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
- Introduction
- Part 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
- Part 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
- Conclusion
- References
Objectives and Key Themes
This term paper aims to explore the characteristics and functions of lexical-grammatical means, specifically evaluative adjectives, in expressing evaluation within English-language advertising. It investigates how these linguistic tools contribute to the persuasive power of advertisements and analyzes their usage across different advertising types.
- The role of evaluation in advertising texts and its impact on consumer behavior.
- The classification and analysis of evaluative adjectives used in advertising.
- The utilization of linguistic devices, such as neologisms and wordplay, to enhance evaluative impact.
- The relationship between advertising strategies and the expression of evaluation.
- The significance of understanding evaluative language for accurate translation and cross-cultural communication.
Chapter Summaries
Part 1. The Category of Evaluation and Advertising Texts: This part establishes the theoretical foundation of the study. It examines the linguistic category of evaluation, its importance in conveying value judgments, and the different types of evaluation present in language. Furthermore, it defines advertising as a form of mass communication, outlining its various types, features, and objectives. The section connects the inherent subjectivity of evaluation with the persuasive aims of advertising, highlighting how advertisers strategically employ evaluative language to influence consumer perception and behavior. The discussion lays the groundwork for analyzing the specific linguistic mechanisms used to express evaluation in advertising texts.
Part 2. Linguistic means of expressing evaluation in advertising texts: This section delves into the specific linguistic tools used to create evaluative impact in advertising. It focuses on adjectives, analyzing their types and functions in conveying positive, negative, or neutral assessments of products. The use of neologisms and wordplay to create memorable and persuasive advertising is examined, with examples illustrating their impact on the reader. The chapter explores how advertisers employ aesthetic and grammatical forms of adjectives to craft effective messaging. The analysis explores how these linguistic choices contribute to the overall persuasive strategy and influence the effectiveness of the advertisement.
Keywords
Evaluative adjectives, advertising language, persuasion, consumer behavior, linguistic analysis, neologisms, wordplay, mass communication, English language advertising, translation, cross-cultural communication.
Frequently Asked Questions: A Comprehensive Language Preview of Evaluative Adjectives in English-Language Advertising
What is the main topic of this academic paper?
This term paper explores the use of lexical-grammatical means, particularly evaluative adjectives, in English-language advertising. It investigates how these linguistic tools contribute to the persuasive power of advertisements and analyzes their usage across different advertising types.
What are the key objectives of the study?
The study aims to analyze the role of evaluation in advertising texts and its impact on consumer behavior; classify and analyze evaluative adjectives used in advertising; examine the utilization of linguistic devices like neologisms and wordplay to enhance evaluative impact; explore the relationship between advertising strategies and the expression of evaluation; and highlight the significance of understanding evaluative language for accurate translation and cross-cultural communication.
What are the main parts of the paper?
The paper is divided into two main parts. Part 1 establishes the theoretical foundation by examining the linguistic category of evaluation and its importance in advertising. It defines advertising and its various types. Part 2 delves into the specific linguistic tools used to create evaluative impact in advertising, focusing on adjectives, neologisms, and wordplay.
What types of linguistic features are analyzed in the study?
The study primarily focuses on evaluative adjectives, analyzing their types and functions in conveying positive, negative, or neutral assessments. It also examines the use of neologisms (newly coined words) and wordplay to enhance the persuasive effect of advertisements.
What is the significance of understanding evaluative language in advertising?
Understanding evaluative language in advertising is crucial for several reasons: it helps in analyzing the persuasive strategies employed, understanding consumer behavior, improving the effectiveness of advertising campaigns, and ensuring accurate translation and cross-cultural communication.
What are the key themes explored in the paper?
Key themes include the role of evaluation in persuasion, the classification and analysis of evaluative adjectives, the use of linguistic devices for enhancing evaluative impact, the relationship between advertising strategies and evaluation, and the importance of understanding evaluative language for translation and cross-cultural communication.
What is included in the table of contents?
The table of contents includes an introduction, a section on the category of evaluation and advertising texts (covering evaluation as a means of expressing value, types of evaluation, advertising as mass communication, and advertising types and features), a section on linguistic means of expressing evaluation in advertising texts (covering evaluative adjectives, their types, aesthetic types, forms used, neologisms, and wordplay), a conclusion, and references.
What keywords are associated with this paper?
Keywords include: Evaluative adjectives, advertising language, persuasion, consumer behavior, linguistic analysis, neologisms, wordplay, mass communication, English language advertising, translation, cross-cultural communication.
What is the overall goal of this academic work?
The overall goal is to provide a comprehensive linguistic analysis of how evaluative language, specifically adjectives, contributes to the persuasive power of English-language advertising, offering insights into advertising techniques and their impact on consumers.
- Citation du texte
- Anonym (Auteur), 2018, Adjectives of evaluation in English ad texts, Munich, GRIN Verlag, https://www.grin.com/document/538785
