Lexical and phonetic ways of influencing in the speech of advertising texts
Год сдачи (защиты) дипломной работы: 2016 г.
Объем: 80 стр.
Содержание дипломной:
Заданная тема1: Lexical and phonetic ways of influencing in the speech of advertising texts
INTRODUCTION 4
CHAPTER 1. MODERN ADVERTISING TEXSTS: MAIN PECULIARITIES 7
1.1 Aims and Tasks of Modern Advertisement 7
1.2 Linguistic Characteristics of Advertising Texts 16
1.3 Influencing in Advertisement: History and Modern Times 23
Summary of Results 32
CHAPTER 2. LINGUISTIC WAYS OF INFLUENCING IN THE SPEECH IN ADVERTISEMENT 34
2.1 Linguistic Peculiarities of Advertising Texts 34
2.2 Lexical Ways of Influencing in Advertising Texts 40
2.3 Phonetic Ways of Influencing in Advertising Texts 58
Results and Discussion 63
CONCLUSION 66
REFERENCES 69
APPENDIX 75
Выдержка из дипломной работы
The theme of the present paper is a cross-disciplinary research which is directed to the analysis of main ways of influencing in the speech of advertising. On the one hand, language of advertising is fully investigated by Russian and foreign scientists. On the other hand, peculiarity and uniqueness of advertising discourse show the necessity of more detailed analysis of the speech of advertising.
The topicality of the present research can be explained, first of all, by the great role of advertisement in modern society. It is known that nowadays advertisement is not only an economic way of commerce, but also an effective tool of influencing in modern world. In spite of the whole variety of different researches of advertising text, lexical and phonetic ways of influencing in the speech of advertising demand more specific investigation...
Nowadays advertisement plays a great role in social and marketing structure of modern society. Every item of the present world can be advertised, and people just cannot ignore it or escape from advertisement.
For the last decades the quantity of advertisement items has significantly increased. That is why advertising activity is analyzed today from different aspects: economical, social, cultural, legal, psychological, philosophical, linguistic, etc. Marketing experts are interested first of all in the economic effectiveness of the advertising. Sociologists try to reveal regularities of advertising influencing on different groups of people taking into account their values. Culture experts focus their attention towards the phenomenon of advertising as an expression of the mass culture. Lawyers investigate advertising texts which break some administrative or legal norms. Psychologists try to focus at such phenomena as social perception, team activity, motivation of the success, etc. In the works of philosophers advertising is examined as a tool of social transformations in the modern society. And linguistic approach characterizes advertising from the aspect of the basic paradigm of a text as a type of discourse...
In the present research the notion of advertisement and its ways of influencing were analyzed on the linguistic levels, while more often this type of texts is investigated in the sphere of marketing, social relations and main communicative strategies. According to the main task of advertisement, which consists in influencing people and motivating them to buy a product, this type of text is characterized by its informative, figurative and expressive nature. Nowadays advertising text performs a lot of functions (motivations, socializing, communicative, expressive, pragmatic, supportive, controlling, economic) while earlier its main function was information about the product and its producer.
In the present research analysis is made on the material of advertising texts which can be classified into different groups. According to their mode there exist speech, writing, song, video and image advertisement. According to the type of medium linguists distinguish print, poster, radio, TV, internet advertisements. According to the target recipient advertisement can be for women, men, teenagers, children, people of different professions and industrial sectors...
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