Teza de master - The language of advertising with the concentration on the linguistic means and the analysis of advertising slogans - ID:04050 - Volum 105 pagini
Categoria : Limbi Straine
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ABSTRAKT ............................................................................................................. 3
ABSTRACT.............................................................................................................. 4
PREFACE................................................................................................................. 5
CONTENTS.............................................................................................................. 6
LIST OF PICTURES AND GRAPHS ....................................................................... 8
LIST OF SYMBOLS AND ABBREVIATIONS ....................................................... 9
INTRODUCTION............................................................................................11
1 DEFINING THE CONCEPT OF ADVERTISING...........................................13
1.1 Definitions of advertising and advertising slogan ......................................13
1.2 History of advertising................................................................................14
1.3 Types of advertising..................................................................................15
2 ADVERTISING AS KIND OF COMMUNICATION ......................................17
2.1 The process of communication..................................................................17
2.2 Verbal and non-verbal communication in advertising................................19
2.3 Public versus word-of-mouth communication of advertising .....................20
3. TEXT OF ADVERTISING AND ITS STRUCTURE .......................................21
3.1 Cohesion of advertising text......................................................................21
3.2 Informational structure within the text – theme and rheme ........................23
4 LINGUISTIC MEANS USED IN ADVERTISING LANGUAGE....................26
4.1 Phonological aspect...................................................................................27
4.1.1 Rhyme...............................................................................................27
4.1.2 Rhythm .............................................................................................27
4.1.3 Alliteration........................................................................................28
4.1.4 Assonance .........................................................................................28
4.1.5 Graphic aspect of the text ..................................................................28
4.1.6 Transliteration...................................................................................29
4.1.7 Homophones .....................................................................................29
4.2 Lexical and morphological aspect .............................................................30
4.2.1 Verb phrase .......................................................................................30
4.2.2 Noun phrase ......................................................................................30
4.2.3 Adjectives .........................................................................................31
4.2.4 Numerals...........................................................................................32
4.2.5 Foreign words ...................................................................................32
4.2.6 Intertextuality....................................................................................32
4.2.7 Formation of new words and phrases.................................................34
4.2.8 Idiomatic constructions .....................................................................36
4.2.9 Collocations ......................................................................................37
4.3 Syntactic aspect.........................................................................................37
4.3.1 Sentence types...................................................................................37
4.3.2 Sentence structure .............................................................................40
4.3.2.1 Schematic pattering .......................................................................40
4.3.2.2 Ellipsis ..........................................................................................41
4.3.2.3 Incomplete sentences.....................................................................43
4.4 Semantic aspect.........................................................................................43
4.4.1 Personification ..................................................................................44
4.4.2 Simile................................................................................................45
4.4.3 Hyperbole .........................................................................................45
4.4.4 Metaphor...........................................................................................45
4.4.5 Metonymy.........................................................................................47
4.4.6 Antithesis ..........................................................................................47
4.4.7 Polysemy and homonymy..................................................................48
5 RESEARCH PART ..........................................................................................49
5.1 The aims of research .................................................................................49
5.2 Hypotheses and questions of the research..................................................49
5.3 Research sample .......................................................................................50
5.4 Research methods and process of research ................................................50
5.5 Results of the research ..............................................................................72
6 CONCLUSION ................................................................................................77
BIBLIOGRAPHY....................................................................................................79
SUPPLEMENT A Review of print advertisements
SUPPLEMENT B Table of attributes
ADDITIONAL MATERIAL - CD
ABSTRACT.............................................................................................................. 4
PREFACE................................................................................................................. 5
CONTENTS.............................................................................................................. 6
LIST OF PICTURES AND GRAPHS ....................................................................... 8
LIST OF SYMBOLS AND ABBREVIATIONS ....................................................... 9
INTRODUCTION............................................................................................11
1 DEFINING THE CONCEPT OF ADVERTISING...........................................13
1.1 Definitions of advertising and advertising slogan ......................................13
1.2 History of advertising................................................................................14
1.3 Types of advertising..................................................................................15
2 ADVERTISING AS KIND OF COMMUNICATION ......................................17
2.1 The process of communication..................................................................17
2.2 Verbal and non-verbal communication in advertising................................19
2.3 Public versus word-of-mouth communication of advertising .....................20
3. TEXT OF ADVERTISING AND ITS STRUCTURE .......................................21
3.1 Cohesion of advertising text......................................................................21
3.2 Informational structure within the text – theme and rheme ........................23
4 LINGUISTIC MEANS USED IN ADVERTISING LANGUAGE....................26
4.1 Phonological aspect...................................................................................27
4.1.1 Rhyme...............................................................................................27
4.1.2 Rhythm .............................................................................................27
4.1.3 Alliteration........................................................................................28
4.1.4 Assonance .........................................................................................28
4.1.5 Graphic aspect of the text ..................................................................28
4.1.6 Transliteration...................................................................................29
4.1.7 Homophones .....................................................................................29
4.2 Lexical and morphological aspect .............................................................30
4.2.1 Verb phrase .......................................................................................30
4.2.2 Noun phrase ......................................................................................30
4.2.3 Adjectives .........................................................................................31
4.2.4 Numerals...........................................................................................32
4.2.5 Foreign words ...................................................................................32
4.2.6 Intertextuality....................................................................................32
4.2.7 Formation of new words and phrases.................................................34
4.2.8 Idiomatic constructions .....................................................................36
4.2.9 Collocations ......................................................................................37
4.3 Syntactic aspect.........................................................................................37
4.3.1 Sentence types...................................................................................37
4.3.2 Sentence structure .............................................................................40
4.3.2.1 Schematic pattering .......................................................................40
4.3.2.2 Ellipsis ..........................................................................................41
4.3.2.3 Incomplete sentences.....................................................................43
4.4 Semantic aspect.........................................................................................43
4.4.1 Personification ..................................................................................44
4.4.2 Simile................................................................................................45
4.4.3 Hyperbole .........................................................................................45
4.4.4 Metaphor...........................................................................................45
4.4.5 Metonymy.........................................................................................47
4.4.6 Antithesis ..........................................................................................47
4.4.7 Polysemy and homonymy..................................................................48
5 RESEARCH PART ..........................................................................................49
5.1 The aims of research .................................................................................49
5.2 Hypotheses and questions of the research..................................................49
5.3 Research sample .......................................................................................50
5.4 Research methods and process of research ................................................50
5.5 Results of the research ..............................................................................72
6 CONCLUSION ................................................................................................77
BIBLIOGRAPHY....................................................................................................79
SUPPLEMENT A Review of print advertisements
SUPPLEMENT B Table of attributes
ADDITIONAL MATERIAL - CD
