Лексические и фонетические средства речевого воздействия в рекламных текстах / Lexical and phonetic ways of influencing in the speech of advertising texts

• Номер работы:
  369480
• Раздел:
  Все работы   →   Дипломные работы   →   Английский язык
• Год подготовки:
  18.12.2015
• Объем работы:
  80 стр.
• Содержание:
  CONTENTS
  
  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 работы:
  INTRODUCTION
  
  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.
  The aim of the present paper is to analyze lexical and phonetic ways of influencing in the speech in advertising.
  The object of the research is discourse of advertising.
  The subject of the work is influencing in the speech of advertising.
  The tasks of the present work are the following:
  1. To set an aim and tasks of modern advertisement.
  2. To characterize advertising texts in linguistic aspect.
  3. To examine history and modern state of influencing in advertisement.
  4. To investigate main linguistic peculiarities in advertising texts.
  5. To analyze lexical and phonetic ways of influencing in advertising texts.
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  CHAPTER 1. MODERN ADVERTISING TEXSTS: MAIN PECULIARITIES
  1.1 Aims and Tasks of Modern Advertisement
  
  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.
  Having evaluated from the ancient times, advertising became one of the essential and significant element of human existence. As Ch. Hackley speaks, “advertising has become such a feature of daily life in developed market economies that sometimes it seems as of we hardly notice is <…> as if it were as natural as grass or trees” [29, p.9].
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