30 страниц
83% уникальность
2022 год
27 просмотров
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The successful development of advertising in our country is hampered by the fact that the tradition was interrupted in it. In order to overcome the consequences of the eighty-year advertising "vacuum", it is necessary to study the rich foreign experience. Of course, advertising as a socio-cultural phenomenon should be guided by the culture of the country for which it is intended. The fact that foreign experience in advertising is much richer than domestic does not require proof. It is obvious that the verbal component of advertising, that is, a speech product, is the most important aspect of advertising activity, which cannot but be of interest to linguists. The main feature of modern mass culture is its informational nature, which gives the content of information on a global scale the properties of universality. Rich material for the study of polycode messages is provided by such an integral part of mass culture as advertising of various genres - print, television, street, radio, Internet advertising, etc. Advertising, like a living organism, evolves along with a person. Its value is growing inexorably. It should be noted that a feature of any television advertising text is to attract the attention of the recipient, but not with the help of bulky and expensive special effects, computer graphics and various television technologies, but relying on the expressive capabilities of any individual language (in our case, English). In this paper, the focus is on the most regularly used in advertising messages linguistic means of phonetic, grammatical and lexical levels. Their goal is to decorate the text, make it easier to remember and create a positive perception of the advertised product among the recipient. The purpose of this study is to demonstrate the use of expressive means and stylistic devices in advertising texts, emphasizing their psycho-emotional impact on readers, consumers and buyers. The object of this work is advertising texts with the help of which the political, economic, cultural and social views of consumers are formed. The subject of the work lies in the expressive means of the language used to attract the attention of customers. For the successful implementation of this study, the following research methods were chosen: analysis, comparison, axiomatic method, and induction. In the first part, we focus on theoretical facts: the history of advertising as a linguistic and cultural process, the emotional impact of expressive means on the perception of the reader, consumer, buyer based on such stylistic devices as alliteration, repetition and comparison. In the second part, we visually show examples of the techniques listed above in order to study how the use of these expressive means affects the effectiveness of the product and / or service being sold.
