СодержаниеTHEORETICAL PART
Introduction……………………………………………………………….3
1. The advertising text as a communicative unit………………………….4
2. Three components of the advertising text…...…………………………6
3. Analytic concepts and their application………...……………………...7
3.1. Components of a print advertisement………………..………..7
3.2. Basic analytical concepts……...………………………………8
3.3. Advanced analytical concepts………..………………………10
4. Case studies of components of advertisement……..…………………12
4.1. Words and phrases used in advertising…..…………………..12
4.2. Figurative language……………………..……………………16
PRACTICAL PART
Analysis……..…………………….…………………………………….18
Conclusion………………………………………………………………24
References………………………………………………………………25
Enclosure (Advertising print campaign #1, 2, 3)ВведениеWhenever we pick up a newspaper or magazine, turn on the television or look at the headings on roadsides, we are confronted with advertisements. These do more than simply sell a product - they work in subtle ways to persuade us to accept the way of life and pattern of our needs that they depict.
Advertising is one of the most prominent, powerful, and ubiquitous contemporary uses of language. Its seductive and controversial quality has attracted consistent and intense attention across a range of academic disciplines including linguistics, media studies, politics, semiotics, and sociology.
Advertising’s creative use of language makes it a particularly rich site for language and discourse analysis. Operating in all media and exploiting the interaction between word, sound, and image, it provides a key location for studies of multimodal communication. Simultaneously poetic and commercial, it raises questions about the nature of creativity and art.
In this course paper I illustrated the range of linguistic and visual techniques advertisers use to achieve emphasis and special effects. I mentioned the classification of advertising text from different points of view. The structure of the text is the main problem of this course paper.
In the practical part I took the print advertising campaign of Mercedes-Benz brand and analysed it according to the given information in the theoretical part of this course paper.ЗаключениеThe study of advertising brings together many of the key social and political issues of our time: the new capitalism; globalization; overconsumption and the environment; cultural and individual identities; and the communications revolution. It provides insight into the ideologies and values of contemporary societies.
The Language of Advertising is not a book which simply presents the results of an analysis of modern advertising. It seeks throughout to equip the reader with the techniques for his or her own examination of advertising ideology and of the social functions of advertising today.
In this course paper I tried to analyse the advertising text, its main peculiarities, functions and structure.
After the analysis of the advertising series I can say that making advertisement successfully is very hard skill. There are a lot of difficult details that must be taken into account to persuade the reader to buy the advertised item.Литература1. Cook, G. (2001) The discourse of Advertising. London. Routledge
2. Edward W. Classified Advertisement language. Network Center of USTC 2002
3. Gonzalez S., Sells P. The language of advertising. United States of America. Stanford University. On line.
4. Roger J. Kreuz, PhD. Using Figurative Language to Increase Advertising Effectiveness. Military Personnel Research Science Workshop Memphis TN, 2001
5. Кохтев Н.Н. Реклама: Искусство слова. Рекомендации для составителей рекламных текстов. – М.:Изд-во МГУ, 1997.
6. Шатин Ю.В. Построение рекламного текста, 2-ое изд. – М.: Бератор Пресс,2003.
7. http://www.linguarama.com/ps/293-6.htm
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