Teza de licenta - The language of advertising with the concentration on the linguistic means and the analysis of advertising slogans - ID:04081 - Volum 105 pagini
Categoria : Limbi Straine
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CONTENTS...........................................................6
LIST OF PICTURES AND GRAPHS .......................8
LIST OF SYMBOLS AND ABBREVIATIONS ...........9
0 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
2.2 Verbal and non-verbal communication in advertising..............19
2.3 Public versus word-of-mouth communication of advertising ....20
3.2 Informational structure within the text – theme and rheme ....23
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
LIST OF PICTURES AND GRAPHS .......................8
LIST OF SYMBOLS AND ABBREVIATIONS ...........9
0 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..............................................172.2 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.................................................213.2 Informational structure within the text – theme and rheme ....23
4 LINGUISTIC MEANS USED IN ADVERTISING LANGUAGE.......26
4.1 Phonological aspect.................................................274.1.1 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
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
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
BIBLIOGRAPHY..............79
