Nowadays, society constantly changes and it affects absolutely all spheres of human activity. Advertising, as an integral attribute of any entrepreneurial activity, also varies according to the development of society. The effectiveness of an advertising campaign depends on the linguistic design of the ad text.
Advertising as a means of influencing a person's choice is aimed at creating relationships between a company and a potential buyer in order to induce the latter to acquire the advertised product. The interest of scholars in advertising text as one of the types of texts of mass influence, aimed at achieving communicative-pragmatic and expressive-suggestive goals and based on the use of expressive capabilities of language resources of all levels, is at the center of scientific studies.
The problem of evaluation was of interest to philosophers of different times, from ancient Greek thinkers (Anaxagoras, Socrates, Democritus). Today, evaluative values are actively studied in linguistics. The category of evaluation is considered at all levels of the language, linking it with modality, emotionality and expressiveness.
The urgency of this work is stipulated by the fact that insufficiently highlighted the following aspects of the problem under study as means of creation and expression of evaluation in English-language advertising and the specifics of their operation in different types of advertising text.
Table of Contents
1. The category of evaluation and advertising texts
1.1. Evaluation as the most important mean of expressing value
1.2. Types of evaluation
1.3. Advertising as one of the forms of mass communication
1.4. Advertising types and features
2. Linguistic means of expressing evaluation in advertising texts
2.1. Adjectives of evaluation as expressive means of persuasion
2.2 Types of evaluative adjectives
2.3. Aesthetic type of evaluative adjectives
2.4. Forms of adjectives used in ad texts
2.5. The use of neologisms in ad texts
2.6. Play of words in advertising texts
Research Objectives and Themes
The primary aim of this course paper is to examine the role and functioning of adjectives as lexical-grammatical means for expressing evaluation within English-language advertising texts, thereby identifying how they influence consumer behavior.
- The linguistic category of evaluation in advertising
- Classification and semantic features of evaluative adjectives
- Strategies of persuasion through advertising language
- The role of neologisms and wordplay in promotional texts
- The correlation between linguistic design and advertising effectiveness
Excerpt from the Book
2.3. Aesthetic type of evaluative adjectives
As a result of this study, we have found out that most often aesthetic type of adjectives is presented by advertising texts of cosmetics and food.
Most often evaluative adjectives are connected with `beauty`.
-`Beautiful Eyelashes and Eyebrows make Beautiful Eyes-Beautiful Eyes Make a Beautiful Face.`-Maybelline
-`More Than A Pretty Face.` –Avon
-`Luxurious cream formula wth 2 ways to apply lets you control your coverage.`-Maybell ine
-`Be fierce.Be fabulous.`-NYX ( see image 2)
-`A gorgerous set of 6 Scandinavian vases.`- Green Dream
As we can see,different words are used to denote the meaning of `beauty`. But, there is a difference in meanings of these adjectives.Pretty is almost neutral,beautiful is stronger but not as strong ,for example, luxurious or fabulous.
Summary of Chapters
1. The category of evaluation and advertising texts: This chapter introduces the linguistic concept of evaluation, defines its universal nature in language, and establishes the foundational role of advertising within modern mass communication.
2. Linguistic means of expressing evaluation in advertising texts: This chapter provides a detailed analysis of how evaluative adjectives, neologisms, and wordplay function as tools for persuasion, analyzing various specific examples from contemporary British and American advertisements.
Keywords
Advertising, Evaluation, Evaluative Adjectives, Persuasion, Linguistic Means, Mass Communication, Slogan, Consumer Behavior, Neologisms, Wordplay, Aesthetic Evaluation, Pragmatic Evaluation, Moral Evaluation, Marketing, Textual Analysis
Frequently Asked Questions
What is the primary focus of this research paper?
The work primarily explores the linguistic category of evaluation, specifically focusing on how adjectives are used in English-language advertising to influence the choices and perceptions of potential consumers.
Which thematic areas does the study cover?
The study covers the classification of evaluation, the structural characteristics of advertising texts, the various types of evaluative adjectives (moral, pragmatic, aesthetic), and the use of linguistic creativity like neologisms and wordplay.
What is the central research aim?
The aim is to understand the characteristics and functioning of lexical-grammatical means of expressing evaluation in order to explain how language design contributes to the effectiveness of an advertising campaign.
What research methodology is applied?
The author employs descriptive and comparative research methods to analyze a corpus of commercial advertising texts gathered from popular British and American magazines.
What topics are discussed in the main body?
The main body examines the categorization of evaluative adjectives, discusses specific advertising types (informative, persuasive, reminder), and analyzes stylistic devices such as hyperbole, repetition, and contrast used to enhance expressiveness.
Which keywords best characterize this work?
Key terms include Advertising, Evaluation, Evaluative Adjectives, Persuasion, Linguistic Means, and Marketing communication.
How does the author define aesthetic evaluation in ads?
Aesthetic evaluation is based on criteria such as "beautiful/ugly" or "tasty/tasteless" and is frequently used in advertisements for cosmetics and food products to create an attractive image of the offering.
What role do neologisms play in advertising?
Neologisms are used to create original, memorable language that captures the audience's attention, helping the brand differentiate itself from competitors and leave a lasting impression in the consumer's memory.
What is the significance of the "scale of strength" for adjectives?
The scale helps differentiate the intensity of evaluative adjectives (e.g., from 'pretty' to 'perfect'), allowing marketers to select specific words that best match the desired strength of their persuasive message.
- Arbeit zitieren
- Anonym (Autor:in), 2018, Adjectives of evaluation in English ad texts, München, GRIN Verlag, https://www.grin.com/document/538785
