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| Поле | Співвідношення |
| Title | Stylistic Features of English Advertising Slogans |
| Names |
Зембицька, Марина Володимирівна
Мазур, Юлія Ярославівна Zembytska, Maryna Mazur, Yulia |
| Date Issued | 2018 (iso8601) |
| Abstract | The study focuses onthe basic linguistic features of advertising slogans,linguistic toolsthat are most frequently used at morphological, lexical and syntactic levels, and stylistic devices utilized in modern English-speaking commercial advertising. The current paper reveals research findings from the analysis of over 100 randomly selected advertising slogans, which are analyzed in terms of their structure and lexis. The study involvesa number of criteria set for an effective advertisement: attention value, listening ability/readability, memorability, and marketing power, as well as the requirements to be met: conciseness accompanied with intensive emotion; focus on the core commercial proposal; simple language that is easily memorized and easily translated. Particular attention is drawn to the persuasive power of advertising textsand their influence on the recipients, which is the result of relevantly chosen stylistic devices, figures of speech and tropes. Two basic approaches to the linguistic analysis of advertisement are speculated upon, i.e. sociolinguistic approach and psycholinguistic approach.Both examined approaches suggest that there is certain interdependence between the persuasive power of advertisement and the utilized linguistic tools. The study of the selected advertisements reveals the following groups of stylistic devices and figures of speech at different levels.In particular, at the phonological level: antisthecon, onomatopoeia, consonance, assonance, alliteration; lexical level: anthimeria, epistrophe, anaphora; semantic/pragmatic level: ellipsis, chiasmus, antithesis, hyperbole, simile, metaphor, rhetorical questions, semantic ambiguity, polysemy and puns.The stylistic devices used in advertising are classified into: stylistic devices involving repetition; stylistic toolscreating a metaphorical situation that provokes a recipient’s reaction; complex stylistic resources involving both repetition and semantic variation. The study also attempts to reveal particular aspects of advertising discourse perception and interpretation. |
| Genre | Стаття |
| Topic | advertisement |
| Identifier | Zembytska M. Stylistic Features of English Advertising Slogans / M. Zembytska, Y. Mazur // Львівський філологічний часопис : наук. журн. / Львів. держ. ун-т безпеки життєдільності. – Львів, 2018. – № 4. – С. 82–91. |