STYLISTIC FEATURES OF ENGLISH ADVERTISING SLOGANS
Journal Title: Львівський філологічний часопис - Year 2018, Vol 4, Issue
Abstract
The study focuses on the basic linguistic features of advertising slogans and linguistic toolsthat, which are most frequently used at morphological, lexical and syntactic levels. Stylistic devices utilized in modern English commercial advertising. The current paper reveals research findings from the analysis of over 100 randomly selected advertising slogans, which are analyzed in terms of their structure and lexis. The study involves a number of criteria set for an effective advertisement: attention value, listening ability/readability, memorability, and marketing power, as well as the requirements to be met: conciseness accompanied with intensive emotion; focus on the core commercial proposal; simple language that is easily memorized and easily translated. Particular attention is drawn to the persuasive power of advertising textsand their influence on the recipients, which is the result of relevantly chosen stylistic devices, figures of speech and tropes. Two basic approaches to the linguistic analysis of advertisementsare speculated upon, i.e. sociolinguistic approach and psycholinguistic approach. Both examined approaches suggest that there is certain interdependence between the persuasive power of advertisements and the utilized linguistic tools. The study of the selected advertisements reveals the following groups of stylistic devices at different language levels. In particular, at the phonological level: antisthecon, onomatopoeia, consonance, assonance, alliteration; at the syntactical level: anthimeria, epistrophe, anaphora; at the semasiological level: ellipsis, chiasmus, antithesis, hyperbole, simile, metaphor, rhetorical questions, semantic ambiguity, polysemy and puns.The stylistic devices used in advertising are classified into: stylistic devices involving repetition; stylistic toolscreating a metaphorical situation that provokes a recipient’s reaction; complex stylistic resources involving both repetition and semantic variation. The study also attempts to reveal particular aspects of advertising discourse perception and interpretation.
Authors and Affiliations
Maryna Zembytska, Yulia Mazur
Keywords
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