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Некоторые тезисы из работы по теме Linguistic peculiarities of popular slogans in modern English- French- and Russian-speaking youth cultures
Introduction
The importance of advertising communication for the modern world cannot be overemphasized. Moreover, today there is a tendency to increase the role of advertising as a means of communication, since advertising itself has a socio-cultural and psychological impact on people.
The main task of advertising is to convey information to the consumer about the quality of certain services, as well as how to meet the needs. Advertising also allows you to compare services-substitutes, stimulates consumer demand with a view to its reproduction.
The main purpose of advertising is the sale of the advertised product or service. It is this goal that all components of the advertising impact. In order to achieve an effective impact of the advertising message on the target audience, attention is paid not only to filling the advertisement with correct and accurate informational content, but also to the emotional reactions that this content should cause to the potential consumer at an unconscious level. A particularly important role in achieving this goal is assigned to advertising elements, which are the basic components of advertising, including the brand name; name of the advertised product and slogan.
Advertising is extremely significant in the process of formation of lifestyle and worldview. Advertising has a special impact on the worldview of persons belonging to the youth age group (from 15-18 to 25 years old), which is generally due to age characteristics, in particular the desire to imitate the idol, the idea to have brands and generally desire to stay in trend. Despite the fact that the role of advertising in modern society is enormous, the linguistic specificity of its components, including the advertising slogan, is still not fully understood.
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1. Advertising to Youth: problems of study
1.1. Advertising as one of the ways to shape the worldview of today"s youth
Even in ancient Greece and Rome, in public squares and other places where people gathered, announcements were loudly shouted or read out, hence the term “advertisement”, derived from the Latin word “reklmare”, which literally translates as “to shout loudly” or “to notify.
According to the RF Law of July 18, 1995 "On Advertising", advertising means information in any form, by any means, about an individual or legal entity, goods, ideas and undertakings (advertising information) intended for an indefinite circle of persons and intended to form or maintain an interest in the physical, legal person, goods, ideas and initiatives. Advertising promotes the sale of goods, ideas and initiatives [27].
It turns out that the law "On Advertising" gives a broad definition to the concept of "advertising". A broad definition of the concept of “advertising” is also found in foreign authors studying advertising in various aspects. However, most of these definitions are closely related to the concept of marketing.
If we turn to the definition of advertising offered by the American Marketing Association, then this concept means any form of non-personal representation of ideas, products or services that are paid for by the customer and serves to attract the attention of potential consumers to the object of advertising. To attract attention to the object of advertising using the most effective techniques and methods, the choice of which depends on the specific situation [15].
In a broad definition of advertising, its essence is displayed as a diverse social phenomenon of modernity, which does not exclude divisions into certain types or sectors. These types or sectors limit advertising and information activities to certain areas of the socio-economic life of people. According to this definition of advertising, it is possible to distinguish such industries as commercial, political, scientific, and religious and others.
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