USAGE OF IDIOMS IN SELECTED ADVERTISING MESSAGES

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  592239
• Раздел:
  Все работы   →   Дипломные работы   →   Английский язык
• Год добавления:
  01.05.2020 г.
• Объем работы:
  50 стр.
• Содержание:
  INTRODUCTION 3
  CHAPTER 1. ADVERTISING AS AN INTEGRAL PART OF HUMAN LIFE 4
  1.1 Definition and etymology of advertising 4
  1.2 History of advertising 5
  1.3 Types of Advertising 8
  1.4 Summary of Results 10
  CHAPTER 2. THE LINGUISTIC NATURE OF IDIOMS 12
  2.1 Description of the idiom as a linguistic phenomenon 12
  2.2 Basic characteristic of idioms 14
  CHAPTER 3. PRACTICAL USAGE OF THE IDIOMS IN ADVERTISING 20
  3.1 Idiomatic language in Advertising 20
  3.2 Manipulating by idioms 25
  3.3 How to use idioms creatively 27
  CONCLUSION 32
  REFERENCES 34
  Appendix 1 37
  
  
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  1.1 Definition and etymology of advertising
  Advertising plays an important role in the modern society. Advertising concerns almost every sphere of people’s activities. It can be seen in different forms and genres. Thus, it is impossible to escape from advertising today. This is the main reason of interest of scientists of different fields to this phenomenon.
  Advertising has been developing from the ancient times. And nowadays it became one of the most significant and essential elements of the modern human society. In the words of Hackley, “advertising has become such a feature of daily life in developed market economies that sometimes it seems as if we hardly notice it … as if it were as natural as grass or trees” (Hackley 2005: 9).
  In order to analyze the history of advertising, it is important to hold an etymological analysis of this notion. It must be mentioned that etymology of this word cannot be called strictly revealed (Tyagi, Kumar 2005: 2).
  According to Tyagi, an English word “advertisement” was borrowed from a Latin lexeme “advertire” with means ‘to turn to’ (Tyagi, Kumar 2005: 2).
  According to Percy, the word “advertisement” implies more than just ‘announcement in a public sphere’ (Percy, Rosenbaum-Elliott 2012: 4).
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  1.2 History of advertising
  Advertising as a sphere of product promotion originated in ancient times. As Tungate states, the Romans certainly knew how to make a convincing sales pitch. Early examples of advertising were found in the ruins of Pompeii. One of these examples was a sign promoting a brothel. Another example is prehistoric cave paintings as a form of ancient advertising. Later the function of advertising was performed by the criers in the streets and handbills tacked to trees (Tungate 2007: 10).
  Fast development of advertising in a more modern form began with the invention of printed press. In English a handbill announcing a prayer book was the first printed advertising, and perhaps in the whole world. This advertisement was printed in 1472 (Barres-Baker 2006: 6).
  Another example of an old advertisement is a book describing an unknown plant written by “Magister Cunan” and printed by Matthew Welack in Wittenberg (Barres-Baker 2006: 6).
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