertising Language, and the result of the interview session that student helpful with the advertising Language to speech and supporting that can improve speaking English skills. Advertising Language have basic representations of perception that are interesting. Therefore, the researcher found that the function of the advertising Language features used had helped the subject speak both consciously and unconsciously, as a result of observations and in-depth interviews, the students have their own narrative that they fully supported the advertising Language itself use as a method of improving speaking English skills on the future.
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Litvinov, A. V., and A. S. Starovoytov. "Usage of Neologisms Formed by Derivation in Online Advertising." Язык и текст 10, no. 3 (2023): 5–11. http://dx.doi.org/10.17759/langt.2023100301.
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<p>The article provides a brief overview of the principles of formation and usage of neologisms formed by derivation in English advertising materials. A description of existing methods and characteristics of derivative word formation in English is given, and examples of modern neologisms in advertising are analyzed. The research is focused on the lexical role of neologisms in the context of modern online advertising, their nominative and stylistic functions in the English advertising text.</p>
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Ying, Jian. "An Analysis of the Middle Voice in Advertising English." Advanced Materials Research 912-914 (April 2014): 1142–45. http://dx.doi.org/10.4028/www.scientific.net/amr.912-914.1142.
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This paper discusses the Middle Voice in the framework of Systemic-functional Grammar, which is employed to analyze and unpack advertising English. Taking the Middle Voice as a kind of strategic choice, the paper attempts to show how and why it contributes a lot to realizing the communicative purposes in advertising English. Key words: Middle Voice; advertising English; functions.
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Lysenko, Olena, Oleksandr Polishchuk, Liliia Honcharuk, Olha Zaluzhna, and Iryna Tychyna. "Features of the application of stylistics for the formation of a person's appearance in modern english-language discourse." Eduweb 17, no. 1 (2023): 99–109. http://dx.doi.org/10.46502/issn.1856-7576/2023.17.01.10.
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English-language advertising discourse today is undergoing significant improvement and changes. This is due to the transition to online modes, where a person's personality is manifested through the criteria of affection, awareness and attractiveness. However, the negotiation system of a separate feature of the English-language (appearance, manner, knowledge and application of business etiquette) discourse is subject to improvement and practice. If before the transition to the online mode, the tools, means and methods of English-language advertising discourse were worked out, then with the transition to the digital dimension, they require clarification, explanation, adaptation, excluding audio technical transmission channels. The purpose of the study is to outline the main directions in which the developed tools of the English-language advertising discourse are transformed. The methodology was statistical research, which analyzed the appearance of a person in English-language advertising discourses, taking into account forms and types. An approach was also used in which a comparison of a person's appearance was made, taking into account the advertising slogans of foreign companies, as well as various segments in which the analyzed companies operate. As a result of the study, a significant influence of English-language constructions and techniques was noted in comparison with various external images of a person. A theoretical mechanism for the formation of modern English-language advertising discourse is proposed. In general, a list of priority effective means and forms in the formation of modern English-language advertising discourse has been revealed.
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Boiko, O. "Modern English advertisements of toothpaste: rhetoric perspective." Studia Philologica 2, no. 17 (2021): 15–20. http://dx.doi.org/10.28925/2311-2425.2021.172.
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This article focuses on toothpaste advertisements in English online discourse. The article analyses modern English Internet texts advertising toothpaste from the standpoint of rhetoric and systemic hierarchy of needs. The paper provides comparative analysis of words and phrases in toothpaste advertising texts that appeal to different human needs as identified by Abraham Maslow: physiological, safety, belongingness and love, need, reputation and self-actualization need. The paper considers advertising discourse as a commercially oriented activity of creating positive and attractive images of objects and activities (services) that potentially provide income for their producer / provider. Advertising discourse involves a promoter and a recipient, as well as the process and result of their discursive interaction through respective texts. Advertising discourse provides sets of signals that impact potential consumers at the level of consciousness and/or sub-consciousness thus encouraging them to buy the advertised product. The paper focuses on the slogans used in the advertisements of toothpaste. A slogan as a short independent advertising message can be both used within a specific advertising construal and operate separately from other advertising products and represent the condensed content of the whole advertising campaign. The paper analyses specific verbal means that inspire the feeling of trust towards the advertised products, different sorts of toothpaste in particular. The said means of influence and manipulation are interpreted through the scope of pathos, ethos and logos. Pathos can be explained as an emotional coefficient of buying behaviour, ethos focuses our attention on the credibility of data and sources, while logos can be understood as the logic of buying a particular product. Specific correlations between the said modes if informational impact are determined by causative-consecutive logic as well by primary axiomatic irrational incentives related to fundamental "mythic" mental structures.
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Poshekhova, Olga Stanislavovna. "Representation of the Phenomenon of Body Positivity in English Sports Advertising Discourse." LAPLAGE EM REVISTA 7, no. 2 (2021): 473–81. http://dx.doi.org/10.24115/s2446-6220202172745p.473-481.
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The aim of the research is to study the phenomenon of body positivity in sports advertising discourse using advertising posters in English-speaking countries (Great Britain, USA, Australia). The study is based on sports advertising messages (157 images) published in periodicals, as well as placed in the form of posters and banners over the period from 2015 to 2020. The scientific novelty of the research lies in the interdisciplinary approach to the study of the phenomenon of body positivity in relation to the modern English social advertising discourse. As a result of the research, specific implementation and representation features of the phenomenon of body positivity in the English sports advertising field have been revealed, as well as peculiarities in their perception by representatives of the English-language linguistic culture.
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Griffin, Jeffrey L. "Global English infiltrates Bulgaria." English Today 17, no. 4 (2001): 54–60. http://dx.doi.org/10.1017/s0266078401004060.
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Following his article ‘Global English invades Poland’ (ET50, Apr 97, Vol 13.2), the author explores the comparable impact of English on advertising in a second Eastern European nation.Global English continues its unchecked spread, not only as the second language of choice for more people than any other, but also as an infiltrator whose words creep into the fabric of other languages through such avenues as film, television, popular music, the World Wide Web, advertising and youth culture.
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Zholos, Liudmila M., and Muslim L. Dasuev. "Features of advertising text and advertising slogan in modern English." Humanities and Social Sciences 94, no. 5 (2022): 61–65. https://doi.org/10.18522/2070-1403-2022-94-5-61-65.
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Vashchylo, Olha, and Yurii Andrusiv. "MULTIMODALITY OF MODERN ENGLISH-LANGUAGE ADVERTISING TEXT." Advanced Linguistics, no. 14 (December 25, 2024): 48–55. https://doi.org/10.20535/.2024.14.315521.
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The multimodality of a modern English-language advertising text is a complex combination of verbal, visual, spatial and auditory elements that provides a holistic impact on the audience by integrating various sensory modes to maximize communication effectiveness. This synergistic interaction of modes gives advertising messages the ability to enhance both cognitive and emotional perception, stimulating positive associations that contribute to brand memorability and loyalty. This article discusses the theoretical foundations of multimodality, in particular the concepts of “modus” and “multimodal communication”, as well as their application in the field of advertising as key elements of modern communication. The methods of combining multimodal components that make advertising messages vivid and emotionally rich are described. The effectiveness of integrating different modes (verbal, visual, audio, spatial) in advertising, which creates unique impressions and evokes an emotional response from consumers, which is one of the main factors influencing decision-making, is analyzed. Translation of multimodal advertising texts requires not only linguistic transformation, but also a careful approach to the adaptation of all components that form the overall impression of the message. For example, translators have to take into account the semantics of visual elements that may have different cultural meanings in the source and target languages, as well as the symbolic role of colors, fonts, composition, and audio effects. In addition, audio modes, such as tone, background music, or sound effects, can create a certain mood and maintain the overall atmosphere of a message, which also requires adaptation to the cultural context of the target audience. The article highlights the challenges that translators face when reproducing multimodal advertising texts into Ukrainian. During the translation of advertising texts, it is important to take into account cultural specifics, pay attention to the peculiarities of translating idiomatic expressions, and preserve the style of the original.
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Hordii, Oksana, and Mykhailo Humeniuk. "THE PRAGMATIC POTENTIAL OF ADVERTISING VOCABULARY IN MODERN ENGLISH AND UKRAINIAN MEDIA SPACES." Naukovì zapiski Nacìonalʹnogo unìversitetu «Ostrozʹka akademìâ». Serìâ Fìlologìčna 1, no. 23(91) (2024): 62–66. https://doi.org/10.25264/2519-2558-2024-23(91)-62-66.
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The article is devoted to the study of lexical means used in modern English and Ukrainian advertising. The paper identifies the characteristic features and functions of an advertising text, analyzes its communicative tasks and lexical and stylistic techniques for achieving them. English-language advertising is characterized by the use of short, clear verb constructions, repetition to enhance the effect and a combination of synonymy, antonymy and homonymy. Advertisers actively use homonyms and wordplay to make slogans easy to remember and recognize. English-language advertising texts are also characterized by the widespread use of antonymic constructions, which helps to create a contrast between the product and its alternatives. Ukrainian advertising, on the other hand, demonstrates a complex multilayered structure that combines borrowings, nationally labeled words, and various lexical and stylistic devices such as synonymy, antonymy, and homonymy. The use of synonyms with positive connotations to create a stylistic effect of amplification is particularly noticeable. Homonymy in advertising is often used to create humorous or ironic effects. In addition, Ukrainian advertising widely uses the technique of repetition, which helps to keep the addressee's attention. Thus, the comparative analysis of English and Ukrainian advertising shows that both languages use a rich arsenal of lexical means to achieve the communicative goal. In English-language texts, there is a tendency for brevity and conciseness, while Ukrainian advertising demonstrates versatility, actively using slang, borrowings and author's neologisms, which makes it flexible and adaptive to the changing needs of society.
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Arakelyan, Ruzanna, and Ani Petrosyan. "Gender Specific English Advertisements." Armenian Folia Anglistika 16, no. 1 (21) (2020): 44–50. http://dx.doi.org/10.46991/afa/2020.16.1.044.
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Advertising is a worldwide phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. Advertising is not only an “ideal tool” for reaching people economically, but also a device of attaining and maintaining contact with people socially, culturally, politically and even psychologically. As men and women perceive various social phenomena and often react to certain situations in quite distinct ways, it is also vividly expressed in the ways they perceive the effectiveness of advertising language. This is also conditioned by the fact that men and women create different imagery from the advertisements they see. This confirms the fact that ad specialists should analyze how they choose the target viewers and what language they should use to focus on them. Thus, gender is one of the main segmentation variables for the advertiser, and a significant factor that makes it interesting to advance the study of how gender differences are manifested in the language of advertisements.
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Thanh, Ha Thi. "Linguistic Characteristics in English Food Advertising Slogans." South Asian Research Journal of Arts, Language and Literature 5, no. 01 (2023): 20–26. http://dx.doi.org/10.36346/sarjall.2023.v05i01.003.
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This study investigates the linguistic features of 50 American English food advertising slogans. An analysis of the words in these slogans will highlight the distinctive features of the term use and its impact on the customers. The result of the study will contribute more data on the language of advertising slogans and clarifies the linguistic characteristics of American English to help advertisers have more information to create exciting advertising slogans and achieve optimal performance.
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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, identification of the basis phonostylistic means used in English-language and Russian-language advertising texts, comparison of such means in both languages. The conducted research demonstrates that alliteration, assonance, annomination, wordplay, and rhyme are most frequently used means in the English-language and Russian-language online advertising. The English-language online advertising most often employs alliteration, while the Russian-language online advertising most frequently uses phonostylistic means. Such pattern is associated with the number of vowels and consonants in the alphabets of these two languages. The application of phonostylistic means makes the text lean, melodiousness, and expressivity. Advertising agencies focus on audio and stylistic presentation of advertising text for impacting the audience.
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Shinhee Lee, Jamie. "‘Go Away, Mute English!’ Selling English in Web Advertising." Journal of Creative Communications 10, no. 3 (2015): 235–47. http://dx.doi.org/10.1177/0973258615614414.
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Prokhorova, Svetlana N. "Advertising insert as a special genre of advertising text." Socialʹnye i gumanitarnye znania 6, no. 4 (2020): 388. http://dx.doi.org/10.18255/2412-6519-2020-4-388-397.
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The article deals with the translation of feminine film titles on the example of English filmonyms of the last decade. The article is aimed at the study of the filmonyms’ translation in the Russian film discourse, which leaves its specific imprint on the translator’s decisions. The paper treats the translation of feminine-marked filmonyms as a topical problem of the linguistics of gender and the theory of translation - the study of the means of translation of feature film titles from English to Russian from the point if view of gender-marked translators’ slant. The application of the method of typological synchronous comparison allows to compare translation from the point of view of the feminine-masculine balance and the presence of feminine markers. The comparison is based on the thesis of adaptation and deformation of the source English film title. If the adaptation focuses on the convergence of the translation to the source culture and its specifics and is oriented on the mutrual cultural dialogue, then the deformation, on the contrary, prioritises the peculiarities of the accepting culture. The author of the article proves the thesis that in many cases the translation is not tolerant, the point of view of the translator affects the translation and therefore women are presented as nervous, obese, mentally different and emotionally unstable.
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Talan, Natalliia I. "ENGLISH ADVERTISING: ITS SPECIFICS AND FEATURES OF TRANSLATION INTO UKRAINIAN." Alfred Nobel University Journal of Philology 2, no. 22 (2021): 259–69. http://dx.doi.org/10.32342/2523-4463-2021-2-22-25.
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In modern science, linguistic research of advertising as a text is intensified, as advertising is an integral part of modern culture. The topicality of considering the problems associated with the translation of advertising texts is stipulated by the need to determine the degree of verbal manipulation, which is encoded in modern English and Ukrainian advertising, as well as methods and features of their rendering into Ukrainian. The purpose of the work involves consideration of English advertising and the features of its translation into Ukrainian. Research methods are method of continuous sampling, used when working with factual material, namely advertising texts, and a comparative method that revealed the common and distinctive characteristics of Ukrainian and English advertising slogans. Among the diverse number of methods, strategies, transformations and ways of translating the English advertising texts, we will highlight those that are used in the Ukrainian advertising field most often, namely: transliteration, literal (direct translation), loan translation, indirect translation, adaptation, creative translation using occasionalisms. Speaking about the methods of linguistic manipulation, we point that they include the variability and creativity of the text, as well as rhetorical figures, tropes, imagery, besides, we can mention here manipulation at different levels of language: morphological, graphic, syntactic, lexical and phonetic. The main goal is to achieve greater expressiveness and conviction. Therefore, we can conclude that advertising is a product of advertising activity, whose pragmatic orientation is the need to induce the addressee to take certain actions: purchase of goods, ordering some services. The effectiveness of an advertising campaign depends on the verbal means of influencing consumer motives. It should be noted that when translating advertising texts, the translator is to take into account a number of linguistic and cultural features: syntactic, semantic, as well as inter-contextual. What is more, the most actively perceived by the recipients is the sound image of the advertising text, because it is the key to the success of the advertising campaign, it is what attracts the attention of potential customers from the first sounds heard. After analyzing the above-mentioned methods of translating English advertising texts, we can conclude that the translator has a fairly large variety of translation transformations. For successful translation of the advertising text it is possible to allocate certain recommendations: 1) to be convinced that the advertising text should be translated. Basically, company names and some slogans are not translated into Ukrainian if they carry a minimal semantic loading; 2) to analyze the text in English, examine it for the presence of socio-cultural realities, allusions, literary parallels, metaphors, puns, polysemy; 3) to be convinced of own understanding of the maintenance of the advertising message; 4) to perform a preliminary version of the translation, choosing one of the translation methods; 5) to analyze the possible reaction of the recipients of the translated text, taking into account the cultural and age characteristics of the target audience, if necessary, make changes to the translated text; 6) to make a translation decision, perform the final version of the translation based on the fact that as accurately as possible to convey the content, emotional message and spirit of the advertising text of the original language.
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Kolisnychenko, Tetiana, and Tetiana Koropatnitska. "CONCEPTSYSTEM OF MODERN ENGLISH TOURISM ADVERTISING DISCOURSE." Germanic Philology Journal of Yuriy Fedkovych Chernivtsi National University, no. 831-832 (2021): 114–23. http://dx.doi.org/10.31861/gph2021.831-832.114-123.
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The present research focuses on analysis of the tourism advertising discourse as an independent institutional type of discourse. The correlation of visual and textual means in tourism advertising discourse appeals to recipient’s positive emotions that allows the addresser to control post-communicative actions of the addressee. The topicality of the research lies in the necessity to present the discursive framework of the modern English tourism advertising discourse. The end-goal is to define main components of the cognitive domain of the English speakers as a structural framework of knowledge and ideas concerning tourism and advertising spheres and present them as a cognitive map. The goal can be achieved through the tasks aimed at defining and analysis of the typical and statistically significant correlations between autochthons that form the framework of the discourse and at cognitive mapping of the modern English tourism advertising discourse. The method of introspection helps to identify the national mentality peculiarities and reveal the discursive-significant implicit meaning and in our research, it is used to detect the main autochthons correlations (subordination, following-up, causing and exception). Cognitive mapping of the modern English tourism advertising discourse where autochthons and correlations between them are graphically fixed helps to specify the peculiarities of the cognitive mechanism of the analyzed discourse. The cognitive mechanism is characterized by a sound framework with situational awareness, discursive strategy and chronotope features. The interconnections presented in the cognitive map delineate the typical images of the English speakers about the advertised destination in the tourism sphere that are modelled in the consciousness as the components of the concept sphere of the modern English tourism advertising discourse.
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Xiang, Jing, and Jing Chu. "Study on the Use of Chinese Advertising English and Its Translation Techniques." Journal of Innovation and Social Science Research 8, no. 10 (2021): 28–31. http://dx.doi.org/10.53469/jissr.2021.08(10).07.
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Nowadays, with the globalization of world economy, knowing how to use advertising English in opening up overseas markets is of very practical significance. The purpose of advertising is to promote business sales and services, which creates added value in customer’s mind and lead to consumption, usually paid for by related sponsors through various media. Taking Coca-Cola for example, during its growth over a century, it has been supporting the advertising campaign in one stage after another, and in one country after another. Therein, 可口可乐, the Chinese translation soon became a household name in China, and it also played an important role in helping Coca-Cola tap into Chinese market. Admittedly, the competitive quality of product itself is important, but advertising is of much more importance to promote itself to be recognized worldwide. In translation, its techniques should be taken into account, which will help us to better use advertising English. It is true that good translation in advertising brings business great fortune, whereas bad one may result in severe losses and poor reputation, so we can see advertising translation is bound up with enterprise’s prosperity and decline. Therefore, the use of advertising English and its translation techniques should be valued. In this paper, the writer is doing study on the use of advertising English and its translation techniques, whereby current research situation of that in China and abroad, factual methodologies and related materials have all contributed to its completion. The writer believes that both one’s ability of ingenious thinking and the growth of economic globalization are benefiting from a better use of advertising English and its translation techniques.
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KHARCHENKO, Oleg. "Socio-professional advertising humor at the on-line English language lessons during the war." EUROPEAN HUMANITIES STUDIES: State and Society, no. 4 (December 30, 2024): 155–68. https://doi.org/10.38014/ehs-ss.2024.4.09.
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This article addresses the question about the appropriateness of including humorous materials in the English-language courses within the educational programs of students specializing in journalism, advertising and editorial work. It presents a stylistic, cognitive and pragmatic analysis of a sample of Englishlanguage jokes about advertising and its variants. An analysis of the forms of 115 jokes sourced from four English-language websites shows that the most frequent forms of jokes about advertising are question/answer formats (60.8%), one-liner jokes (39.2%). A detailed study of 20 advertising-related jokes highlights the most frequent use of stylistic devices such as puns, fake enthusiasm, paraprosdokian, pastiche, bathos and irony. Other techniques include personified and zoomorphic metaphors, nonstandard similes, false argumentation (enthymeme), antithesis, are involved. From a cognitive perspective, the jokes leverage mechanisms like the von Restorff pattern, distinct contrast and easel patterns. Pragmatically, these jokes serve multiple purposes: they help students to relieve psychological stress, encourage creative and critical thinking, entertain in spite of war realities, introduce students to English-speaking advertising practices and vocabulary, foster an appreciation of humor and irony. Besides, they motivate students to be successful and confident, while shaping stereotypical images of Englishspeaking advertising professionals. The integration of English-language humorous advertising texts in English language learning programs proves beneficial. Such practice improves the professional vocabulary of students, equips them with cognitive, stylistic and literary techniques for tailoring their own advertising products. Moreover, such jokes contribute to the development of intercultural and cultural competences, important for future advertising specialists.
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Ha, Thai Thi Xuan, and Nguyen Kim Vu Bao. "Lexical Features in Food Advertising Slogans in American English and Vietnamese." South Asian Research Journal of Arts, Language and Literature 4, no. 5 (2022): 161–66. http://dx.doi.org/10.36346/sarjall.2022.v04i05.003.
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This study aims to investigate the lexical features of American English and Vietnamese food advertisements. In particular, the study focuses on analyzing and describing the lexical features of American English and Vietnamese food advertisements. Moreover, the article gives an analysis of the language of advertising from the linguistic point of view and lexical features of food advertising in 100 slogans in American English and Vietnamese. The advertising slogans chosen for the analysis on a random basis were divided into many different groups with a focus on word classification and lexical elements. The result of the study will contribute to enhancing the understanding of the advertising language aspect, helping advertisers in Vietnam create a highly effective advertisement that has positive effects on advertising viewers.
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Zinchenko, Natalia Sergeyevna, and Lyudmila Vladimirovna Laenko. "Structure of English polycomponent attributive phrases as a means of organizing the online advertising of women’s clothing." Philology. Issues of Theory and Practice 16, no. 10 (2023): 3491–96. http://dx.doi.org/10.30853/phil20230537.
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The aim of the study is to identify the structural organization of English polycomponent attributive phrases when describing women’s clothing items in English-language consumer online advertising. The study is based on the material selected from British and American websites advertising the sale of women’s clothing. The scientific novelty lies in identifying the features of the structural organization of English polycomponent attributive phrases describing clothing in advertising texts on the websites of leading brands. The paper provides a general characteristic of polycomponent attributive phrases describing the features of items of women’s clothing in the creolized English-language texts of online advertising. The researchers then carry out a quantitative and qualitative analysis of the location of these features in the verbal components of advertising texts. The results of the study showed that the arrangement of words indicating the features of an object in these phrases is accompanied by a “violation” of the sequence proposed by the rules of English grammar. Such “violations” are created to bring to the fore the words that most clearly characterize certain features of the advertised clothing.
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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 coercive influence on consumers through selecting and using language mechanisms. Relevant to date remains the analysis of the means of linguistic influence of an advertising text at various levels of language – phonographic, morphological, lexico-semantic, and syntactic, which determines the topicality of the study. The study examines the structural and functional characteristics of English advertising text, specifically in the context of automobile advertising, and how they are used to manipulate audiences. It also identifies the unique features of English advertising texts, including their pragmatic function and linguistic nuances. The analysis of the English automobile advertising discourse finds that morphemic manipulation is most often achieved by using adjectives, verbs, nouns, and adverbs. Stylistic means also have significant manipulative potential and are the second most used in the advertising discourse.
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Celiešienė, Vilija. "Kalbiniai lietuviškos interneto reklamos požymiai ir konkurencija su anglų kalba." Vārds un tā pētīšanas aspekti: rakstu krājums = The Word: Aspects of Research: conference proceedings, no. 24 (December 2, 2020): 267–79. http://dx.doi.org/10.37384/vtpa.2020.24.267.
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With the rise in mass production, advertising is undergoing sophisticated changes and is transferred from its original form to online space. Many of the world’s major newspapers and magazines have shifted much of their advertising from print to online forms in order to increase readership. The article analyses the linguistic expression of internet advertising as this type of advertising is the least researched by both foreign and Lithuanian linguists. Internet advertising is analysed in several aspects, i.e. the means of expressing the appeal function of advertising texts are discussed, ways of actualisation of advertising language are investigated. As the English language has become dominant in various spheres of language use, including advertising, the relationship between English and Lithuanian in online advertising is studied, the scope and nature of the English language use, the structure of multilingual advertisements and functions of English elements are determined. The sample material is advertising taken from the most popular Lithuanian news portals, e.g. Delfi, Lrytas.lt, 15min.lt. Reviewing the expression of the appeal function of advertising texts in the online media, it can be assumed that the imperative mood is the most commonly used tool with a tone of encouragement and inducement. The addressee tends to be approached in the form of a singular second person to establish a close, friendly relationship. Although the variety of syntactic style tools makes it possible to ‘play’ with an advertising text while making it distinctive and memorable, the Internet news portals under investigation do not have an abundance of syntactic style tools. For the actualization of advertising text, ad creators are more likely to choose lexical tools. The research results suggest that the process of losing the domain of internet advertising in Lithuania is not taking place, i.e., purely Lithuanian advertising prevails. The language of advertising is influenced by the country of origin of the product. The share of non-Lithuanian advertising of companies/goods/services of foreign origin is much higher than that of Lithuanian advertisers.
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Zembytska, Maryna, and Yulia Mazur. "STYLISTIC FEATURES OF ENGLISH ADVERTISING SLOGANS." Lviv Philological Journal 4 (2018): 39–43. http://dx.doi.org/10.32447/2663-340x-2018-4-39-43.
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Tsoloeva, Seda. "The English advertising text: structural features." Current Issues in Philology and Pedagogical Linguistics 36, no. 4 (2019): 158–63. http://dx.doi.org/10.29025/2079-6021-2019-4-158-163.
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Sidiropoulou, Maria. "Advertising in Translation: English vs. Greek." Meta 43, no. 2 (2002): 191–204. http://dx.doi.org/10.7202/004141ar.
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Abstract The role of advertising can be perceived quite differently across cultures. Analysts, therefore, are advised to approach advertisements with some understanding of the expectations in a particular culture (Rotzoll 1985). Such advice is particularly important in translating advertisements since the various strategies and techniques employed for persuasion have to be adjusted in the target culture in order for the intended perlocutionary effect to be achieved. The 55 English-Greek advertisement pairs examined in this research indicate that the translator should be sensitive not only to conventions applying across genres in a particular culture, but also to conventions associated with genre-internal variation, as 'soft-sell' and 'hard-sell' approaches in advertising are shown to require different types of interferences, in the translation process, for appropriateness to be achieved.
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Tetiana, Bezuhla. "MULTIMODAL METAPHOR IN ENGLISH ADVERTISING TEXT." Scientific Bulletin of Kherson State University. Series Germanic Studies and Intercultural Communication, no. 1 (September 30, 2019): 23–30. http://dx.doi.org/10.32999/ksu2663-3426/2019-1-3.
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Rush, Susan. "The noun phrase in advertising English." Journal of Pragmatics 29, no. 2 (1998): 155–71. http://dx.doi.org/10.1016/s0378-2166(97)00053-2.
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Ustinova, Irina P. "English and emerging advertising in Russia." World Englishes 25, no. 2 (2006): 267–77. http://dx.doi.org/10.1111/j.0083-2919.2006.00464.x.
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Tomchakovskyi, O. H. "POLYCODE CHARACTER OF ENGLISH ADVERTISING DISCOURSE." Тrаnscarpathian Philological Studies, no. 37 (2024): 134–37. https://doi.org/10.32782/tps2663-4880/2024.37.23.
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Anikina, Tatiana Vyacheslavovna. "Syntactic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 2021): 23–40. http://dx.doi.org/10.7256/2454-0749.2021.1.34886.
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Advertising is an inseparable element of modern life. It is virtually impossible to name a sphere of activity that is not covered by advertising. Currently, one of the most popular trends in linguistic research is the examination of advertising text and its components (lexis, semantics, syntax). This article is dedicated to studying the syntactic peculiarities of English-language and Russian-language online advertising. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). The scientific novelty lies in the fact that the analysis of syntactic means is carried out on the material of two languages. The conducted research revealed that prevalent syntactic means include mononuclear imperative sentences, exclamatory sentences, interrogative sentences, and negative sentences. Usage of the indicated syntactic means allows capturing interest of the recipients and indirectly influencing their mind. Both, English-language and Russian-language online advertising most frequently use mononuclear imperative sentences, as it motivates to purchasing goods or services, and convinces the audience that they should have it. No significant differences in using other types of sentences were detected in English-language and Russian-language online advertising; the primary task of advertising in any language is to encourage customers to buy the goods or services.
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Krishnasamy, Kanthimathi. "English in Tamil: the language of advertising." English Today 23, no. 3-4 (2007): 40–49. http://dx.doi.org/10.1017/s0266078407003094.
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ABSTRACTAdvertising has come a long way, from pedlars in the market square extolling their goods to glossy mags full of innuendo and making extensive use of verbal and non-verbal devices to attract consumers. In India, copywriters make extensive use of English words and phrases in advertisements in a variety of ways. This paper examines the use of English in television and print advertising in the Tamil language. A cursory examination of Tamil advertising shows that the language of advertising does not follow rigid rules: it makes optimal use of possible resources from a wide variety of styles.
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Shakhzoda EGAMBERDIEVA. "THE ANALYSIS OF LANGUAGE OF ADVERTISING DISCOURSE BASED ON ENGLISH ADVERTISING TEXTS." UzMU xabarlari 1, no. 1.4 (2024): 373–76. http://dx.doi.org/10.69617/uzmu.v1i1.4.2109.
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With the development of the social economy, advertising has become increasingly deep into people’s daily lives. Advertising area as a special purpose, has its distinct characteristics in the use of language. The language should be concise, accurate as well as artistic. This paper will analyze the language of advertising discourse, establishing the leading extralinguistic factors, that determine the communication process in advertising; reviewing the share of advertising text and ad-slogan in advertising and communicative activities; analyzing structural, semantic, and functional peculiarities of an ad-slogan.
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Shakhzoda EGAMBERDIEVA. "THE ANALYSIS OF LANGUAGE OF ADVERTISING DISCOURSE BASED ON ENGLISH ADVERTISING TEXTS." UzMU xabarlari 1, no. 1.4 (2024): 373–76. https://doi.org/10.69617/nuuz.v1i1.4.2109.
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With the development of the social economy, advertising has become increasingly deep into people’s daily lives. Advertising area as a special purpose, has its distinct characteristics in the use of language. The language should be concise, accurate as well as artistic. This paper will analyze the language of advertising discourse, establishing the leading extralinguistic factors, that determine the communication process in advertising; reviewing the share of advertising text and ad-slogan in advertising and communicative activities; analyzing structural, semantic, and functional peculiarities of an ad-slogan.
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OCHEREDKO, YU V., and UKHANOVA A.M. "COMPARATIVE ANALYSIS OF RUSSIAN AND ENGLISH ADVERTISING TEXTS." HUMANITARIAN RESEARCHES 4, no. 80 (2021): 91–96. http://dx.doi.org/10.21672/1818-4936-2021-80-4-091-096.
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The purpose of the study is to reveal the essence of the advertising text in English-speaking countries and in Russia. The article focuses not only on the differences, but also on the similarities in the construction of slogans. The influence of parts of speech on motivation when buying a certain product or service is determined. The scientific novelty consists in the consideration of English-language and Russian-language advertising texts on the same basis, the identification of distortion of advertising slogans in the translation process. As a result of the study, the distinctive features of English-language and Russian-language media texts were identified. It is emphasized that, depending on the language in which the media text is presented, the method of presenting the material is modified. Based on the analysis, it was revealed that the English-speaking audience is more liberated, as a result, the advertising message is presented in a free and open form, often with elements of humor. The Russian-speaking audience prefers a more accurate advertising text, minimizing the use of slang.
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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 according to their meaning and functions. By meaning, the following lexico-semantic groups of metaphors have been identified: metaphors with the meaning of natural phenomena, names of precious metals, the beginning and end of activity, struggle, transport, organism, as well as "family", "building", "royal", "sensory", "magic" and abstract metaphors. According to their functions, metaphors have been divided into those that inspire trust of the consumers, promise something or force them to try it. In English advertising texts, metaphor is often used in combination with other stylistic devices: phonetic, lexical and syntactic ones. Metaphors can create a certain image of the product for the addressee.
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Buranshina, L. "The phenomenon of precedence in English-language advertising." ТЕНДЕНЦИИ РАЗВИТИЯ НАУКИ И ОБРАЗОВАНИЯ 103, no. 2 (2023): 199–201. http://dx.doi.org/10.18411/trnio-11-2023-113.
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This article delves into the topic of precedence in English advertising and into referencing elements from existing texts to create a new message. This study aims to identify and analyse the language and methods used in the precedent texts in order to capture the attention of the Englishspeaking audience and increase the effectiveness of such advertising campaigns. This work utilizes general scientific research methods, which include abstraction and study of the advertising literature as well as the method of analysing and processing information.
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Doroshyna, L., and V. Bryzhatyi. "Pragmatic specifics of military advertising discourse (on English advertising video-materials)." International Humanitarian University Herald. Philology 41, no. 2 (2019): 132–35. http://dx.doi.org/10.32841/2409-1154.2019.41.2.32.
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Dildora, Azimova Aslitdin qizi. "LANGUAGE GAME IN ADVERTISING DISCOURSE: BASED ON ENGLISH AND UZBEK LANGUAGE ADVERTISING." Journal of Universal Science Research "ZAMONAVIY TILSHUNOSLIK VA TARJIMASHUNOSLIKNING DOLZARB MUAMMOLARI" mavzusidagi xalqaro ilmiy-amaliy anjuman3 3, no. 4 (2025): 103–5. https://doi.org/10.5281/zenodo.15290521.
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Language plays a crucial role in advertising by shaping consumer perception and engagement. One of the most effective linguistic strategies employed in advertising discourse is the "language game," which involves wordplay, puns, metaphors, and other rhetorical devices to capture audience attention. This paper explores the use of the language game in English and Uzbek advertisements, highlighting similarities and differences. The study integrates insights from linguists and marketing experts to analyze how language manipulation enhances the persuasiveness of advertisements.