Курсовая теория на тему Лингво-стилистические особенности рекламных текстов, ориентированных на молодых мам, на английском, немецком и русском языках.

Содержание:

INTRODUCTION
1. Linguistic manipulation in advertising texts
1.1 The Main Types of Advertising Texts.
1.2 Linguistic Devices of Influencing the Target Audience
1.3 Major Linguistic Devices of Advertising Manipulation
1.4 Summary of Results

Введение:

These days advertising plays an important role in modern life; it is an indispensable part of our life, so we cannot imagine it without advertising. As far as we know, mass production demands mass consumption, that is why modern economies need advertising on a global scale. 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. The term “advertisement” derives from the Latin verb «advertere‟, which means to draw one’s attention to something. “ Life in economically advanced societies is full of marketing communication. Advertising in all its forms offers a vast and dynamic vocabulary of cultural meanings from which we can select a personally tailored ensemble of brands that reflects and communicates our sense of social positioning. There is no need to conflate consumption, advertising and marketing to exaggerate the importance of either field for social study. While marketing, in important respects, is communication (Schultz et al., 1993; Wells, 1975: 197), there are clear areas that demarcate each field from the other. What we can say is that advertising, as the super-ordinate category embracing all forms of marketing communication, carries great importance both reflecting and informing marketing and consumption. Advertising has been cited as a force for cultural change of many kinds. Changes in the portrayals of brand consumption in advertisements both reflect and legitimize changes in the social world beyond advertising” [Hackley 2005:5].
So three main objectives of advertising are: (1) to expand awareness about the product or service; (2) to create demand for it; and (3) to stimulate interest. Most advertising texts are designed to promote the sales of a particular product or service. Some advertisements, however, are intended to promote an image or even influence the target customers.
As a result, at the beginning of the twentieth century there appeared much research on new advertising techniques in mass media. In our research we apply the general theoretical principles established in the investigations by I.R. Galperin, E.V. Maksimenko, Angela Goddard, Alastair Crompton, Geoffrey Leech, Guy Cook, Gillian Dyer, Keiko Tanaka, J. Lukszyn, V. Gurevitch, A. Sebeok, С. Ferguson, Т. Hutchinson, A. Waters, Strazny, Grucza, A. Szulc.
The research is focused on the phenomenon of advertising and is devoted to the linguistic devices of advertising language. Researchers study the functions of language in advertising texts and the structural peculiarities of such texts. However, only some of them state that advertising techniques may serve as powerful means of manipulation, having a great impact on the target customers (in our case in our case young mothers in England, Germany and Russia). That is why the topic is significant and linked to the fact that advertising may be a tool, influencing global markets in particular and any economic progress in general.
The Object of the research is advertisements in England, Germany and Russia.
The Subject of the research is linguistic and stylistic peculiarities of advertisements whose target customers are young mothers in England, Germany and Russia. The objective of this paper involves doing research on the impact of advertisements that linguistic devices may produce in advertising texts.
According to the objective of this research, we can identify the following tasks:
• to study types, forms and functions of advertising texts;
• to define the concepts “advertising manipulation”, “manipulative
technologies”;
•to reveal the peculiarities of linguistic devices in advertising texts;
•to reveal the language devices of manipulative advertising;
The scientific novelty of the research consists in highlighting the linguistic devices that affect the target customers, causing the economic effect even on some global markets.
The theoretical significance is determined by the supposition that our research might contribute to the development of principles and approaches to terminology, lexicology, lexicography and translation.
Practical significance lies in the fact that our examples may contribute to the classification of linguistic devices used in advertising texts. For our research k we use authentic literature on the subject under study: magazines, the Internet.
The following methods of the research are applied: descriptive and analytical method, textual method, stylistic method.
The research structure includes introduction, two chapters, conclusion and references. The introduction contains the general overview of the problem. Besides, the relevance of the topic, its purpose and methods were thoroughly specified. The first chapter is devoted to the types of advertising texts and the main linguistic devices that contribute to the manipulation effect of such texts. In the second part we analyze advertisements aimed at the target customers (young mothers). In the conclusive part, we summarize the results of the research, shape the prospect for further study.

Фрагмент текста работы:

Linguistic manipulation in advertising texts
1.1 The Main Types of Advertising Texts.

The world of the media is an area where it is essential not to confuse the “object” with the language. There are newspapers; there is radio; there is television.
But there is no such thing as a ‘variety’ of newspaper language; or of radio language; or of television language. The media reflect all aspects of the human condition, and make available to the public many varieties of language already well known elsewhere, such as those associated with religion, politics, science, and literature, and the more topic-directed aspects of conversation (e.g. discussion, interview, debate, argument, letter). When we apply the notion of a language variety to the media, we have to look within each product (a newspaper, a radio or TV channel) for uses of language which have been created by the nature of the medium, or whose purpose is to make use of the capabilities provided by the medium. The communication and presentation of news is crucial. Speaking about the definition of the text, we cannot but mention that the text can be interpreted as a lingual element with its two distinguishing features: first, semantic (topical) unity, second, semantico-syntactic cohesion [Blokh 1983:363].
We have referred to advertising as a form of discourse (following Cook, 2001). Discourse is described in cultural theory in various ways. It is a way of seeing the world, a way of describing things and a thing that can be described. The term is often used in conjunction with ‘social text’. A
text in cultural studies is a linguistic and/or orthographic (written) description of any event or entity whatsoever. It is anything that can be described in words, that is, converted to text. Particular discourses may be groups of social texts that usually conform to certain rules and conventions, such as the discourse of advertising, of medical consultation, of literary appreciation or of marketing management. These discourses are comprised of accepted conventions of speech, manner, subject and tone. As we have seen, many ads refer to non-advertising discourses in order to enhance the resonance of their meaning for consumers [Hackley 2005:40].
Text-type classifications suggest that all texts can be divided into different categories according to the text’s dominant function. Jakobson has six text types [1960: 353-57], the emotive, conative, referential, phatic, metalingual and poetic macro-functions of language. Here the conative function is equivalent to the operative and appellative types mentioned above (and also to the `instrumental’, `vocative’ and `pragmatic’ types (Newmark 1988: 41)). Irrespective of the different terminology, the terms all describe a text which aims to influence the behavior of the addressees, calling on them to act, feel and think in a certain way. This is the dominant function of a persuasive, advertising text. We can refer to this kind of text as operative. According to Reiss’s functionalist approach to text typology within translation studies (1993), an advert is classified as an operative text, with the focus on the text receiver. This text type is defined by Reiss as a communication situation which leads to the inducing of behavioural responses. Texts can be conceived as stimuli to action or reaction on the part of the reader. Here the form of verbalization is mainly determined by the (addressed) receiver of the text, by virtue of his being addressable, open to verbal influence on his behaviour. The text is doubly, or even triply structured: on a semantic-syntactic level (in some circumstances, but not necessarily, on the level of artistic organization), and on the level of persuasion [Reiss 1989: 109].
Operative texts influence readers by appealing to their sensitivities and hidden desires and encouraging them to do or buy something (as in advertising texts). The aim of the operative text is to persuade and any information given is secondary to this function. The success of any operative text is dependent on the readers’ experience and cannot work without their cooperation [Smith 54-56].
Advertisements made their way into the British press at an early stage of its development, i.e. in the mid-17th century. So they are almost as old as newspapers themselves. The principal function of advertisements and announcements, like that of brief news, is to inform the reader. There are two basic types of advertisements and announcements in the modern English newspaper: classified and non-classified [Galperin 1958:301].
Advertising texts are everywhere: in newspapers, magazines, on billboards, on television, on the radio, in public transport and any place:
Newspapers advertising texts.
A newspaper is one of the oldest and most powerful kinds of mass media. This type pf advertising has the following features that other mass media do not have:
• mobility: you can read newspapers everywhere – at home, at work, in transport;
• accessibility: low price of newspapers makes this kind of print media very popular;
• legitimacy: many official decisions come into effect only after their publication in the newspaper.
Newspapers enable advertisers to reach readers of all age groups, ethnic backgrounds, and income levels. 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.
Direct mail advertising texts
It is advertising that is sent directly to people by mail. Increasingly, however, electronic mail (e-mail) is being used as a direct mail device. For many small businesses, a printed brochure may be helpful to establish credibility and tell you a story in more detail.
Magazine advertising texts
Magazines are one of the main mass media. Unlike newspaper, a magazine has considerably bigger volume that essentially prolongs life of this type of print media whereas high quality printing production helps to perceive the material better. Periodicals range from technical and scholarly journals to illustrated magazines for mass circulation. 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.
The main advantages of placement of advertisements in magazines are:
• Prestige value;
• High quality printing production;
• A great number of pass-along readers;
• Target population magazines, as a rule, have clearly formed and certain audience of readers and admirers.
Radio advertising texts
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. 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.
TV advertising texts
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 national network sports, ranging from hundreds of thousands of dollars to millions of dollars, only large national advertisers can afford to run network television sports..
On-line advertising texts
On-line advertisements 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 s/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 texts
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 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 to place their name before a local audience.
To sum it up, it is necessary to highlight that the main aims of any advertising text:
-to stimulate initial interest
— to develop loyalty
— to encourage change
— to maintain loyalty [Smith 2002: 104].