Peculiarities of Advertising Language and Its Stylistic Devices

The Peculiarities of Advertising Language

Moscow – 2010

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Summary

The peculiarities of advertising language are the subject of this graduation
paper. At the beginning, in the first chapter is given a general definition of
advertising language, its history. The second chapter is types of advertising
(consumer advertising, media of consumer advertising). In the third chapter we
consider slogans, logos, types with tone and some thoughts of colour. In the fourth
chapter we study advertising as a service. The fifth chapter includes new agencies
such as newspapers, periodicals, radio, television. And also methods of advertising
in the chapter of sixth (television, newspapers, brochures, direct mail, radio,
internet and so on). In the seventh chapter it is considered features of the using
linguistic devices in advertising texts with functional expressive features, stylistic
devices, syntactic and stylistic features. The eighth chapter introduces the role of
parentheses insertion as additional information. Very important advertising text in
sociolinguistic coverage and phonetic expressive means and stylistic devices in the
ninth chapter (Galperin`s stylistic devices, the definitions of stylistic devices with
examples). In the chapter of tenth we consider classification of language styles
(Belles-Letters Style, Pablicist Style, Newspaper Style, Scientific Prose Style).
And finally in the chapter eleventh it is analysed psychology and advertising.

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Introduction

This graduation paper is devoted to the investigation of peculiarities of
advertising language.
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 behaviour 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 linguo-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.
Linguo-stylistic peculiarities of advertising language are the subject of this
investigation. Theoretical and specialized works of Russian and foreign linguists
such as I.R. Galperin, E.V. Maksimenko, Angela Goddard, Alastair Crompton,
Geoffrey Leech, Guy Cook, Gillian Dyer, Keiko Tanaka and others served as a
methodological basis of the given work.
Thus, the aim of this graduation paper is to single out the basic linguo-
stylistic peculiarities of advertising language, its specific character and to analyze
such phenomenon as “pun” in advertising English.
This graduation paper consists of introduction, six chapters and conclusion.
In INTRODUCTION we describe the structure of our graduation paper,
ground the actuality of the chosen topic, set aims of this scientific research.
In CHAPTER I we give the general overlook of definition of advertising
language and its history.
CHAPTER II is devoted to the types of advertising (consumer advertising,

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media of consumer advertising).
In CHAPTER III we investigate slogans, logos, types with tone and some
thoughts of colour.
CHAPTER IV we study advertising as a service (social benefits and mass
media).
CHAPTER V includes new agencies such as newspapers, periodicals, radio,
television.
In CHAPTER VI we study the methods of advertising (television,
newspapers, brochures, direct mail, radio, internet and so on).
In CHAPTER VII it is considered features of the using linguistic devices in
advertising texts with functional expressive features, stylistic devices, syntactic
and stylistic features.
In CHAPTER VIII introduces the role of parentheses insertion as additional
information.
In CHAPTER IX it is very important the advertising text in sociolinguistic
coverage and phonetic expressive means and stylistic devices (Galperin`s stylistic
devices, the definitions of stylistic devices with examples).
In CHAPTER X we consider classification of language styles (Belles-Letters
Style, Pablicist Style, Newspaper Style, Scientific Prose Style).
In CHAPTER XI it is analysed psychology and advertising.
In CONCLUSION we analyze the results of the investigation which show
that advertising language is a special style of the English language with its lingou-
stylistic peculiarities.

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1. What is an advertising, its definition?

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 advertisement 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 (occupation).
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»(3) 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.

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1.1 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 an awareness
about old and new products and services. So three main objectives of advertising
are: (1) to product knowledge about the product or service; (2) to create preference
for it; and (3) 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.
Evidence of advertising can be found in cultures that existed thousand of
years ago, but advertising only became a major industry in the 20-th century.
Today the industry employs hundreds of thousand of people and influence the

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behavior and buying habits of billions of people. Advertising spending worldwide
now exceeds $350 billion per year. In the United States alone about 6000
advertising agencies help create and place advertisements in a variety of media,
including newspapers, television, direct mail, radio, magazines, the Internet, and
outdoor signs. Advertising is so commonplace in the United States that an average
person may encounter from 500 to 1000 advertisements in a single day, according
to some estimates. Advertising permeates everyone`s daily life.
Most advertising is designed to promote the sale of a particular product or
service. Some advertisements, however, are intended to promote an idea or
influence behavior, such as encouraging people not to use illegal drugs or smoke
cigarettes.
Advertising has become increasingly international. More than ever before,
corporations are looking beyond their own country`s borders for new customers.
Faster modes of shipping, the growth of multinational corporations, rising personal
income levels worldwide, and falling trade barriers have all encouraged commerce
between countries. Because corporations are opening new markets and selling their
products in many regions of the globe, they are also advertising their products in
those regions.

1.2 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 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

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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?
To avoid these problems of translation, most advertising firms are now
beginning to write completely new ads. In writing new ads, global advertisers must
consider different styles of communication in different countries. In some cultures,
the meaning of an advertisement is usually found in the exact words that are used
to describe the product and to explain why it is better than the competition. This is
true in such countries as the United States, and Germany. But in other cultures,
such as Japan, the message depends more on situations and feelings than it does on
words. For this reason, the goal of many TV commercials in Japan will be to show
how good people feel in party or some other social situation. The commercial will
not say that a product is better than others. Instead, its goal will be to create a
positive mood or feeling about the product.
Global advertisers must also consider differences in laws and customs. For
instance, certain countries will not allow TV commercials on Sunday, and others
will not allow TV commercials for children`s products on any day of the week. In
some parts of the world, it is forbidden to show dogs on television or certain types
of clothing, such as jeans. The global advertiser who does not understand such
laws and customs will soon have problems.
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 products must be sold with the right kind of message. It has never been
an easy job for global advertisers to create this message. But no matter how

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difficult this job may be, it is very 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.
In 2000 the United States was the leading advertising market in the world
with total advertising spending of $147.1 billion. Japan ranked with $39.7 billion,
followed by Germany with $20.7 billion, the United Kingdom with $16.5 billion,
and France with $10.7 billion. This article deals primarily with advertising
practices in Canada and United States.

1.3 History

Archaeologists have found evidence of advertising dating back to the 3000s
BC, among the Babylonians. One of the first known methods of advertising was
the outdoor display, usually an eye-catching sign painted on the wall of a building.
Archaeologists have uncovered many such signs, notably in the ruins of ancient
Rome and Pompeii. An advertisement excavated in Rome offers property for rent,
and one found painted on a wall in Pompeii calls the attention of travels to a tavern
situated in another town.
In medieval times word-of-mouth praise of products gave rise to a simple
but effective form of advertising, the use of socalled town crier. The criers were
citizens who read public notices aloud and were also employed by merchants to
shout the praises of their wares. Later they become familiar figures on the streets of
colonial American settlement. The town criers were forerunners of the modern
announcer who delivers radio and television commercials.
Although graphic forms of advertising appeared early in history, printed
made little headway until the invention of the movable-type printing press by
German printer Johannes Gutenberg about 1450. This invention made the mass
distribution of posters and circulars possible. The first advertisement in English
appeared in 1472 in the form of a handbill announcing a prayer book for sale. Two
hundred years later, the first newspaper advertisement published offering a reward

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for the return of 12 stolen horses. In the American colonies, the Boston News-
Letter, the regularly published newspaper in America, began carrying
advertisements in 1704, and about 25 years Benjamin Franklin made
advertisements more readable by using large headlines.
In the United States, the advertising profession began in Philadelphia,
Pennsylvania, in 1841 when Volney B. Palmer set up a shop as an advertising
agent, the forerunner of the advertising agency. Agents contracted with newspapers
for large amounts of advertising space at discount rates and resold the space to
advertisers at a higher rate. The advertisements themselves were created by the
advertisers. In 1869, Francis Ayer bought out Palmer and N. W. Ayer & Son, an
agency that still exists today. Ayer transformed the standard agent practice by
billing advertisers exactly what he paid to publishers plus an agreed upon
commission. Soon Ayer was not only selling space but was also conducting market
and writing the advertising copy.
Advertising agencies initially focused on print. But the introduction of radio
created a new opportunity and by the end of the 1920s, advertising had established
itself in radio to such an extent that advertisers were producing many of their own
programs. The early 1930s ushered in dozens of radio dramatic series that were
known as soap operas because they were sponsored by soap companies.
Television had been introduced in 1940, but because of the high cost of TV
sets the lack of programming, it was not immediately embraced. As the American
economy soared in the 1950s, so did the sale of TV sets the advertising that paid
for the popular new shows. Soon TV far surpassed radio as an advertising medium.
It is important to trace the inception of the Internet before we discuss its
implications on the future of advertising. This new media was essentially created
for purposes. The idea of the Internet was proposed by Dr. J. C. R. Licklider of
MIT, in 1962, who headed a Project called Defense Advanced Research Project
Agency (DARPA). Due to defense reasons, he saw great merit in «the global
network» of computers. He, however, could not completely developed his idea,
and thus it was continued by his successor Law Roberts. Dr Roberts in the late

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sixties finally managed to develop his plan for ARPANET by connecting a
computer in Massachusetts with a computer in California through a dial up
telephone line. This development demonstrated the feasibility of wide area
networking. Due to development, in 1969, four Universities UCLA, Stanford
Research Institute, UCSB, and the University of Utah connected their main
computers and shared data from one location and thus began the Internet.
Up until the 70s the Internet was popular merely in the government and the
academic circle, but in the mid 70s with the introduction of the new TCP/IP
protocol the Internet became a viable platform to communicate for the average
person.
As the Internet gained popularity with the average person, marketers began
to explore if this medium was lucrative to advertise on. They realized that this
medium gave them more than what the previous mediums could offer. The Internet
provide their consumers with interactivity – consumers could now interact with
their product and build their own experience with it. They believed that this form
of brand conditioning would enhance the consumer`s brand experience. However
since this medium was new, there was a lot of skepticism and marketers were very
wary at first to invest their marketing budgets. Their skepticism was soon put to
rest. There has been enough research conducted to show the merit of advertising on
the Internet.

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2. Types of advertising

Advertising can be divided into two broad categories – consumer advertising
and trade advertising. Consumer advertising is directed at the public. Trade
advertising is directed at wholesalers or distributors who resell to the public. This
article focuses on consumer advertising, the form of advertising that is familiar to
most people.

2.1 Consumer advertising

Different Kinds
There are two kinds of goods bought by the general public, consumer goods
and consumer durables, which together with consumer services are advertised
media addressed to appropriate social grades.
Consumer Goods
There are the numerous goods to be found in the shops, those which enjoy
sales like foods, drinks, confectionery and toiletries being called Fast Moving
Consumer Goods, (FMCGs)
Consumer Durables
Usually more expensive and less frequently bought, consumer durables are
of a more permanent nature than consumer goods and include clothes, furniture,
domestic appliances, entertainment goods like radio, television and video, and
mechanical equipment from lawn-mowers to motor-cars.
Consumer Services
They include services for security and well-being like banking, insurance,
investment, repairs and maintenance, and those more to do with pleasure such as
hotels, restaurants, travel and holidays.

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2.2 Media of Consumer Advertising

The media of consumer advertising are those with wide appeal. Even when
more specialist journals such as women`s magazines are used they still have large
circulations. In fact, the term «consumer press» is applied to the publications
which are displayed for sale in newsagents shops and news-stands.
Most of the trade, technical and professional journals have other forms of
distribution such as special orders placed with newsagents, postal subscription or
free postal controlled circulation. Controlled circulation are mailed (free of charge)
to selected readers plus those who have requested copies.
The primary media of consumer advertising are the press, radio, television.
Outdoor and to a limited extent cinema, supported by sales literature, exhibitions
and sales promotion. We should not forget sponsorship, especially the sponsorship
of many popular sports which in turn can be supported by arena advertising at the
sports venue.
Consumer advertising can be further divided into national advertising and
local advertising.
National advertising is aimed at consumer throughout the entire country.
National advertising usually attempts to create awareness among the public of a
product or service, or it tries to build loyalty to a product or service. Local
advertising is aimed at informing people in a particular area where they can
purchase a product or service. Advertising to the public may also take the form of
institutional advertising, image advertising, informational advertising, or
cooperative advertising.
Institutional advertising seeks to create a favorable impression of a business
or institution without trying to sell a specific product. This type of advertising is
designed solely to build prestige and public respect. For nonprofit institutions, such
advertising helps support the institution`s activities – for example, by encouraging
blood donations or cash contributions for the work of an organization like the Red

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Cross. A for-profit business has other reasons for improving its reputation rather
than trying to sell a particular product. In some cases a large company may sell a
diversity of products. As a result, there is greater efficiency in building a brand
image for the company itself. If consumers learn to have a high regard for the
company, then they are more likely to have a favorable opinion of all of the
company`s diverse products.
Many advertisers prefer a strategy known as image advertising. These
advertisers seek to give a product a personality that is unique, appealing, and
appropriate so that the consumer will want to choose it over similar products that
might fulfill the same need. The personality is created partly by the product`s
design and packaging but, the words and pictures the advertisements associate with
the product. This personality is known as a brand image. Advertisers believe brand
image often leads consumers to select one brand over another or instead of a less
genetic product. Brand image is especially important for commodities such as
detergents, jeans, hamburgers, and soft drinks, because within these product
categories there are few, if any, major differences.
Informational advertising seeks to promote an idea or influence behavior.
Sometimes known as service advertising, it may try to discourage young people
from using illicit drugs or it may encourage people to adopt safer, healthier
lifestyles.
Cooperative advertising is an arrangement between manufacturers and
retailers in which manufacturers offer credits to their retail customers for
advertising. The credits, or advertising allowances, are based on the amount of
product the retailer purchases. For example, if the retailer purchases $100,000
worth of a product a manufacturer, the manufacturer`s cooperative advertising
program may allot a 1 percent credit, or $1,000, toward the cost of purchasing an
ad that will feature the product. In addition, some manufacturers will match the
amount that the retailer spends, sharing the cost of the ad. In the United States
antitrust laws enforced by the Federal Trade Commission (FTC) ensure that these
ad allowances are offered on equal and terms so that large retailers are not unduly

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favored over small retailers. Cooperative advertising is a form of local advertising
because it direct consumers to local retail outlets.

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3. Slogans, Logos, Types

A unique and memorable slogan that summarizes and highlights your firm`s
special capabilities can strengthen the impact of your message, increase your
firm`s name recognition and enhance your firm`s image. An effective slogan can
also act as a powerful closer or summary statement for your advertisement.
Likewise, a distinctive and attractive logo can help to increase your firm`s
name recognition and communicate something about the personality of your firm
and the nature of your corporate environment. Some firms like to portray a
traditional, highly formal image; others like to convey the idea that their firm`s
culture is rather informal and more casual.
Like your slogan and logo, the type and that is selected for your
advertisement should reflect your firm`s personality and image you want to project
to existing clients, potential clients, your employees, and the general public. In
most instances, you will want to utilize a simple layout that is direct and to the
point. A busy and layout can make people feel that your firm is poorly organized
and inefficient.
Remember: good copy should be clear. Good copy should be crisp. Good
copy should be concise. Clear, crisp, and concise. The three Cs of copywriting
suggest that the words in your advertising message do a good job of
communicating. Do not use big words when small words can make your meaning
clear. Use colorful, descriptive terms. Use the number of words necessary to make
your meaning clear and no more – but also no less! Recent research conducted at
Yale University found the following 12 words are the most personal and
persuasive words in our language. You Discovery Safety Money Proven Results
Love Guarantee Save New Easy Health. Notice the overused word free is not on
the list.
As excited as you may be about your product or service the largest ad with
the boldest type doesn`t necessarily receive the attention you might expect. In fact,

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sometimes the big and the bold just end up looking like the big, the bad and the
ugly.
For instance, in newspapers where advertisement are surrounded by small
type set in a column format, the most affective ads are those with an appropriate
use of white space and type. Prove it to yourself. Glance at your morning paper.
Where is your eye drawn? More than likely, you are drawn to those ads that strike
a balance between type, white space and graphics. (By the way, placement on the
paper will also affect the attention you receive. Your eyes are drawn first to the
upper 1/3 of the page and then downward).
REMEMBER THAT WHEN YOUR MESSAGE IS PRINTED IN ALL
CAPITAL LETTERS, IT IS FAR MORE DIFFICULT FOR READERS TO
FOLLOW AND REMAIN INTERESTED. EVEN IN HEADLINES ALL
CAPITAL LETTERS SHOULD BE AVOIDED.
So does this mean you never use big, bold type or graphics in your ads? Of
course not. Just keep in mind that a little goes a long way. Whatever you are
preparing – ads, press releases, data sheets and the like – remember that your main
purpose is to inform. Just don`t go overboard.

3.1 What`s your tone?

The tone of your advertisement should reflect the nature of your target
audience as well as your firm`s personality and orientation.
For example, if you are trying to attract physicians, your message should be
written the way doctors think and speak. If you are trying to attract clients in a
particular industry, use phrases, images, and language that are germane to the
businesses comprising that field. Try to let your advertisements speak from your
clients` perspective. After all, they are the people to whom you arte trying to
promote your services. In brief, you want potential clients to know that you speak
and understand their language.

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3.2 Some thoughts on colour

It`s quite well known that the color red inspires impulsive buying. Our eyes
are drawn to the color like ducks to water. Just walk into any supermarket and look
at the color most often used on products. It`s red. The next one is yellow. Both
colors tend to raise your blood pressure. They cause excitement, which goes to
prove one thing: color affects us.
The Science of Color. For a long time, color has been used by both
advertiser and merchandiser to encourage us (the consumer) to take (purchase the
product or service.) In fact, the use of color in advertising and merchandising has
become somewhat of a science to itself.
Sometimes color is selected for the sole purpose of drawing attention to the
product or advertisement. This is when red or yellow may be used. But you can
also attention by using a combination of colors. For instance, Stagg Chili uses a
black background with gold letters. Total creates eye-catching appeal with a blue
package and a red logo.
Color can also be used to relate to a particular product or service. Consider
the Green Giant product. Their packages are set in a white background with the
famous green logo. Healthy Choice is another example of using green. Both
products are trying to emulate or healthfulness. Green does the job. Root beer is
sold, using packages created in brown shades. A&W is a perfect example, which
uses brown and orange.
Designers & Color. Designers often select colors to bring life to an
otherwise dull advertisement. Sometimes those colors selected by a designer aren`t
always based on any real scientific choice. But when asked, the designer can
usually give you a reason why he or she selected one color over another.
What Colors Say. Of course, as with everything else these days, there have
been plenty of studies done on color. Here`s short review of some of the basics
used today in advertisements or product development and what they mean:

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Blue
Here is the all-time color favorite for most folks, especially men. It`s a cool
color that is extremely versatile inspiring us in so many different directions.
Yellow
Along with red, this color raises our blood pressure a bit and catches our
eyes specifically when used against black. Yellow embodies life, joy and offers a
high-visual impact. It adds brightness to our lives.
Red
This color is an attention grabber. It is considered the hottest color with the
highest impact for attention and action. It has a strong masculine appeal.
Green
This is the symbol of health. Green is often used with health food products,
vegetables and even mentholated tobacco products (to emphasize freshness).
Brown
Although considered a masculine color, it does have a strong appeal to
women as well. It symbolizes earth, wood, hearth, home, warmth, comfort.
Black
Black is the embodiment of sophistication, usually used for expensive
products. It is also a wonderful background color to accentuate other color, such as
yellow, red and orange.
Orange
This is the color of autumn – the edible color, and it evokes strong emotions
regarding holidays, home, good thing to eat.
So what should you do with color in your product or advertisement
development? While most of us in the small business industry cannot afford to
have color studies done for our products, services and/or customers, we can use
color to provide an accent to our visual presentations.
But whatever the you choose, keep it simple (not more than three colors per
item) and be consistent.
Remember to always stay with the same color palette. It helps your identity

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and is certainly more pleasing to the eye.
Effective advertisement design takes full advantage of buyers` 4 ad reading
habits
Attract the - SIZE
buyers when they - BRDER
scan - COLOR
Interest the - ILLUSTRATION
buyers when they - LOGOS
review - SLOGANS
- HEADLINES
Convince the - RELIABITY
buyers when they - AUTHORIZED SALES & SERVICE
read
- SPECIALIZATION
- COMPLETENESS OF SERVICE
Prompt the - INFORMATION
buyers when they - MAP
buy - INVITATION PHRASE

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4. Advertisement as a service

4.1 Social benefits

The impact of the whole advertising industry on a person is immense and
plays a very important role in our lives. Advertising absorbs vast sums of money
but it is useful to the community. What are the function of advertisement? The first
one to mention is to inform. A lot of the information people have about household
devices, cars, building materials, electronic equipment, cosmetics, detergents and
food is largely derived from the advertisements they read. Advertisements
introduce them to new products or remind them of the existing ones.
The second function is to sell. The products are shown from the best point of
view, and the potential buyer, on having entered the store, unconsciously chooses
the advertised products. One buys this washing powder or this chewing gum,
because the colorful TV commercial convince him of the best qualities of the
product. Even cigarettes or sweets or alcohol are associated with the good values
of human life such as joy, freedom, love and happiness, and just those associations
make a person choose the advertised products.
The aim of a good advertisement is to create a consumer demand to buy the
advertised product or service. Children are good example as they usually want the
particular kind of chocolate or toy or chewing-gum. Being naïve they cannot
evaluate objectively what is truthful and what is exaggerated and select the really
good products unless they buy the goods and check for themselves.
Thirdly, since the majority of advertisements are printed in our press we pay
less for newspapers and magazines, also TV in most countries is cheap.
The public advertising seen on street billboard, railway stations and
buildings makes people`s life more joyful. Moreover, all those small ads in the
press concerning «employment», «education» and «For sale and wanted» columns,
help ordinary people to find a better job or a better employee, to sell or to buy their

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second-hand things and find services, or learn about educational facilities, social
events such as, concerts, theatre plays, football matches, and to announce births,
marriages and deaths. Thus despite our dissatisfaction when being bombarded by
all the advertisers` information, we must admit that they do perform a useful
service to society, and advertisements are an essential part of our everyday life.

4.2 Mass Media

To reach the consumer, advertisers employ a wide variety of media.
Mass media is a comprehensive term embracing television, radio, motion
pictures, and large-circulation newspapers and magazines. Journalism is one of the
instruments of popular communications.
There are five major fields of journalism: newspapers, news services,
periodicals, radio, and television perform information only briefly, but quickly.
Newspapers include full reports on different topics. News agencies provide them
with the latest information.

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5. News Agencies

News agencies are local, international, or technical organizations that gather
and distribute news, selling their services to newspapers, periodicals, and
broadcasters; reports are also available as part of some on-line computer services.
The majors news organizations in the U.S. are: the Associated Press (AP), the
United Press Association, called the United Press (UP), and the International News
Service (INS), United Press International (UPI). Two major European news
agencies are the Reuter Telegram Company of London; and Agence France-Presse.
Some countries have government-owned and controlled agencies. News agencies
transmit copy through the use of the telegraph, telephone, wires, underwater
cables, and communications satellites. Many offer their clients photographs, news
analyses, and special features.
Methods of advertising
Newspapers
Newspapers is a publication issued periodically, usually daily or weekly, to
present information about current events. The first daily paper in England was the
Daily Courant (1702). England newspapers began to reach the masses in the 19-th
cent. Important English newspapers of today are The Times of London (founded in
1785) and the Manchester Guardian. One of the oldest continental newspapers,
Avisa Relation oder Zeitung, appeared in Germany in 1609; and the first French
newspaper, the Gazette, was founded in 1631. Important newspapers of the world
today include Francfurter Allgemeine Zeitung (Germany), Figaro (France), and the
Times of India 9Delhi). Since the invention of the telegraph, which facilitated the
rapid gathering of news, the great news agencies have sold their services to many
newspapers. Improvements in typesetting and printing (especially the web press)
have made possible the publication of huge editions at great speed. During the
1970-th such technological developments as photocomposition and the use of
communications satellites to deliver news and photographs revolutionized the

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newspaper industry. The advent of computer technology has many newspapers to
offer information through commercial on-line computer services, but they are
unable to give more attention and space to each problem. The newspaper articles
give much more information about events. That is the main advantage of
newspapers.
Newspapers cover stories in great detail. However, newspapers present
information later than radio or TV. The great advantage of newspapers over radio
and TV is that they can report stories in depth.
Periodicals
Periodicals are publications issued regularly, distinguished from the
newspaper in format, in that their pages are smaller and usually bound, and in that
they are smaller and in that they are published weekly, monthly, or quarterly,
rather that daily. Periodicals range from technical and scholarly journals to
illustrated magazines for mass circulation. Specialized magazines include the news
magazines Time (1923- ) and Newsweek (1933- ). Computer advances have made
possible the delivery of magazine article through on-line services and have begun
to spawn entirely electronic periodicals, such as The Online Journal of Current
Critical Trials (1922- ), a professional medical journal.
Radio
The first regularly scheduled radio broadcast in the U.S. began in 1920. The
sale of advertising began in 1922, establishing commercial broadcasting as an
industry. A coast-to-coast hookup began early in 1924, and expansion of both
audience and transmission facilities continued rapidly. Radio is generally the first
of news media to report a local story or a news service bulletin. A radio announcer
can interrupt a program with a news flash as soon as the report comes in. Most
stations present regular news bulletins every half-hour or hour. The national radio
broadcast major news events. However, most radio news bulletins do not report the
news in detail. In a five minute broadcast the stories average less than 30 seconds
each. Radio also provides weather forecast and traffic information.
Television

24

Experiments in broadcasting television began in the 1920s but were
interrupted by World War II. Television signals are also now transmitted from
satellites direct to household satellite dishes. Television is the main source of news
for many household around the world. TV does what none of the other media can:
it brings the sight and sounds of some important news events by means of filmed,
taped or live reports. Like regular radio news programs provide only brief accounts
of relatively new stories. But the visual aspect of TV news story can often help
viewers understand the story. In addition to daily news reports, television covers
special news events. Coverage of such an event may replace many hours of regular
TV shows. Television also broadcasts in-depth programs that help explain story of
subjects. Such programs, which run from half an hour to three hours, include
documentaries and interview programs. Most documentaries are filmed or taped.
They may perform such subjects as crime, foreign policy, or race relations.
Interview programs, which are usually broadcast live, may consist of a panel of
journalists who ask questions of a major figure in the news,
The importance of mass media and journalism has greatly increased in
recent years. In democratic countries, people depend on the news media for the fair
and truthful reporting of current events. Freedom of the press encourages the
exchange of ideas among citizens. Media forms public opinions.
In the United States, the most popular media, as measured by the amount of
advertising spending, are television, newspapers, direct mail, radio, Yellow Pages,
magazines, the Internet, outdoor advertising, and a variety of other media including
transit advertisements, novelties, and point-of-purchase displays. These ranking are
measured each year by Advertising Age, an advertising trade magazine, and
seldom vary. In 1999, television attracted about 23,4 percent, or $50,4 billion, of
the advertising dollars spent in the United States. Television is available to
advertisers in two forms: broadcast and cable.
To run commercials on television, advertisers buy units of time known as
sports. The standard units of time are 15, 30, or 60 seconds in length. These sports
are purchased either locally or from a national network. Because of the high cost of

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national network sports, ranging from hundreds of thousands of dollars to million
of dollars, only large national advertisers can afford to run network television
sports. Advertisers wishing to reach a local audience can buy time from an
individual station. But even these sports cost so much to produce and run that
small and even many mid-sized companies cannot afford them. Because television
commercials combine sight, sound, and motion, they are more dramatic than any
other form of advertising and lend excitement and appeal to ordinary products.
Advertisers consider television an excellent medium to build a product`s brand
image or to create excitement around a particular event such as a year-end auto
sale. But TV sports are too brief to provide much product information. As a result,
television works best for products such as automobiles, fashion, food, beverages,
and credit cards that viewers are familiar with and easily understand.
In the United States, newspapers are the second most popular advertising
medium after television and in 1999 received 21,7 percent, or $46,6 billion, of all
advertising dollars. Newspapers enable advertisers to reach readers of all age
groups, ethnic backgrounds, and income levels. Two types of advertising appear in
newspapers: classified advertising, such as the want advertisements, and display
advertisements. Display advertisements range in size from as large as a full page to
as small as one column in width and less than one centimeter (less than one inch)
in length. Display advertisements often contain illustrations or photographs and
usually provide information about where the product or service being advertised
can be purchased. Typically, advertising makes up about 65 percent of a
newspaper`s content and generates about 65 percent of a newspaper`s revenue.
Brochures. For many small business, a printed brochure may be helpful to
establish credibility and tell your story in more detail. Computer typesetting and
laser printing have reduced the cost of producing a brochure. Free layout help is
available at many copy centers. Brochure having standard 8,5 x 11 inch of triple-
fold design that will fit into a standard business envelope is very cheap. Other
Local Print Media such as booklets available for free pickup in high-traffic areas
like convenience stores, banks and motels should not be overlooked. These may

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include guides to local television programs, listings currently available from real
estate firms, entertainment or sporting events.
Direct mail is the third largest advertising medium, attracting about 19,2
percent, or $41 billion, of all U.S. advertising dollars in 1999. Direct mail
advertising, as the name implies, is advertising that is sent directly to people by
mail, usually through the postal system. Increasingly, however, electronic mail (e-
mail) is being used as a direct mail device. Direct mail can be as simple as a single
letter or as involved as a catalogue or an elaborate e-mail known as HTML (Hyper
Text Markup Language) mail that offers graphics and links to more information.
Because advertisers are speaking directly to those who are most likely to buy
their product or service, many advertisers consider direct mail the most effective of
all advertising media for generating immediate results. Direct mail through the
U.S. postal system, however, is the most expensive form of advertising, costing
about 14 times as much per exposure as most magazine and newspaper
advertisements. But because of the results it produces, many advertisers believe the
expense is justified.
Radio. In America 280 million people own more than 300 million radios!
Contrary to the predictions of doom during the advent of television, radio is alive
and well today. In its pretelevision days, radio was the national advertisers` most
economical way to communicate with millions at a time. The programs of music,
drama and news were a common part of the American life-style. With the advent
of television, radio moved to the automobile and the beach. Along came the
transistor and radio moved to the pocket. Today radio is everyhere.
It attracted about 8 percent, or $17,2 billion, of all U.S. advertising dollars,
making it the fourth largest advertising medium in 1999. Although national
advertisers can buy national network radio time, 90 percent of all radio advertising
is local. Unlike television which reaches a broad audience, the specialized
programming of radio stations enable advertisers to reach a narrow, highly specific
audience such as people who like sports or urban teenagers who listen to the latest
styles of popular music. Because people listen to the radio while doing something

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else such as driving or working, radio commercials can be easily misunderstood.
As a result, radio advertisements work best when the messages are relatively
simple ones for familiar, easily understood, products.
Yellow Pages, the thick directories of telephone listings and display
advertisements, represented the fifth most popular advertising medium in 1999,
attracting $12,6 billion, or 5,9 percent, of total advertising spending. Almost all
advertising in the Yellow Pages is total advertising spending. Almost all
advertising in the Yellow Pages is local advertising.
Magazines ranked sixth in 1999 in total U.S. advertising spending,
representing 5,3 percent, or $11,4 billion. They reach all different kinds of readers,
who have similar interests.
The magazine`s ability to reproduce beautiful color photographs can
enhance a product`s appearance. As a result, magazine advertising is an effective
way to build a product`s brand image. Because such advertising is expensive and
because most magazines are distributed regionally or nationally, they generally
feature national advertising rather than local advertising.
Magazines generate 63 percent of their revenue from advertising. In 1999,
the Internet accounted for $1,9 billion in advertising revenue in the U.S., or 0.9
percent of total advertising spending. Advertisements on the often take the form of
buttons, pop-ups, and sponsorships. But the most important aspect of Internet
marketing is that the World Wide Web allows advertisers to personalize their
messages for individual customers. For example, each time a customer visits a
commercial Web site he is often welcomed by name and is offered information
about new products based on the type of products the person has purchased in the
past. Moreover, the customer can then order the product immediately without
venturing out to a store.
Outdoor advertising amounted to 0,8 percent, or $1,7 billion, of total ad
spending in the U.S. in 1999. Outdoor advertising is an effective way to reach a
highly mobile audience that spends a lot of time on the road – for example, in
commuting to from work or as part of their job. It offers the lowest cost per

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exposure of any major advertising medium, and it produces a major impact,
because it is big, colorful, and hard to ignore. The messages on outdoor boards
have to be very brief. So outdoor advertising primarily serves as a reminder
medium and one that can trigger an impulse buy. One of the forms of outdoor
advertising is hoarding.
Hoarding advertisements are usually put up in eye-catching positions at the
side of the road. The cost of the advertisement will depend on where the hoarding
is and how large it is. If it is a very good place and near the center of the city where
it will be seen by many potential customers, then it will probably be quite
expensive.
The sites are usually rented out to clients on a monthly basis by an
advertising agency.
Transit advertising is mainly an urban advertising form that uses buses and
taxi tops as well as posters placed in bus shelters, airports, and subway stations.
Like outdoor boards, transit is a form of reminder advertising that helps advertisers
place their name before a local audience.
Finally, point-of-purchase advertising places attention-getting displays,
streamers, banners, and price cards in the store near where the product is sold to
explain product benefits and promote impulse buys. A wide variety of other
advertising media are pencils and pens with the firms`s name imprinted,
skywriting, business cards and even sandwich boards – all can perform an effective
advertising role for some advertisers.
It is very difficult for advertisers to tell whether a particular advertisement or
method of advertising has been effective, but there is no doubt that without
advertising the customer would never hear of some products. Perhaps the most
effective advertising of all is the recommendation of the product by a satisfied
customer to a potential customer – advertising by word of mouth.
General characteristics of the language of advertising
Authors of the study «the language of advertising» share in commercial and
noncommercial. Commercial advertising is divided into branding, industrial and

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consumer. Another significant in terms of language design copywriter, I incur the
separation of commercial advertising on the turn and rubric advertisement.(5)
In this study discusses the various structural elements of such promotional
text – header, body text, and the motto. In addition to these items, you must
mention the subtitle insertion and frame, print, logos, and signatures.
The title is sometimes considered the most important part of advertising text
(the title attracts the attention of the consumer and the degree of its expressiveness
Titles are divided into several types: headlines reporting the useful properties of
provocative, informative, interrogative and containing the command.
The main text of advertising message can be narrative, figurative, tricks (the
original), it can be written in the form of dialogue or monologue.

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6. Features the use of linguistic devices in advertising texts

6.1 Functional-expressive features of advertising texts

Advertisement text must meet the basic objectives of advertising in general.
But one should also take into account its functional role in a particular speech
situation. Text advertisements performs very specific functions. The ultimate goal
of advertising text is the conviction of readers of the benefits of the advertised
goods, services, companies. The effect of advertising is based on the proper use of
a number of linguistic and psychological phenomena and regularities.
The main purpose of advertising text to attract attention, arouse interest and
stimulate sales. Advertisement text must distinguish intelligibility, brightness,
conciseness, extravagance, highly professional. The laws of competition demand
from the creators of advertising as accurate as possible in the transmission of
information, expression, professionalism.

6.2 Stylistic devices in advertisements

Promotional texts, one can observe the different stylistic devices. Of course,
a play on words and images, the distortion(искажение) of the spelling and idioms,
«incorrect syntax and unusual punctuation are very specific to advertising and
often contribute to creating the most significant and successful advertising
messages.
Expression of the following text to a large extent is to use a pun, based on
the many phrasal verb to pick up: the verb in different combinations to acquire
different meanings – «to correct and improve things», «pick up the phone.» This
values of the verb are played in the last sentence that promotes a company AT&T
(if you want your business to pick up, pick up the phone), which calls on how to
use telephone services company with a view to enhancing the success of business

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and business contacts.
HE`S NOT IN TEXAS
BUT HE`S OILING THE WHEELS IN HOUSTON.
«Doug, it`s Brian. I just got the results of the drilling programme».
«Impressed?»
«Amazed!»
«So were we.» When are you back?»
«Tomorrow. First flight out. Hey, is the old man happy?»
«Ecstatic. Even after six dry holes».
«I knew it was there. But I want to here it from you. It`s pumping how many
barrels a day?»
The rest of this conversation is strictly confidential.
With AT&T and your local telecommunications organization the lines of
communication to the States are open for everyone.
If you want your business to pick up pick up the phone.
AT&T
In the text advertising the hotel chain Holiday Inn, deliberately distorted
spelling of the word weekend:
Don`t have a weakend
Have a
WEEKENDER
Holiday Inn
Weekender Plus
Such linguistic innovation serves a definite purpose – to attract the attention
of the audience and give it effect.
Very active in the advertising used slang and colloquialisms(разговорное
выражение). As noted in the «Language of Advertising Text,» «colloquial
constructions are used to create emotionally expressive color, imagery, clarity and
validity of the advertising text, which is intended for the general reader, and
therefore should be close to him on the structure. Indeed, often advertising texts are

32

written in such a way that their sound was like the sound of spoken conversational
speech. For example:
Fresh rousted turkey with all the trimmings – just like mom`s!!!
Pork tenderloin in horseradish sauce with rice, veggies and homemade
bread. advertising linguistic device
In the above as an example of advertising text has repeatedly encountered
slang and colloquialisms: with all the trimmings – just like mom`s, veggies. In
addition, attention is drawn to the use of the triple exclamation mark, that is not
very typical for the English writing, such an emotive much more typical of oral
speech.
Number of possible deviations from the linguistic norm is unlimited, since
any linguistic rule can be broken one way or another. J. Leach in his book «English
in advertising» refers to spelling, grammatical, lexical, semantic and contextual
deviation from linguistic norms.

6.3 Syntactic and stylistic features of expressiveness copywriter

Any advertising copy submitted in writing or orally, is a text prepared
beforehand, so the analysis of advertising texts we are dealing with two forms of
implementation of the speech: writing or orally implementation of pre-written text.
In studying the expressiveness of advertising texts can not ignore the issue of basic
stylistic devices which are used by the authors of texts on the level of syntax and
punctuation to create a special stylistic effects.
First of all, attention is drawn to the special parcelling copywriter.
Parcellation, of course relates to the field of expressive syntax. The challenge now
parcellation of the text and its role in the expressive effects was one of the most
relevant in the study of syntactic organization of speech. It should be noted that,
unfortunately, among linguists there is no unity of use on the definition of the term
«parcelling».
The term «parcelling» (from Fr. «Parceller» - to divide, split into pieces»)

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means the way the division of the text. In the linguistic literature parceling is
defined as: discharge one utterance in a number of intonation and isolated
segments, separated on the letter points as separate proposals.
Common to all researches recognized parecellation as a way to highlight the
most significant semantic parts of speech in a separate proposal in accordance with
the intentions of the speaker (writer). It should be noted that the proposals selected
by a special parcellation of the text found in advertisements often enough.
Parcelling copywriter has a particular context: it can be both verbal and nonverbal.
Non-verbal context can be created with the help of colorful pictures or diagrams
(in a case of the print ad or a poster) or video-clip (television advertising). In this
aspect, special attention should be paid television advertising (in this aspect the
advertising deserves special attention), as the video sequence often contains not
only the image, but written text and image. For example, in advertising of dairy
products video sequence contains a label («motto»): Milk makes kids strong, -
audio series contains only a musical accompaniment. Such phrases are made in
accordance with the rules of graphic design titles, suggesting the use of expressing,
expressive punctuation and so on.
The nominative sentences are widespread in advertising texts. In it`s
communicative function of the nominative sentence refers to the sentence object or
phenomenon.
As already mentioned, the main task of the advertising text is to draw
attention of the audience to each product, goods, object or event through a
relatively short message. This task corresponds to the conciseness and
expressiveness of the nomination sentence, which causes their frequent use in
advertising texts. For example, in advertising jewelry sentences emphasize their
exclusivity for those to whom they are intended for themselves ornaments
(Exceptional women. Exceptional diamond), marked not only syntactically but
also graphically.
«The first time I gave her a diamond ring she could barely speak for a
week».

34

I`ll always remember that face.
The smile bordering on a tear.
Eyes as lively as the diamond
I nervously slipped on her finger.
And now that we have come
so far together, perhaps it`s time to
celebrate that love, again, with a
diamond as exceptional as our love.
Exceptional women.
Exceptional diamond.
An exceptional diamond of two carats, or more, is so rare that fewer than
one percent of women will ever own one. If you are considering an important
diamond gift for your wife, like this ring featuring a brilliantly cut 2.06-carat
center stone, simply call for your guide to a diamond`s quality and value, as well
as the namo of your local expert diamond jeweler.
1-800-557-1778.
A diamond is forever.
Especially characteristic advertising texts issued in the form of nominative
sentence, which calls the product, company or brand, turning out goods. For
example:
1. Cronograph The Pasha.
The Art of Being Unique
2. American Tank Watch
The Art of Being Unique.
This advertisements are composed of two sentences for the nomination, the
first of which represents the name of the advertised brand of hours. These
promotional text, despite its brevity, are very concise and memorable though the
issuance of title of goods in a separate sentence and quite unconventional graphic
design. (These advertising messages are presented in the form of title: every full
words beginning with capital letters).

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Popular among the creators of advertising texts is a stylistic device of
parallelism. As a parallel construction can serve not only the nominative sentences,
but other sentences incomplete construction, such as:
Across oceans.
Across industries .
Across hallways.
Notes are working
Stylistic effectiveness of reception is to establish a definite rhythmic
structure of the text, helping him to a clearer perception.
Enough common stylistic device is the repetition. The repetition of the
speech element, attracting the attention of the reader (listener), emphasizes its
significance, reinforces the emotional impact of the text. The most typical for the
ad text is a kind of replay frame.
Repeating the same words or sentences not only the attracts the attention of
the reader (or listener) to repeat an element, but also adds new shades to the its
content. Stylistic value of the repeat is to strengthen the semantic significance of
the repeated text.
The following advertising of the insurance company insistent repetition of
words and design «promiss» and construction to keep (our, their) promises
emphasizes the reliability of the company fulfills its promises.
A promise that puppy kisses are the very best kind. For now, anyway.
A promise to teach you that the more love you give, the more love you get.
A promise that in some way I`ll always be behind you.
Nothing bines us one to the other like a promise kept. For more than 140
years, we`ve been helping people to keep their promise by ensuring we have the
financing strength to keep ours. That`s why families and business rely on us to
ensure their lives, their health and their financial future.
Mass mutual. We help you keep your promises.
The role of parentheses insertion in advertising texts.
In advertising texts often used parentheses. This explanation can be found if

36

we recall the basic definition of parentheses as a part of the text, which introduces
parallel and additional information to help apprehend the content of the main body
of the text, in this case information about a particular product, subject, company,
etc…
Researches who have worked in this field, the term «parentheses»
understand insertion in the sentence not connected with grammatical words,
phrases, or other sentences.
As you know, parenthetic insertion are modal in nature i.e. invisible to the
reader to have an impact. Virtually all parentheses made in the text of a well-
defined a modality and through skilful use of parentheses possible to vary the
modal coloring text and even change its meaning. Advertising texts intended to
persuade. Parentheses are an important element of the text of the register, giving
them a certain modality.
Parenthetic insertion provide additional information. Parentheses give the
advantage of the text, making it easier and more understandable to the reader.
In advertising texts, sings serving to highlight parenthetic insertion (double
commas, dashes, and parentheses) differ in frequency and efficiency of use.
Short parenthetic insertion processed by double commas. This kind of
introduction is rare in advertising texts. Double dashes and brackets are drawn
more extensive parentheses insertion. Commas allocated variety parenthetic
insertion when it comes to the simplest cases, in particular about cliché insertions.
Such insertions are usually in the beginning of the sentence in advertising
texts. The next case of double commas is quite atypical, and therefore deserves
special attention.
Small wonder brings you big, lifelike sound.
Introducing the Bose Wave radio. For sound big enough to fill any room in
your home.
When was last the last time you enjoyed the distinct sound of orchestral
strings in your kitchen? Or in the study? The new Bose Wave radio makes it
possible anytime.

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It`s attractive and loaded with features. But the true beauty of this small
wonder is the sound – it`s bigger, richer, and more lifelike than you ever thought a
radio could be. Measuring just 4.5 H x 14 W x 8 D, the Wave radio is small
enough to fit in any room in your home. And our patented acoustic waveguide
speaker technology enables the Wave radio to fill the room with big stereo sound.
The critics approved.
Popular science claimed, «The sound that issues from this little stereo radio
is startling», and Business Week hailed it as one of the «Best New Products of
1994». We think you`ll be equally impressed. The Bose Wave radio is designed for
both great sound and convenience. There is a credit card-sized remote control, pre-
set buttons for your favorite AM/FM stations, dual alarms, and many other
features. You can even connected to a CD or cassette player to enjoy any music
you like.
Try out the Bose Wave radio in your home.
The Wave radio is available directly from Bose, the most respected name is
sound, for just $349. For a free information kit, simply call the toll-free number or
send/fux the coupon below. Or to try out the Wave radio in your home for 14 days,
satisfaction guaranteed, call:
1-800-845-BOSE, ext. RP338A.
The information enclosed in double dash, has a sufficiently large value,
drawing the attention of readers to the basic dignity of the advertised system Ovid
Full Text: for the user, of course, is an important fact that this system allows you to
find the word ( the title line, etc. ) in the whole text. The dash performs an
expressive function, drawing attention to the most significant features of the
advertised goods.
Let us turn to the analysis of the next message that promotes a similar
system to find information in the whole text.
You`ve received vital
materials that the sales
force needs this second.

38

But the information im`t
all electronic.
And the team is spread over
a continent.
(So skywriting isn`t an option.)
Then you combine Lotus
Notes with IBM Image plus.
Now putting it into the
system is as good as putting
it all into their hands.
The faster you can get information out into your organization, the faster
your people can put it to work.
That`s the reason why Lotus Notes has become such a fundamental pan of
business everywhere. It not only makes the most current information available to
everyone across the organization, it helps people work faster, work smarter and –
most important – work together.
But what about information you receive or produce that doesn`t start out in
electronic form? Such as videos, order forms, faxes or correspondence. Or
materials specific to your business, like X-rays or photographs.
Well, now Lotus Notes works hand-in-hand with IBM`s scalable Image-Plus.
This is the same imaging solution that handles millions of documents every day in
some of the world`s busiest financial and insurance companies.
In the text the brackets are used according to the rules: to highlight the less
important information. Double dash allocate more meaning full expressive speech.
We can not ignore the fact that through the brackets is also made parentheses
representing individual sentences. The information supplied in this way, as a rule,
is not a miner but very important.
Registration of certain statements as individual sentences and their allocation
through the brackets enhances the expressiveness of the text. In such cases, the use
of parentheses is not due to secondary character introduced in these statement, and

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punctuation rules. Let us analyze the following example:
Financial Restructuring Enabling A Timber Company To Go Public.
(We Planted The Seed For Their Growth.)
A growing timber company needed to restructure in order to go public. They
turned to us for financial advice, interim financing and a commitment for the long
term finding they needed to grow. We specialized in helping our clients reach new
heights.
Bank of America.
The first sentence of advertising messages delivered in the title. Phrase
containing the first mention of the advertised Company ( We planted … ), framed
as an introductory offer, highlighted by brackets. Thus, the reader`s attention is
focused on obtaining more complete information about the advertised organization.
Goal promotes the use of personal pronouns in the highlighted sentence, which
forces the reader to concentrate on finding the text name of the company.
Admission is very efficient, since it facilitates the provision of a very expensive
names in the text. It`s clear that in this case can not talk about supporting the role
of the information contained in the submittal. On the contrary through its design as
parentheses and isolation through brackets authors draw attention to the important
advantage of the advertised bank.
Use a double dash and brackets for registration of parentheses of different
degrees of importance allows authors to reach a certain hierarchy in their
perception. In advertising texts, signs, serving to highlight parentheses insertions
(double commas, dashes, and parentheses) differ in frequency and efficiency of
use. Commas are allocated different parenthetic insertions when it comes to the
simplest cases, in particular cliché insertions. In advertising texts such insertions
are infrequently and placed at the beginning of the sentence. Double dash and
brackets are drawn more extensive parentheses insertions.
Advertising text in sociolinguistic coverage.
Often the creators of advertisings apply to the use of idioms, quotations,
images of famous personalities, such as:

40

« For I ne`er saw true beauty
Till this night».
William Sharespeare,
Romeo and Juliet, Act I, Scene 5.
Laura Ashley
Shopping online will be available from the 1-st November: www.
Appeal to the literary, cultural and historical traditions is a very «powerful
weapon(instrument)» of creators` advertising. At the same time, similar
phenomenas are certain difficulties in interpretation and perception of the text. The
use of quotations, allusions, distorted idioms, as well as the introduction of foreign
language in advertising requires a common baseline of knowledge from the creator
of the text and its recipient. The advertising goods have particular significance of
these phenomena. Especially such ad. Goods which represented in the international
market, since in this case requires adaptation of advertising message, taking into
account peculiarities of the language picture of the world audience that the text
addressed to. For example, for the adequate perception of the text that promotes a
company AT&T, necessary to understand the meaning of the phrase «No woman is
an island, unless she wants to be», which is an allusion to a line from a poem by
John Donne «Meditation XVII» «No man is an island, entire of itself ». This
phrase means that no one can be in complete isolation from others, and its allusive
use in the advertising text helps convince potential customers that the company
AT&T will help people to become closer to each other.
No woman is an island, unless she wants to be
Want to connect with our new high-speed Internet service powered by
AT&T?
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The image of a famous personality is used in advertising, must be known to
the audience which this text is intended and the text must be perceived as an
example to follow. The last point is especially important, because it requires not
only the study of cultural values and world view of the target audience, but also
reflects the fact that the image of the personality and behavior may change -
sometimes very quickly. Therefore, many advertisers advised to use the images of
collective, as Lenya Golubkov, or cartoons like The Pink Panther.
Phonetic expressive means and stylistic devices
Geoffrey Leech called the advertising language loaded language because, as
he said, it aims to change the will, opinions, or attitude of its audience (whether in
the interests of the audience or not is a separate matter). Advertising differs from
other types of loaded language (such as political journalism and religious oratory)
in having a very precise material goal. Changing the mental disposition of the
audience is only important in so far as it leads to the desired kind of behavior –
buying a particular kind of product. So, the goal of any advertising text is to make
the target audience buy a product or a service. This goal is reached in four stages:
1). Attracting the listeners` attention;
2). Keeping their interest;
3). Arousing their desire to buy a product or a service;
4). Making the target audience art.
The pragmatic function of advertising texts determines the choice of sound
patterns, words, syntactic structures, intonation patterns. Many authors of books on
advertising the hyperbolic character of advertising. This characteristic feature of

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advertising is reflected not only in the choice of words but also in prosody.
The phoneticians believe that the prosody of a great number of advertising
texts is very affective, its emotionality is greatly exaggerated speakers in
commercials don`t express their real emotions, they imitate positive emotions to
grab the listeners attention and create positive attitude to advertised goods, services
or companies.
Speaking voice is a unity of semiologically relevant features common to all
speakers of a given language. The components of speaking voice which are
considered to be linguistically relevant are:
1). Speech melody (pitch movement);
2). Diapason (pitch range);
3). Loudness;
4). Tempo;
5). Pauses;
6). Rhythm;
7). Timbre.
It should be mentioned that timbre and rhythm are temporal components,
which are not directly connected to voice production. In this article we are going to
describe two most important speech melody and timbre.
Speech Melody: we speak of tone, intonation. There are three important
peculiarities of speech melody in TV commercials:
1). A great number of emphatic contours;
2). A sharp contrast of different melodic combinations;
3). The combination of speech melody and music.
In melody contours the most important falling tones.
A peculiar features of advertising prosody is a sharp contrast of emphatic
and unemphatic contours. For example: Wards is advertised, I looks at the price
tag and though, is pronounced with prosody of parenthetic insertions. The speaker
draws the listeners` attention to the most important information. – The goods are
on sale and customers can buy them at low prices.

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One more peculiarity of speech melody in advertising text is musical rhythm
and tune. In this case the speaker pronounce the text is recitative, adjusting speech
melody rhythm to the music, e.g.: «The ninety-nine Honda Clearance is here.
Don`t you just love it when you win?» Introduction with rising succession of level
tones, High-Fall Rise, followed by High Rise.
Timbre (or voice quality) is a specific superasegmental coloring of voice,
e.g. breathiness, hushiness, harshness, nasality or spread lips. It creates a certain
mood around a product or a service. The mood can be romantic, lyrical, happy, etc.
A voice quality can also signal some implied meaning and reflect a social class or
an ethnic group belongs to. Some specialists believe that nasality is a typical
feature of aristocrats; harshness is typical of working class representatives.
Positive attitude to advertised goods and services is created with the help of
such voice qualities as smile (spread lips) and breathiness with lyrical timbre. Such
timbre relaxes the audience, creates calm, pleasant mood. This used when
cosmetics for women is advertised (shampoos or showed gels). For example: new
fresh deodorant, caress before you dress and feel fresh long after gentle
deodorant. Fresh shower, fresh feeling. That lasts long.
Very low male voice is popular in advertising. It`s used in advertising cars
goods for men because a low male voice symbolized something big, strong, solid
and manly. For example: the Toyota Avelon. All you need.
Glottalisation of the voice quality is lowed when speakers glottalise their
vowels. Such voice quality is typical of «serious» corporate advertising (it gives
the impression of reliability and power). Closer contact between the advertiser and
the audience with breathiness: no matter how pure your soup claims to be, it will
dry out your smoother more like you.
The advertisers want to prove they take care of their potential customers
protect skin.
It can be said in conclusion, that such components of speaking voice as
speech melody and timbre (voice quality) play a great role in attracting the
attention of the audience and expressing numerous connotations.

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Galperin`s Stylistic devices
A stylistic device is a literary model in which semantic and features are
blended so that it represents a generalized pattern. Prof. I. R. Galperin calls a
stylistic device a generative model when through frequent use a language fact is
transformed into a stylistic device. Thus we may say that some expressive means
have evolved into stylistic devices which represent a more abstract form or set of
forms. A stylistic device combines some general semantic meaning with a certain
linguistic form resulting in stylistic effect. It is like an algorithm employed for an
expressive purpose. For example, the interplay, interaction, or clash of the
dictionary and contextual meaning of words will bring about such stylistic devices
as metaphor, metonymy or irony.
The nature of the interaction may be affinity (likeness by nature), proximity
(nearness in place, time, order, occurrence, relation) or contrast (opposition).
Respectively there is metaphor based on the principle of affinity, metonymy
based on proximity and irony based on opposition.
The evolution of a stylistic device such as metaphor could be seen from four
examples that demonstrate this linguistic mechanism (interplay of dictionary and
contextual meaning based on the principle of affinity):
1. My new dress is as pink as flower: comparison (ground for comparison –
the colour of the flower).
2. Her cheeks were as red as a tulip: simile (ground for simile –
colour/beauty/health/freshness)
3. She is a real flower: metaphor (ground for metaphor –
frail/fragrant/tender/beautiful/helpless…).
My love is a red, red rose: metaphor (ground for metaphor –
passionateIbeautifulIstrong…).
4. Ruby lips, hair of gold, snow-white skin: trite metaphors so frequently
employed that they hardly have any stylistic power left because metaphor dies of
overuse.
Such metaphors are also called hackneyed or even dead.

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A famous literary example of an author`s defiance against immoderate use
of trite metaphors is W. Shakespear`s Sonnet 130
My mistress` eyes are nothing like the sun;
Coral is far more red than her lips` red;
If snow be white, why then her breasts are dun;
If hairs be wires, black wires grow on her head.
I have seen roses damasked, red and white,
But no such roses see I in her cheeks;
And in some perfumes is there more delight
Than in the breath that from my mistress reeks.
I love to hear her speak, yet well L know
That music hath a far more pleasing sound;
I grant I never saw a goddess go;
My mistress, when she walks, treads on the ground.
And yet, by heaven, I think my love as rare
As any she belied with false compare.
The more unexpected, the less predictable is the ground for comparison the
more expressive is the metaphor which in this case got a special name of genuine
or authentic metaphor. Associations suggested by the genuine metaphor are varied,
not limited to any definite number and stimulated by the individual experience or
imagination.
Metaphor is a relation between the dictionary and contextual logical
meaning based on the imposition of some inherent property of an object on another
object which by nature is deprived of these property. In a metaphor we find a
complete replacement (identification) of one object by another: e.g. The news you
bring me is a dagger to my heart.
Metaphor are created on the basis of different types of similarity: of shape,
of colour, of sound ect. Metaphor can be embodied in all meaningful parts of
speech: in nouns, adjectives, verbs, adverbs.
e.g. These thoughts melted away.

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Leaves fell sorrowfully.
The grey-eyed warm smiles of the frowning night.
Metaphor have a tendency to fade away if used frequently. As some scientist
wittily observed: «The language is a dictionary of faded metaphors». According to
the degree of unexpectedness we distinguish genuine metaphors – when we
perceive the two meaning simultaneously; trite metaphors – time-worn and well-
rubbed in the language – the two fold perception is fell (half-alive) but the
originality is lost (e.g. a wall between two people), and dead metaphors (e.g. to
plant the seeds).
The definition of stylistic devices with examples.
Prolonged (sustained, developed) metaphor (развернутая)
Sometimes a metaphor is not confined to one image but involves a number
of images:
e.g. A woman is a foreign land.
Although he there settles young
The man will never understand
Its customs, politics and tongue.
A variety of prolonged metaphor is suggested metaphor. The central image
is not given, we have only contributory image: e.g. «I have no spur to prick the
sides of my intent» - The image of the steed is not named. Such metaphor may be
given in riddles.
e.g. Leaves got up in a coil and hissed,
Blindly struck at my knee and missed.
(R. Frost)
The metaphor is one of the most powerful means of creating images. This is
its main function. The command of metaphor is the mark of genius. Only fresh
living metaphors call forth images. Imagery is the relation between reality and the
way the author sees it. Metaphor is not a displacement of words but the natural
outcome of thought achieved by comparison. It is always a result of some creative
process at the background of the text as a whole. You have the fusion of things that

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a brought together. The degree of fusion may be different and it depends very
much on the syntactical function of metaphor. Genuine metaphor are mostly found
in poetry and emotive prose. Trite metaphors are mostly used as expressive means
in newspaper articles, in oratory. Sources of metaphors are: man and his pursuits,
nature, history, mythology.
The metaphor is often defined as a compressed simile. But this definition
lacks precision as metaphor aims at identifying the objects while simile aims at
finding some point of resemblance by keeping the two objects apart.
Personification «олицетворение» is akin to metaphor – a thing or an idea is
presented as a human being. There may be complete or partial personification.
e.g. «I bring fresh showers to the thirsting flowers» («The Cloud» by P.B.
Shelly)».
Weather permitting, we shall start.
Apostrophe is the weakest form of personification. It is an address an idea or
thing, mostly, to phenomena of nature:
e.g. «Roll on, thou deep and dark blue Ocean» (G. Byron)
Personification gives life to the inanimate. In prose it is less common on
than in poetry. It may be different in degree (full and partial):
e.g. «Thick cunning played on her face, had no fun there and went
somewhere else» (R. Chandler) – a very intricate way of describing a lady.
Epithet
It is stylistic device based on the interplay of emotive and logical meaning in
an attributive word, phrase or sentence. It discloses the individual emotionally
coloured attitude of the writer to the object he describes. It is a form of subjective
evaluation. Epithet is a pointed description brief and compact, singling out the
thing described. Let us ascertain the difference between epithet and attribute:
e.g. a rare and radiant maiden,
a pretty young girl.
Attributes are logical, objective, non-evaluating definitions. In trite epithets
there is loss of the subjective element through frequent repetition:

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e.g. cut throat competition, squalid misery, abject poverty
Constant or fixed epithets are found:
1) in folk poetry (e.g. bonny lass, merry green wood);
2) in a particular work (e.g. «Botticellian, eyes, lips, face» said of Danny
in «Maid in Waiting» by Galsworthy).
Epithet may be classified from different standpoints. We have already
classified them according them according to the degree of unexpectedness.
Semantically epithets may be devided into:
associated with the noun following, pointing to a feature which is most
essential:
e.g. dark forest, dreary midnight;
unassociated which attribute to the object a feature not inherent in it
(metaphoric):
e.g. meteor eyes, voiceless sands;
structurally: according to their compositional structure we distinguish:
simple epithets – (adjectives),
compound – e.g. thou lily-livered boy,
the pumpkin-like moon;
phrase epithets – always placed before the noun they refer to:
e.g. He was look-before-you-leap sort of man;
Jackline Kennedy has a sort of let-the-chips-fall-where-they-may attitude;
reversed – a vault of a schoolroom,
a devil of a job,
a shadow of a smile.
Pun
Pun is a simultaneous use either of two homonyms or two meanings of the
same word, including intentionally or unintentionally ambiguous speech. It`s
played two different categories of words-homonyns. Thus the title of one of O.
Wilde`s plays «The Importance of Being Earnest» has a pun in it, as the name of
the hero and the adjective meaning «seriously-minded» are both present in our

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mind.
Puns are often used in riddles jokes:
e.g. What is the difference between a schoolmaster and an engine-driver? –
One trains the mind the other minds the train.
Language`s play
play of figures, letters grammatical play (visual)
using of proper names, polysemes
Calambour is one of the kind of the language play.
Allusion
It is an indirect reference to historical, biblical, mythological and everyday
facts made in one`s utterance. The facts always are assumed to be known to the
reader. Therefore no indication of the source referred to is given. Nor has allusion
any formal marks.
«The Painted Veil» - The title of the novel by S. Maugham is an allusion to
Keats. «Lift not the painted veil of life.»
Allusions may be used in novels, newspapers, everyday talk.
Semantic peculiarities of allusion merit special note: the meaning of the
word is a form for the new meaning (interaction of meanings). Allusion calls forth
the knowledge stored in the reader`s mind:
e.g. «Victoria was always proud to adopt the Macabre-like attitude that
something would turn up» (A. Cristie) (an allusion to Ch. Dickens).
Vladimir Nabokov`s «Ada or Ardor» is highly allusive to say nothing of his
prose in general. Here are some instances from «Ada» (which is an allusion to
Dante`s «Inferno»): Ardis-Ada`s; Ladore-L`adore; «Mertvago Forever»-«Doctor
Zhivago» (by Boris Pasternak); «Love under the Linders»-«Unter den Linden» (by
Christa Wolf); Burning Swine-Swirburne, ect.
The main characteristic of the allusion is to compare two reference
situations. Two directed associations – the reader should compare allusion with the
context, to establish a reference between the two situations of
consistency(accordance) or inconsistency(nonaccordance), that is to change the

50

perception of the content of the text. For example: mythological heroes
(Prometheus – describing breakthrough in medicine – implant an artificial human
organs doubts about such operations, as the man-God`s creation. In 1962 advances
in medicine and automotive mechanics seemed to be moving in parallel lines. A
new electric shock device could revive an apparently life less patient – the way an
emergency jump-start revitalizes a dead car battery. And in cases where the
patient`s own heart failed, physicians were now able to replace the faulty valves
with artificial ones – made from such substances as plastic. Darcon and the like.
The only difference was that spare parts for a car come with a warranty and
medical repairs. Were, such physicians imitating and perhaps arrogating the work
of God? If so, would they like Prometheus be punished? (car accident). «Revive»,
revitalize, dead, lifeless.
Сalambour is one of the kind of language play. The play of words reflects
not only humorous actions of play (noun, but connective part of speech).
Punctuation, distortion spelling, typographic methods of allocation (italics, font,
graphic form, units in the text, capital and small letters), shifting the emphasis,
change intonation, drawing make the hindrance(вносят помеху).
Visual play. A Russian had three sons. First name Rab, became a lawyer;
second Ymra, became a soldier; third, sailor. What were their names? Yvan –
reverse reading, Bar, Army, Navy. Rab – lawyer – to be at the bar that`s to be a
lawyer, reverse reading Navy – Yvan.
Stylistic inversion
In the English language the structure of the sentence and the meaning very
much depend on the order of words. There is not much choice as to word-order.
The English language has developed a tolerably fixed word-order: subject-
predicate-object (SPO). The predominance of SPO word order makes conspicuous
any change in the structure of the sentence. The most conspicuous places in the
sentence are considered to be the first and last: the first – because of full force of
stress, the last – because there is a pause after it. We should distinguish between
grammatical, emphatic and stylistic inversion.

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Peculiarities of Advertising Language and Its Stylistic Devices

Peculiarities of Advertising Language and Its Stylistic Devices

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