engleski

The Language of Advertising

One can agree or not that advertising is among the greatest modern art forms, but it has become a big part of our global culture. There is an impact between ads, shared references and daily life. Advertising catch phrases turn up in mass communication and everyday conversation. Hoardings and billboards are an integral part of the urban landscape, but the other media are not to be ignored. Internet advertising is on the increase, constantly. Pop-up advertisements are a source of irritation for many people, while others find them a useful source of information. Our research is based on finding out authentic English adverts, focusing not only on their entertainment value, but also on the ability of persuasion. We tried to analyze the adverts in terms of techniques used, especially language techniques with the meanings of ideas and symbols. Slogans use a variety of language devices, like: alliteration, metaphor, repetition, rhyme, word play, emphatic language, comparisons and personal pronouns. Considering words, adjectives and verbs are generally used more frequently than nouns. Nouns can be replaced with other words. Short slogans are more effective for grabbing attention, and may be more memorable. Longer slogans may be effective if there is a lot of information to be conveyed. They can arouse people’s curiosity, imagine, reveal, symbolize or stand for something, give the touch, remind, convey a message or an idea to somebody. Numerous expressions are used for inviting people to express their ideas, for proposing, accepting or rejecting the ideas. Grammatical features refer to a specific way of presenting information, using present simple for past events, infinitive for future - plans/predictions, past participle instead of passives, omission of articles, and auxiliary verbs, unusual use of prepositions and limited use of punctuation. Phrases are followed by a gerund or the infinitive without ‘to’ in many expressions. The contribution of the research is to help people in making, using and understanding English adverts, finding out their hidden meaning of ideas and symbols. Furthermore, they will be able to plan and launch an advertising campaign within the EU teamwork.

advertising ; slogans ; language techniques ; grammatical features ; hidden meaning

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