Automobiles advertising in Modern English

Содержание:INTRODUCTION 3 1. ADVERTISING AS AN OBJECT OF LINGUISTIC RESEARCH 5 1.1. The notions of text and discourse in linguistics 5 1.2. Advertising discourse and its correlation with the advertising text 10 1.3. Language features of advertising discourse 16 1.4. Communicative strategies in advertising discourse 18 1.5. Automobiles advertising as a type of advertising discourse 22 Conclusions 24 2 LINGUO-PRAGMATIC RESEARCH OF AUTOMOBILES 26ADVERTISING DISCOURSE 26 2.1. Verbal means in automobiles advertising discourse 26 2.1.1. Phonetic means in automobiles advertising 26 2.1.2. Lexical means in automobiles advertising 28 2.1.3. Grammatical means in automobiles advertising 32 2.1.4. Syntactic means in automobiles advertising 37 2.2. Nonverbal means in automobiles advertising 40 2.3. Stylistic means of persuasion in automobiles advertising discourse 47 Conclusions 54 GENERAL CONCLUSION 56 REFERENCES 59 SUMMARY 69  

Вступление:The present stage of the development of linguistic science demonstrates the growing interest in the issues connected with the usage of language as one of the core elements of communication in advertising, which is an essential component of marketing communication. Advertising discourse belongs to the category of mass influence discourses, it serves as a medium of information, a means of purposeful creation of emotional “background” with the involvement of appropriate communication means (verbal, non-verbal, symbolic, visual, sound, etc.) with the use of different media channels. The relevance of the research topic is due to the growing role of advertising discourse in the modern English-speaking linguistic and cultural community and the need for a comprehensive analysis of the verbal, non-verbal characteristics of modern English-language advertising discourse, the means of speech influence on the addressee as well as the main concepts representing automobile advertising discourse. The aim of the study is to determine and study verbal, non-verbal means and concepts creating modern English-language automobile advertising as well as strategies and tactics of linguistic persuasion used in automobile advertising. To achieve the aim the following objectives should be completed: 1) to define advertising discourse in modern linguistics and its relation to the notion of advertising text; 2) to analyse linguo-stylistic features of advertising discourse; 3) to study the automobiles advertising as a type of advertising discourse; 4) to identify the basic grammatical, lexical and syntactic means and determine their role in the creation of English-language advertising discourse; 5) to examine the basic non-verbal means of creating automobile advertising; 6) to study strategies and tactics of linguistic persuasion in automobiles advertising discourse used to influence the recipient. The object of the research is English-language automobile advertising discourse. The subject of the research is phonetic, lexical, grammatical syntactic, pragmatic, and non-verbal features of the texts of modern automobile advertising. The language data includes: 41 video clips advertising automobiles for the period of last three years have been selected as the research material. The following scientific methods were used in the process of the research: the method of continuous sampling; the method of linguistic stylistic text analysis; the method of analogy and classification; a descriptive method using observation, generalization, and interpretation techniques. The practical significance of our work lies in the fact that the results obtained during the research can be used while conducting lectures and practical classes in English, linguocultural studies, stylistics, pragmatics and the theory of speech communication. The thesis consists of the introduction, two chapters, conclusions, and the list of references. The introduction substantiates the choice of the topic of the research and its relevance, defines the object and the subject, points to the aim and objectives, characterizes the material and structure of the thesis. The first chapter examines the notion of “advertising” in modern linguistics, analyzes its relation to the notion of advertising text, describes the main linguo-stylistic features of advertising discourse, linguistic methods of persuasion in advertising as well as automobiles advertising as a type of advertising discourse. The second chapter is a practical part of the thesis in which linguistic and stylistic analysis of automobile advertising discourse has been conducted, the lexical, grammatical, syntactic, pragmatic, non-verbal and conceptual features of automobile advertising discourse have been investigated. The conclusions summarize the main results obtained during the research.  

Выводы:Owing to the brightness and expressiveness of the language, advertising has become an integral part of modern life, influencing potential consumers, it shapes their views, beliefs and models their behavior. Advertising is understood as a set of devices aimed at achieving material (purchase) or ideal (change in views) effects in order to form and satisfy the economic, informational and socio-political demands of a certain part of society through various means of social communication. It is a specific act of rhetoric-persuasive communication, cognitive-communicative process of the sender's influence on the recipient in order to induce him/her to decide on the need to take some action in the interests of the sender. Advertisement messages have their own specificity in the genre, in addition, the variety of linguistic and speech means are used depending on the communicative and pragmatic goals of the advertising messages. In our research we understand advertising discourse as a communicative and pragmatic model of speech behavior of advertisement participants which is realized through advertising messages in a combination of lingual and paralingual elements. An advertising text and advertising discourse are related to each other as a part and a whole since advertising text components may include only narrow extralinguistic factors (factors of communicative situations), whereas broad extralinguistic factors (factors of cultural and ideological environment in which communication takes place) are included into the structure of advertising discourse. Persuasion in advertising discourse can be accomplished through the use of expressive vocabulary and stylistic devices, since language has a sufficient set of verbal and non-verbal means to effectively exercise psycholinguistic influence. Advertising automobile discourse is understood in this research as a whole, integral formation containing diverse (verbal and non-verbal) information about the automobile, aimed at informing about it and its advantages to potential buyers and influencing them in order to compel them to buy the automobile. It has a characteristic set of specific features, among which the most important are the expressiveness and accuracy of the information transfer. In the course of the study it has been found that the use of tense-aspect forms, degrees of comparison of adjectives and modal verbs corresponds to the accepted grammatical norms of modern English. The grammatical forms in the advertising discourse actualize the information relevant to advertising. The category of tense is the leading category in the system of tense-aspect forms. Tense forms of the verb also express the conditional time at which the point of reference does not coincide with the real moment of speech. In advertising discourse, tense-aspect verb forms are used to represent different situations and images. Attributive phrases play an important role in promotional messages. One of the most important components of the advertising discourse is the description of the advertised product or service through attributive collocations which include adverbs and adjectives. In English-language automobile advertising, the personal pronoun “you” and the possessive pronoun “your” create the illusion of appealing individually to each reader or listener, which promotes the establishment of relationships of affinity and trust between the advertiser and potential clients. The nature of automobile advertising discourse and their content determine the use of thematic word groups in the text of an advertising message. Thus, thematically, lexemes in the texts of automobile advertising discourse are represented by nouns, adjectives, adverbs, and verbs, which are the keywords of the advertising discourse and denote vehicles and their parts, object parameters and spatial relations, completeness, accuracy, quality, colour, light, nature, origin, time, action on the object, evaluation, movement, attitude, influence, change of state, emotional-psychological influence, physical actions, speech activity, mental processes and cognition, perception, etc. Syntactic means most effectively affect the audience and most precisely correspond to the pragmatic orientation of the advertising discourse, while expressing the semantic structures hidden in them: interrogative sentences help to attract the reader's attention to certain information, highlight the most important components of the advertising message and enhance its expressiveness; nominal sentences attract the attention to the advertised product, while highlighting the keyword, that is, the crucial characteristic of the advertised object. The analysis of the content of automobile advertising discourse has revealed the diversity of persuasive linguistic means used in modern automobile advertising to influence the receptor. In the course of this study, the most effective and commonly used imagery devices in the advertising discourse in the English language have been considered. These means include metaphor, epithet, parallelism, personification. Other less frequency stylistic figures attested in the analyzed discourse include: repetition, aposiopesis, enumeration, antithesis, alliteration. The effectiveness of the advertising message is also determined by the nature of the interaction of verbal and non-verbal components. Effectively distributed and coherent information between text and non-verbal elements is the key to creating an adequate advertising message in the field of automobile industry. Non-verbal means are divided into graphic and visual ones. The graphic means in automobile advertising prevailingly include the methods of using different fonts in character and size, replacement of letters with characters or numbers, etc. Visual aids include images, use of colour, and so-called “visual figures”. The findings of this study may serve as a basis for the further analysis of advertising discourse in various spheres of human activity.  

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