FIGURATIVE LANGUAGE MEANS TO CREATE ADVERTISING SLOGANS

Liudmyla BAKHMAT, Nataliia TONKONOH

Abstract


Purpose. The paper deals with analyzing the features of authentic English advertising slogans from the linguistic point of view. The study considers the means of figurative creation of the advertising text component – the slogan, the verbal equivalent of the logo, which reflects the main concept and strategy of the company. It is considered a variant of the text, which is a pre-planned expressive speech activity, carefully thought out in terms of
choice of linguistic means, speech strategies and tactics, designed for emotional impact on the addressee.
Methodology. The general scientific, comparative, and interpretational methods were used in the article.
Theoretical basis. The work presents the definitions of the advertising text, slogan, and analyzed figurative language means (metaphor, hyperbole, alliteration, rhyme and others). It also offers the overview of linguistic studies of Ukrainian researchers interested in stylistic features of making
eye-catching slogans such as V. Samarina (2010),
O. Selivanova (2010), L. Verba (2003), and others.
Originality. The article is rich in examples of authentic English slogans highlighting the use of figurative language means.
Conclusions. The authors make an attempt to prove that the artistic composition of the slogan is very simple, but incredibly concise, as the slogan itself contains a generalized, content-rich statement leading concept of the company. Studying a wide variety of figurative language means of authentic English slogans, it is pointed out that the absolute
majority is rich in metaphors, which add figurative expressiveness and emotionality. Hyperbolisation is another widely used stylistic feature to mirror fantastic invention, irreality, and showing tendencies to generalize, a high degree of conventionality. The authors provide examples of oxymoron, stylistic repetition, rhyming, phraseological units, etc, and
argue that the mentioned features and expressive means are indispensable signs of advertising slogans.

Keywords


advertising text; advertisement; slogan; features; expressive means; metaphor.

References


Prokhorov, I. (2006). Reality. Text. Discourse. Moscow: Flinta; Nauka. 222 p.

Samarina, V. (2010). German advertising discourse: pragmatic, cognitive and linguistic-stylistic aspects. (Ph.D Dissertation in Philology). Thesis. Kharkiv. 19 p.

Ivanova, І. (2015). Discourse, text, style: linguistic researches of advertisements. Scientific notes of Berdyansk State Pedagogical University. Series: Philological Sciences. 5. 33–40.

SlogansMotto. Retrieved from http://www.slogansmotto.com/farewell_slogans/

Malyshenko, A. (2010). Gender features of English advertising discourse of printed media (Ph.D Dissertation in Philology). Thesis. Kharkiv. 21 p.

Selivanova, О. (2006). Modern linguistics: definition encyclopedia. Poltava : Dovkilya-K. 716 p.

Verba, L. (2008). Comparative lexicology of English and Ukrainian languages. Vinnytsa. 248 p.

Goddard, A. (2002). The Language of Advertising. London: Routledge. 144 p.

Think Slogans. Retrieved from http://www.thinkslogans.com/slogans/

Kovalenko, E.S. (2009). Advertising Discourse: Linguistic Aspects of Study. Linguistic Studies: a collection of scientific works. In A. Zagnitko (Scientific Ed.). Donetsk: DonNU. 19, 314–319.

Dobrovolska, D. (2017). Language peculiarities of English advertising slogans and their equivalents in Russian and Ukrainian (Ph.D Dissertation in Philology). Thesis. Retrieved from http://www.pdpu. edu.ua/doc/vr/2017/dobrovolska/aref.pdf


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