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important for global advertisers to do it well. In today`s competitive world, most new products
quickly fail. Knowing how to advertise in the global market can help companies win the
competition for success.
However, the number of works devoted to the analysis of advertising language, is rather
significant, though we witness advertising English is developing very fast. The reason is that
advertising is very popular nowadays and a lot of people want to know about advertising language.
An advertising practitioner might simply want to find clues to more successful advertising; a
sociologist might be interested in its effect on the behavior and values of society; a psychologist
might be interested in its effect on individual motivations. And there are many other possible
approaches. It is very interesting to investigate lingual-stylistic peculiarities of advertising language
in order to understand why advertising has so much influence on people. That's why we have
chosen advertising language as the object of this study.
Thus, the aim of this graduation paper is to single out the basic lingual-stylistic peculiarities of
advertising language, its specific character and to analyze such phenomenon as ―pun‖ in advertising
English. We all recognize the type of advertisement text that occurs in news-papers and magazines,
where a product is being presented as desirable for us to buy; we also know the TV version of this,
placed between the programs on certain channels. It is undoubtedly true that advertisements are
texts that do their best to get our attention, to make us turn towards them. Ad-phenomenon is
extremely multifaceted and multidimensional. Therefore not surprising that there is a considerable
variety of interpretations of the concepts and definitions of the term. Advertising occupies a border
position between the various professional fields and attracts the attention of representatives of
various professions. Allocation of certain activities in the advertising field shows a certain level of
its development. In Russia this process is at an early stage; however we can already say with
certainty about the ever-increasing pace of transformation of advertising in the professional realm.
The analysis of advertising texts seems appropriate to rely on the definition proposed by American
Marketing Association, drawing attention to the fact that the method of presenting information
depends on its nature and characteristics of the target audience: Advertising is distributed in some
form of impersonal nature of the information on products, services or ideas and initiatives designed
for groups of individuals (target audience) and pay a sponsor. In American book «Advertising:
principles and practice» by the following function, which carries advertising, communicative,
economic, social. The essence of the definition of advertising is that advertising plays a significant
role not only in business but in society.
Advertising and the modern world.The modern world depends on advertising. Without it,
producers and distributors would be unable to sell, buyers would not know about products or
services, and the modern industrial world would collapse. If factory output is to be maintained
profitably, advertising must and continuous. Mass production requires mass consumption which in
turn requires advertising to the mass market through the mass media.
Advertising is not easily defined, though many people have tried. Narrowly, it means a paid
form of non-personal communication that is transmitted through mass media such as television,
radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and also the
Internet, which aims to persuade, inform, or sell. It flourishes mainly in free-market, profit-oriented
countries. It is one of the most important factors in accelerating the distribution of products and
helping to raise the standard of living. Advertising cannot turn a poor product or service into a good
one. But what it can do - and does - is to create awareness about old and new products and services.
So three main objectives of advertising are: to product knowledge about the product or service; to
create preference for it; and to stimulate thought and action about it. But the word is also used to
cover a much broader range of activities – from design to public relations. Advertising belongs to
the modern industrial world. In the past when a shopkeeper had only to show and tell about his
goods to passers-by, advertising as we know it today hardly existed. Early forms of advertising
were signs such as the inn sign or the apothecary`s jar of colored liquid, some of which have
survived until today. Advertising all over the world.In the world of advertising, selling products is
the most important goal. As companies are becoming more global, they are looking for new ways to
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sell their products all over the world. It is true that because of global communication, the world is
becoming smaller today.
But it is also true that the problems of global advertising - problems of language and culture -
have become larger than ever. For example, Braniff Airlines wanted to advertise its fine leather
seats. But when its advertisement was translated from English to Spanish, it told people that they
could fly naked! Another example of wrong translation is when Chevrolet tried to market the Chevy
Nova in Latin America. In English, the word nova refers to a star. But in Spanish, it means «doesn`t
go». Would you buy a car with this name?
Finally, there is the question of what to advertise. People around the world have different
customs as well as different likes and dislikes. So the best advertisement in the world means
nothing if the product is not right for the market. Even though some markets around the world are
quite similar, companies such as McDonald`s have found that it is very important to sell different
products in different parts of the world. So when you go to a McDonald`s in Hawaii, you`ll find
Chinese noodles on the menu. If you stop a hamburger in Germany, you can order a beer with your
meal. In Malaysia, you can try a milk shake that is flavored with a fruit that most people in other
countries have never tasted.
The peculiarities of advertising were almost completely overlooked by dividing studies for
many years.The advertisement is an audio or visual form of marketing communication that employs
an openly sponsored, nonperson message to promoter sells a product, service or idea. Sponsors of
advertising are often businesses who wish to promote their products or services. Advertising is
differentiated from public relations in that an advertiser usually pays for and has control over the
message.
Аннотация
Бұл мақала ағылшын тіліндегі жарнама мәтіндерінің ерекшеліктерін, жарнаманың дискурстық
сипатын танытып, жарнамаға тән негізгі ұғымдарды талдайды. Жарнаманың соңғы бірнеше
онжылдық кӛлемінде дамыған нарықтық экономикасы мен мәдениетінің бұқаралылығымен
ерекшеленетін қазіргі қоғамның ажыратылмас бір бӛлігіне айналғандығы жайлы, бүгінде
жарнаманың жаңа түрлері мен жаңа қалыптарының пайда болуын және жарнама мәтіндерінің
ерекшеліктерін сипаттау.
Аннотация
В данной статье рассмотрены основные стратегии и приемы исследования англоязычных
рекламных текстов. За исключением нескольких трансформаций, используемых в каждом рекламном
тексте, приоритет остается за прямым переводом с сохранением приемов экспрессивности. Это
обеспечивает передачу коммуникативного задания оригинального рекламного текста. В статье
выяснены особенности рекламных текстов в Английском языке.
Annotation
This paper presents the peculiarities of advertising texts in the English language. The wide use of
advertising has created a special style of English – advertising English. Whose unique characteristics, simple
language, also important attraction makes it different from other kinds of language. The review of
advertising texts is so important nowadays and the number of works devoted to the analysis of advertising
language, is rather significant, though we witness advertising English is developing very fast. The reason is
that advertising is very popular nowadays and a lot of people want to know about advertising language.
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