Лингвостилистические Особенности Англоязычных и Русскоязычных Рекламных Текстов и их Сравнительная Характеристика

• Номер работы:
  316403
• Раздел:
  Все работы   →   Дипломные работы   →   Английский язык
• Год подготовки:
  20.12.2014
• Объем работы:
  108 стр.
• Содержание:
  Table of contents
  
  Introduction 3
  Chapter I. Theoretical framework for the study of advertising text 5
  1.1. History and evaluation of advertisement in Russia and English speaking countries 5
  1.2. The essence of advertising text 9
  1.3. Verbal/non-verbal peculiarities of advertising text 15
  Resume of the chapter 23
  Chapter II. Linguistic and stylistic peculiarities of English and Russian advertising text 26
  2.1. Linguistic and stylistic peculiarities of English advertising text 26
  2.2. Linguistic and stylistic peculiarities of Russian advertising text 37
  2.3. Comparison study of English and Russian advertising texts 50
  Resume of the chapter 55
  Conclusion 58
  Bibliography 60
  Summary 65
  Appendix 67
  
  
• Выдержка из работы:
  Introduction
  
  The research of linguistic and stylistic peculiarities of English and Russian advertising texts and their comparative characterization is very topical today. First of all, advertising text is investigated nowadays from different aspects: social, psychological, linguistic, etc. Social researchers and cultural scholars try to prove that advertisement is a representation of mass culture; psychologists investigate motivation and influence of advertising text; for philosophers advertisement is a tool of social transformations. Second, economic efficiency of modern advertisement depends on linguistic verbal and non-verbal means. That’s why research of advertising text and its linguistic and stylistic peculiarities is very important. In connection with the above we can affirm the topicality of our investigation.
  The topicality of our investigation defines the aim and the tasks of our work.
  The aim of research is comparative analysis of linguistic and stylistic peculiarities of English and Russian advertising texts.
  The tasks of our research are the following:
  1. To examine history of advertisement and its essence.
  2. To study verbal and non-verbal peculiarities of advertising texts.
  3. To investigate linguistic and stylistic peculiarities of Russian and English advertising texts separately.
  4. To make a comparative analysis of linguistic and stylistic peculiarities of English and Russian advertising texts.
  The object of research is advertising text. The subjects of research are linguistic and stylistic peculiarities of English and Russian advertising texts.
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  Chapter I. Theoretical framework for the study of advertising text
  1.1. History and evaluation of advertisement in Russia and English speaking countries
  
  Nowadays the industry of advertisements in the whole world is developing in all its directions since it is considered to be a very profitable business. At first sight one can think that advertisement is relatively young and modern. But the analysis of scientific works allows us to make quite the opposite conclusion.
  The etymological analysis of the notion “advertisement” isn’t decisive. On the one hand, from the point of view of C.L. Tyagi and Arun Kumar, the word “advertisement” originated from a Latin word “advertire” with the meaning ‘to turn to’. In this link advertisement can be denoted as “the process of buying sponsor-identified media space or time to promote a product or an idea” [26, 2].
  On the other hand, the researcher V. Uchenova states that the root of the notion “advertisement” is a Latin word “reclamare” with meaning ‘scream out’ because the initial form of advertisement is loud shouts of public criers in ancient times. From the point of view of this researcher, advertisement is a branch of mass communication, in which informative, figurative and expressive works are created with the aim to impel people to choose and buy definite products [49, 8].
  Most researchers of advertising texts and their peculiarities agree that advertisement is known from ancient times. Z. Sharipova notes that we first heard about advertisement in the period of social division of labour and interchange of goods. Before that period human society wasn’t in need of information about products. But human constantly turn into producer and consumer. In this regard advertising activity gained ground. It must be noted that advertising activity is mentioned even in the early written documents. Thus, in the Mediterranean world archeologists found advertisements of fence-plays and circus performances; the Phoenicians painted drawings of their goods on the walls [55, 68].
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