Academic literature on the topic 'Language and languages in advertising'

In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish-speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impactsboth company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of internationaladvertising campaigns.

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.

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.

This article examines the influence of language peculiarities on the structure of word-formation models in the context of advertising discourse. The aim of the research is to identify the specific features and differences in the structure of word-formation models between English and Russian languages, as well as to evaluate their translational equivalents. Within this study, a comprehensive analysis of advertising texts in English and Russian languages was conducted, with a focus on word-formation models. The structure of word-formation models was systematically classified and analyzed, taking into account various language peculiarities and mechanisms of word-formation. The results of the research demonstrate significant differences in the structure of word-formation models between English and Russian languages. English, characterized by a wealth of prefixes and suffixes, exhibits a more flexible and diverse structure of word-formation models, whereas Russian language stands out for its predominant use of suffixes and endings. Additionally, the article presents an analysis of the translation of word-formation models from English to Russian. This analysis helped to identify difficulties and challenges associated with translating the structures of word-formation models between the two languages. The scientific significance of this research lies in expanding our knowledge about the structure of word-formation models and their translation in advertising discourse. The practical significance of the research lies in providing a foundation for the development of effective translation strategies for word-formation models in advertising texts between English and Russian languages. In conclusion, the study confirms that language peculiarities have a significant influence on the structure of word-formation models in advertising discourse. Understanding these peculiarities and being able to translate word-formation models effectively are crucial for creating successful advertising campaigns that accurately convey the intended message and emotional undertones of the original texts in the target language. Further research directions may involve a deeper analysis of specific language peculiarities in other language pairs, as well as the development of recommendations and methodologies for translating word-formation models in advertising discourse. Additionally, investigating the impact of the structure of word-formation models on the perception and effectiveness of advertising texts among different cultural groups and audiences can be explored.

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 languages. Environmental advertising is focused on international issues, which explains the similarity in the choice of syntactic means in advertising text in different languages. In conclusion, the authors emphasize the significance of the syntactic features in the suggestive function of environmental advertising and their versatility across various languages for influencing an international audience. The results of this research can be used by the authors of advertising texts to the most effective impact on consumers’ subconscious.

While the study of advertising discourse is a well-established research area in applied linguistics, language contact phenomena in advertising have often been neglected. This chapter reviews work on language contact phenomena in advertising. Recent work has shifted away from a long-standing focus on borrowings and loanwords. Currently, more emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple codes are associated and of the consumers who peruse them. The chapter is also concerned with the various functions of different contact languages in advertising. Languages other than English imbue a product with an ethno-cultural stereotype about the group who speak the language. By contrast, English has largely become a nonnational language and has been appropriated by advertisers in non-English-speaking countries to index a social stereotype. English has become the language of modernity, progress, and globalization. The chapter ends with suggestions for future research deriving from recent developments in marketing, namely the emergence of the global super-brand.

In current intercultural advertising in Europe, languages are used not for their communicative function (what could be termed their utility value) nor any of the other more established functions of language in advertising communication, for example persuasion or hyperbole. Instead, it is their symbolic function that has come to have the greater value. Thus, it is unimportant whether the advertisee understands the foreign word in an advertisement, so long as it calls up the cultural stereotype of the country with which the language is associated. We have, therefore, in Marx's terms 'form without content'. Language in intercultural advertising has become fetished, imbued with value, existing as a thing on its own. In this article, the existence and functioning of language fetish in European advertising is explored. By examining a range of both pan-European advertisements and specifically intercultural advertisements, we can see how languages have become fetished with values based on deep-seated perceptions of the cultural identities of other European countries and regions.

The article presents the main research on the problem of using borrowings of world famous brands in chinese and russian. The author of the article analyzes the features of penetration and functioning of borrowings in the structure of advertising text, since it is advertising that has become a significant phenomenon of modern culture, reflecting not only typical visual images and mental stereotypes, but also representing the linguistic habits of different language speakers. Advertising demonstrates not only linguistic, but also social, cultural and linguistic processes taking place in different languages. The study provides a comparative analysis of borrowings, describes their main linguistic features. Particular attention is paid to examining the ways of penetration of borrowings into the chinese language. Both a brief description of the lexical base of borrowings in the chinese language and a diachronic analysis of borrowings are given. The article provides certain data on the dynamics of the appearance of foreign words in the modern chinese language. The given synchronous analysis of foreign lexical units in chinese and russian advertising has made it possible to demonstrate how various factors influence the frequency of the use of borrowings in different languages: from linguistic to social and cultural. The thematic classification of borrowings describes various methods of penetration of foreign vocabulary into chinese and russian advertising. The analysis is based on the names of world famous brands. The classification of the main types of borrowings in russian and chinese advertising is given. The study notes that the number of borrowings in chinese advertising is equal to their number in russian one. In many cases, brand advertising in chinese uses duplication, a method that best preserves the words of the recipient language in the new lexical format. The authors come to the conclusion that the specificity of using borrowings in these languages has both specific intralingual factors characteristic of these languages and external, economic and social factors.

Summary The ability to communicate in several foreign languages, recognize and understand cultural differences and effectively interact in a multicultural environment has become vital in the modern world that faces intense globalization processes. Linguistic and intercultural competences are essential not only for establishing personal relationships with foreigners but also for developing successful business relationships. At the Institute of Foreign Languages at Vytautas Magnus University (hereafter - VMU IFL), Spanish and German languages remain in the top five of the most popular languages among 30 languages available to students. These languages are chosen not only by Lithuanian students but also by foreign students who come to study in Lithuania. Most exchange students who come to study at VMU choose to study the Lithuanian language as well. In addition to the development of language skills in a learning process, the new concept of language teaching / learning, market trends and the great interest of students and the public in languages lead to the development of topics related to culture and intercultural communication and efforts to reveal peculiarities of the new culture in the common European and native country context. Based on the theories of different authors on the connection between culture and language and intercultural differences, the article discusses the possibilities of using commercials (video recordings of advertisements) to get acquainted with the culture in foreign language lectures. A comparative analysis of examples selected from commercials available online and revealing certain cultural aspects of the three countries (Spain, Lithuania and Germany) that allow to understand the target culture better is presented in this article. The aim is to reveal how a teacher, knowing the theories of cultural differences, can use commercials for the development of students’ linguistic and also cultural and intercultural competences.

The article discusses the need to involve authentic advertising texts in the process of foreign language teaching. The main characteristics of an advertising text are described. A model of step-by-step work with advertising texts in the process of foreign language teaching is proposed. The ways of developing students’ language skills, as well as their communicative and sociocultural competences using advertising texts in the learning process are considered. It is shown how advertising texts create students’ socio-cultural background and increase their motivation to learn foreign languages. Types of tasks which include advertising texts aimedat developing the communicative skills and socio-cultural competence of students are presented.