СодержаниеContents
Introduction 3
1. Language of advertising slogans 7
2. Stylistic features of advertising slogan 10
3. Analysis of Advertisement for Viagra tablets 24
Conclusion 25
Reference List 27ВведениеIntroduction
In a sense, advertising began around 3200 BC when the Egyptian stencilled inscriptions of the names of kings on temples being built. Later they wrote runaway-slave announcements on papyrus. Signboards were placed outside doors in Greece and Egypt around 1500 BC. Most historians believe that outdoor signs above shop doors were the first forms of advertising. As early as 3,000 BC, the Babylonians, who lived in what is now Iraq, used such signs to advertise their shops. The ancient Greeks and Romans also hung signs outside their shops. Few people could read, and so merchants used symbols carved in stone, clay, or wood for the signs. For example, a bush indicated a wine shop, and a boot advertised a shoemaker’s shop. In ancient Egypt, merchants hired criers to walk through the streets and announce the arrivals of ships and their cargo.
It was not until 1704 that paid advertisements were printed in the United States (which is now the leading nation in annual volume of advertising). Later, Benjamin Franklin made advertisements more readable by using large headlines and by surrounding the advertisements with considerable white space. By 1771 there were 31 newspapers in the colonies, and all carried advertising.
Advertising has developed much greater volume in the US than elsewhere, but the principles and techniques of advertising are important in many nations, and they can be applied wherever there are facilities for mass communications. The growth of advertising is closely related to the level of a nation's economic development. Thus, Japan spends 10 times as much on advertising per capita as most other Asian countries and its advertising techniques are very similar to those in the US. In the underdeveloped and developing countries, advertising is limited or almost nil.
Advertising is growing rapidly and it is a multibillion dollar industry nowadays. In many businesses, sales volume depends on the amount of advertising done. Manufacturers try to persuade people to buy their products. Business firms use advertising to promote an "image" for their company. Businesses use advertising to gain new customers and increase sales.
One of the remarkable features of human language is that it can convey both fact and feeling simultaneously. Humans use language to convey opinion as well as to express facts. Often the two are intertwined and inseparable. Such being the case, the use of a clever word, or a compelling turn of a phrase, can often sway readers to interpret ideas in one way or another. In the political arena, people who are adept at such maneuvers are called "spin doctors." In business, those people are called corporate communications officers, press relations specialists, or advertisers.
Advertising is a message designed to promote or sell a product, a service, or an idea. Advertising reaches people through varied types of mass communication. In everyday life, people come into contact with many different kinds of advertising. Printed ads are found in newspapers and magazines. Poster ads are placed in buses, subways, and trains. Neon signs are scattered along downtown streets. Billboards dot the landscape along our highways. Commercials interrupt radio and television programming.
According to The New Encyclopaedia Britannica, advertising is designed to inform, influence, or persuade people. At this point, we should remember that all texts are hybrid structures, that they are multifunctional, unfolding different perspectives. As we shall see from the on-going discussion, advertisements seem to be very complex in nature, possibly the most intricately interwoven type of texts.
Individuals, political candidates and their parties, organizations and groups, and the government also advertise. The armed forces use ads to recruit volunteers. Special interest groups promote a cause or try to influence people's thoughts and actions. Politicians use ads to try to win votes. And people advertise in newspapers to sell cars, homes, property, or other items.
Advertisers use a variety of techniques to create effective advertisements, to maximize the appeal for a targeted (large) group, to educate the readership to trust the opinions voiced, to secure the intended reading of the text for the benefit of the product and brand.
Advertisers rely on many kinds of appeals to persuade people to buy. In general, advertisers may present their message either in a factual way or in an emotional way. Advertisements that use a factual approach describe the demonstrable characteristics of a product. Such ads tell what the product is, how it works or how it is made. Advertisements that use an emotive appeal stress the ways in which a product will give personal satisfaction. Such an ad might appeal to a person’s need for love, security, or prestige and suggest that the product will satisfy the need. Advertisers often use sexual themes that appeal to a person’s desire to be attractive to the opposite sex. For example, an advertisement for aftershave lotion might suggest that the product would help a man attract women.
To persuade the largest possible number of people, many advertisements combine factual information with an emotional appeal, or they use several appeals. In such cases, the appeal is aimed specifically at a limited group of people, such as business executives or young married couples.
The language of advertising has received the most attention from academicians, the media, and ordinary folks alike since advertising is ubiquitous in our lives. Yet all writers convey judgments about their subject and thereby "slant" the subject toward one opinion or another. Although few people admit to being greatly influenced by ads, surveys and sales figures show that a well-designed advertising campaign has dramatic effects. A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message.
The purpose of a study of advertising is to raise the level of awareness about the persuasive techniques used in ads. One way to do this is to analyse ads in microscopic detail. Ads can be studied to detect their psychological hooks, they can be used to gauge values and hidden desires of the common person, they can be studied for their use of symbols, colour, and imagery. But perhaps the simplest and most direct way to study ads is through an analysis of the language of the advertising slogans.
Ads are designed to have an effect while being laughed at, belittled, and all but ignored. Since no one superior product exists, advertising is used to create the illusion of superiority. The largest advertising budgets are devoted to parity products such as gasoline, cigarettes, beer and soft drinks, soaps, and various headache and cold remedies.
Language is considered as an effective tool in extending a company’s message to the people, particularly to consumers. Companies with different products to sell use advertisements to provide the consumer product awareness, and this will not be effectively done without the use of language. There are several ways in which companies and advertising firms use the written word to persuade people to buy their product.
In order to sell its products the company willing to do that must advertise them in the language which a potential customer can understand, otherwise the company might fail. The failure of a business in today’s market is very painful for the world economy. Such problems could be solved by a specialist with a good knowledge of both theory and practice of creating advertisements.
The purpose in writing this work was to study the language of advertisement and its stylistic peculiarities then to present an introduction to methods and techniques of slogan creation which are of great interest of a linguist.ЛитератураReference List
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