- · Imagery, aphorism, leading to the emergence of slogans, the requirement of brightness, catchy;
- Laconic, syntactic fragmentation, often - the presence of adversarial relations between components (A, but B; A not B; A, but B), which ensures rapid digestibility at the subconscious level ( "Indesit. We are working - you are resting"; "Kvass is not Cola, drink to Nikolu" - advertising of kvass "Nikola");
- The presence of such contextual relations that would reveal unusual facets of the usual word-use, violation of communicative expectations ( "Staying in the kitchen is like a trip. And I like to travel light. Baltimore light mayonnaise");
- The dialogic nature of the advertising text, including imperative and exclamatory constructions involving various forms of appeal, advertising questions, etc., which creates the effect of a conversation with a potential buyer ( "Have you received a license for your activity?"- advertising of a law firm; "I repeat for the tenth time for everyone: ZERO interest - the first installment. ZERO interest on the loan. Credit for 10 months. Do you have any questions?"; "I don’t understand, but what about the money?"- advertising of the Eldorado chain of stores);
- · The motivating nature of advertising (reliance on the experience of other people; argumentation to authority).
Some of the language media used in advertising are listed below.
|
Language tool |
Usage example |
|
A pun is a statement based on the simultaneous realization in a word (phrase) of direct and figurative meanings |
|
|
Use of modern jargon |
|
|
"The model is perfect, the price is optimal"(washing machines" Candy ") |
|
|
A humorous title, a play on words |
"Educational center `InterFace`. English, French, German". |
|
Anaphora (repetition of the same elements at the beginning of each parallel row) |
"DOORS Stylish, Steel" |
|
"Aesthetic? .. ..cheap, reliable, practical" |
|
|
Winged expressions, sayings, proverbs, direct quotes or simply quoted text |
"VEKA. Domestic window manufacturers club.You will recognize him by his profile " "And from our window you can see the Smolny! And from yours?"(advertisement for a residential complex under construction) "Computer is not a luxury, but an educational tool"(advertising of the" Computer World "chain of stores) |
|
Syntactic concurrency |
"Born by nature, calculated by science, made by a master!" |
|
"Matrix. Matrix. Matrix. A lot is only half of what we offer" |
|
|
Inclusion of words that attract the attention of the consumer group for which it is designed (if this is a limited circle of people) |
"T-ZONE is a natural remedy for the vagaries of the skin" |
|
Including words that are positive or elicit an emotional response |
"Absolutely ... KBE. New windows for Russia. KBE ELITE " |
|
Deviations from the normative spelling:
|
Newspaper " Kommersant" MaxidoM "LADAmarket - maximum benefits!" |
|
The use of occasionalisms - new words that are absent in the language system |
|
|
Personification - transferring the properties and functions of a living person to an inanimate object |
"Tefal takes care of you" |
The use of lexical means and versatile manipulation of texts to create linguistic means in the advertising language is a feature of the playing style. modern advertising... In advertising texts, polysemy serves to fulfill one of the main requirements for an advertising text - the transmission of the maximum amount of information on a minimum piece of text. The phenomenon of transformation of the meaning of words is a fairly common phenomenon in advertising texts, accompanying the techniques of linguistic manipulation and various methods of psychological influence.
Such linguistic techniques activate attention, make the perception of the texts of advertising messages more easily remembered, thus breaking the standard of the text, its routine, it becomes original, intriguing.
Advertising text can have several interpretations, and the ambiguity of advertising texts can be both linguistic and speech. Of particular interest are examples of creating ambiguity in advertising texts from the point of view of the use of ambiguous words in them and through the verbal context. After all, it is the simultaneous presence of two different understandings - a word, an expression from an advertising text or an advertising text as a whole - that creates a new meaning and gives this text new content as a whole. We share all examples of creating ambiguity in advertising texts following A.A. Zaliznyak into the following groups:
1) linguistic ambiguity
2) speech intentional ambiguity
3) speech unintentional ambiguity (Zaliznyak 2004: 159).
1. Linguistic ambiguity: In this case, you translate diagonally
ball to the left, Dima connects, Ivanov connects, and now suddenly connects ... Vadik? When should you connect? - Until April 30th. And what, 10 bucks is not superfluous. Jeans, connect before April 30 and get $ 10(advertising cellular"Jeans"); Something special in the air(American Airlines advertisement).
2. Speech ambiguity.
2.1. Intentional speech ambiguity: - Every day I load my friends - And I breed them - I get them out - I spend hours on my friends' brains - And I put them in so that they are collected - And I check my friends in the most sophisticated ways - And I knock on them - And I sell my friends ... each day. And that's good business! - WE MAKE REAL FRIENDS - IRU LAPTOP. - You can also order your friend(advertising sale computer technology IRU on credit); When I grow up I want to be a cat. For really choosy cats(the advertisement for Choosy cat food is supposedly voiced by a puppy).
2.2. Unintentional speech ambiguity: MORE THAN YOU THINK. Ministry of Health warns: smoking is dangerous for your health(advertising for Java cigarettes); Auto Repair Service. Free pick-up and delivery. Try us once, you’ll never go anywhere again(car service advertisement), (Ilyasova 2009: 195).
In such cases, speech ambiguity refers not to one word, but to the entire utterance as a whole and does not lie in the polysemantic meaning of the word, but in its verbal context.
Using the ambiguity of a phrase when creating an advertising text by playing around with homonyms - the name of the advertised product and a specific word - is a widely used advertising technique of linguistic manipulation and serves as a fertile material for creating puns.
Proper names;
Anthroponyms: BELLA ahead of time!(advertising of Bella products);
Toponyms;
Real: ROSTOV - New town on the map "Siberia"(advertisement of Siberia Airlines);
Conditional: Now we also have an apartment in Svoi Dom! APARTMENTS IN INSTALLMENT AND DISCOUNTED(advertisement for the housing cooperative "Svoy Dom");
Common nouns;
Animated: TO MONTENEGRO WITH SATELLITE!(advertising of the travel agency "Sputnik");
Inanimate: DISCOVER "FORTOCHKA"!(advertising the network of salons of metal-plastic windows "Ventochka").
Pronoun: WHERE PLEASURE IS THERE I AM! (advertising juice "I");
Interjection: WINTER! TREE STICKS! UNLIMITED CART APPROACH!(advertising of the Elki-Palki tavern).
Playing on homonymy can be enhanced not only by the presence of contextual homonyms for a word, but also by its polysemy: Find your OASIS!(advertisement for Oasis ice cream). Playing with homonymy in an advertising text can be represented by such varieties as playing with conventional and contextual homonymy; playing with homonymy and ambiguity. Playing with homonyms in an advertising text can be based on the interpretation of some well-known fact: Ice cream Brunettes love even blondes(advertisement for "Brunetka" ice cream), (Amiri 2004: 148).
Advertising texts based on playing with homonymy are widespread in American advertising as well: I always stop at the RITZ(advertising of confectionery products "Ritz"). In American advertising, the ambiguity of the advertising text can be created due to the coincidence of the sound form of the word, in such cases homophones acquire additional meaning: The Citi never sleeps!(advertising "Citibank"), or it can be based on playing around with homonyms by using words that are contextual antonyms: Who needs a President? King the royal mint(advertisement for King mints). Moreover, the ambiguity of the advertising text can give the word a meaning that is not assigned to it in the dictionary: Armor Hot Dogs The dogs kids love to bite(advertising hot dogs "Armor").
The ambiguity of the advertising text can also be created by referring to various literary, cultural and historical traditions. Using precedent phenomena is one of the most popular techniques for copywriters.
1) poetry and fiction: biblical texts, mythology, folklore (Russian folk tales and foreign fairy tales): There is no reason for a lady to envy us, if you want luggage - come to "Robinzon"(advertisement for the "Robinzon" bag shop); To be or not to be: from business to [email protected] (advertising educational institution);
2) phraseological units: idioms, proverbs and sayings, speech stamps, aphorisms: The subscriber is in the reception area of "Stary Melnik"(advertisement of "Stary Melnik" beer); 4 bedrooms; 3 baths… 2 FORDS(advertising for Ford cars);
3) feature films and cartoons: Faberlic - beauty is a terrible force;
4) background knowledge from the field of culture, science and history: musical works, painting, historical events: Boys and girls !!! Would you like to go to sunny Bulgaria?(advertising of the travel agency "Optima");
Don’t worry Be huggies Be happy Be huggies(advertising for diapers "Huggies"). The texts of advertising discourse themselves began to act as precedent phenomena, which is associated with the spread of the sphere of influence of advertising culture: Where have you been? - Drank beer(advertising beer "Tolstyak"). Duplication and citation of advertising text can occur through various speech situations, stories, use in literary works modern authors to give the text a comic effect, anecdotes: Cut out three houses in the village and get a branded helmet with the "SS" logo! In advertising, a precedent ad copy may be used as a parody of another product (often different from it) or as an anti-ad for a similar product that could lead to a legal investigation:
Promotion of your product through the advertising text of another product (often different from it): "NO BEER ... THERE IS PAPER"(advertising paper for copiers) - this advertising text was created on the parody of advertising for crackers "3 crusts": "THERE IS NO BEER ... WITHOUT DRIED" 3 KOROCHKI ";
Anti-advertising of such a product, which could lead to a legal investigation: “ Real crackers cannot be called crusts"(Advertising of the" Sibirskiy Bereg "products aimed at creating anti-advertising for the" 3 crusts "crackers).
In American advertising, there are also examples of the emergence of a parody of one advertisement for another, or rather a copy of it. Thus, advertising for Benson & Hedges products - “ A "100 millimeter" long cigarette"Inspired Chesterfield to create its ad copy -" A silly millimeter longer". The created advertising text acts as a hidden anti-advertising of a similar product of a competing company, but it is not aimed at belittling its merits. The phenomenon of transformation of the meaning of an advertising text occurs quite often both in the language of Russian and American advertising.
Thus, a variety of language techniques in advertising has great potential due to the fact that its use corresponds to the basic principle of creating an advertising text: maximum information - minimum text. Advertising texts, created through playing with ambiguity and homonymy, through an appeal to precedent phenomena, are vivid and memorable, attracting the attention of a modern person.
Conclusion
The mass media is a powerful force of influence on the consciousness of people, a means of promptly delivering information to different parts of the world, the most effective means of influencing human emotions, capable of convincing the recipient in the best way.
The linguistic techniques used in the media are very diverse: from semantic tropes and stylistic figures to graphic highlights based on a word, phrase, sentence or the whole text and precedent phenomena. This linguistic situation testifies to the diversity of linguistic techniques. The combination of various language techniques has become commonplace for the implementation of information in the text. To enhance the expressiveness of the text, not one, but several language techniques can be used simultaneously. At the phonetic level, various repetitions, both sound and lexical, are most often used: alliteration, anaphora, playing with homophones, playing with homographs, playing with homophores. Among the graphic techniques, one can distinguish font selection, digital selection, paragraph and supragraphic elements. The phenomenon of the transformation of the meaning of words is a fairly common phenomenon in texts that accompanies the techniques of linguistic manipulation. Linguistic means at the morphological level are quite rare and are one of the most complex and subtle types in the language of media texts. In this work, the degree of comparison of adjectives was distinguished as a morphological device.
Usage in English when creating advertising texts for Russian advertising and its use in areas related to advertising (when creating such realities as signs, notebook covers, names of newspapers, etc.) indicates the strengthening of the international principle in communication and fashion in the English language;
Consider pictorial and expressive means, used by advertisers in advertising texts.
- 1. Metaphor - transfer of the properties of one object or phenomenon to another according to the principle of their similarity, hidden comparison: Collection of solar tours(travel agency "INNA TOUR"); Starlight on your lips(lipstick Avon).
- 2. Epithet - a figurative definition that gives an additional artistic characterization: Winter's tale... it's about Andorra. A wonderful country, magical nature, amazing ski slopes, wonderful air, comfortable hotels and exquisite cuisine. Your winter vacation is sure to be fabulous!(travel agency "Neva"); Invigorating scent(coffee Nescafe).
- 3. Hyperbola- artistic exaggeration: Plenty of pleasure. Turkey(Turkey advertisement); The whole planet is at your disposal(travel agency "Planet Earth"); Stimorol. Taste on the verge of the possible(chewing gum "Stimorol"),
- 4. Litotes- artistic understatement: A piece of the world called Holland; Malta - a small pearl of the Mediterranean! The whole world in your pocket("Reader's Digest" magazine); Feel like a goddess(razors Venus).
- 5. Impersonation - transferring the properties and qualities of a person to an inanimate phenomenon: Azimuth. Your comfortable companion(hotel chain for business travel "Azimut", Russia); German quality. Impeccable style. Male character(advertising household appliances Bork) ",
Touch a masterpiece: beautiful, intelligent, sensual(advertising phones Nokia) ", A car with a spacious interior may well be called" hospitable "(automobile Mitsubishi Outlander XL).
- 6. Periphrase- replacement of the direct name with a descriptive expression, which indicates the signs of an object not directly named: northern capital - tours to Europe from St. Petersburg(travel agency "Northern Capital"); Foggy Albion(tour to the UK); Veliky Ustyug - the birthplace of Santa Claus(tourist brand of the Vologda region).
- 7. Matryoshka words- phrases containing a play on words based on the use of words that sound similar but different in meaning or different meanings of one word: CULTURAL LEISURE(travel agency from Nizhny Novgorod); Stop dreaming - it's time to obLLDATE!(AvtoVAZ); LBSOLUTE quality(Trading house "Absolute"),
- 8. Repeat- a technique used to fix the addressee in the memory the information you need, as well as for the connection of words in a sentence: For a good rest you need good company... Inna tour company(joint); Noble and wholesome (Demidov balm)(anaphora); Prague? We deserve it. There was only one call left before the vacation. Sea? I deserve it. One call left before vacation (Vko Club)(epiphora).
- 9. Antithesis- comparison of opposite phenomena: Easy to turn on, hard to stop (unlimited Internet); Minimum labor - maximum effect(headline of an advertisement for a washing powder); In the cold - warm, in the heat - the coolness will bring a Samsung air conditioner ”.
- 10. Pun - a phrase containing a play on words based on the use of words that sound similar, but different in meaning or different meanings of the same word: Good housewives love "Losk" (washing powder"Gloss"); Your second wind(chewing gum "Sport Life").
- 11. Default- interruption of speech, counting on the reader's guess, who must mentally finish it: The rhythm of life ... feel in Turkey. Just allow yourself everything you've dreamed of ... Turkey.
- 12. Comparison - subject or semantic similarity of phenomena; comparison of two objects and phenomena in order to show one through the other: Maldives, like a flock of huge jellyfish; Beautiful as day, mysterious as night(perfume "Woman of the Earth" from Avon).
- 13. Metonymy - replacing one word with another based on their contiguity: China does not forget about its roots and traditions, restores ancient monuments(travel agency "Southern Cross"); Stockholm boasts over 50 museums(travel agency "Otdykh.ru").
- 14. Case texts - use of texts existing at the level of the background memory of native speakers: How beautiful this world is, look it over!(travel agency "Upton"); Think for yourself, decide for yourself(advertising of a bus tour across Europe - "7 Days"); All roads lead to Rome!(advertising a tour to Italy).
- 15. A rhetorical question - question not requiring an answer: Is this really Switzerland?(Online Magazine " White stripe»); What is it New Year in Uzbekistan?(^ travel agency "Central Asia Travel").
As can be seen from the above material, the range of stylistic techniques used by advertisers is extremely wide, and their goal is to influence the consciousness, intellect, and imagination of potential customers.
Talking about latent influence to the addressee of the advertising message, first of all, it means manipulation. Accordingly, it is necessary to answer two questions:
- 1) can the hidden influence inherent in the advertising text be called manipulation?
- 2) how to assess such an impact from the point of view of morality, the possibility of harming whoever the advertiser is trying to manipulate? Is manipulation bad for the addressee of the advertising message?
The word "manipulation" (from manus - hand + pleo- I fill) is interpreted as “movements of the hand or both hands associated with the performance of certain processes (for example, when controlling a device); difficult reception in handmade"(TSB). The figurative meaning is "trick, fraud (disapproved.)" (Ushakov's dictionary).
Scientists give different definitions to this phenomenon. Thus, psychologist E.L. Dotsenko suggests following definition: "Manipulation is a type of psychological influence, the skillful execution of which leads to the latent arousal of another person's intentions that do not coincide with his actually existing desires." V.P. Sheinov gives a definition that further emphasizes the negative nature of the phenomenon under consideration: "... hidden control of a person against his will, which brings the initiator one-sided advantages." Thus, manipulation is viewed as a type of mental influence, hidden control of a person, violence over his will.
In the process of everyday communication, people constantly try to exert a hidden influence not only on rivals, but also on relatives, colleagues, acquaintances, etc. In addition to what has been said, manipulation in a number of cases also has a positive meaning, aimed at constructive achievement of the goal in the interests of even the most manipulated - to gently persuade to see a doctor, force to quit smoking, convince to go to rest, etc. E.L. Dotsenko also notes that "... manipulation is still preferable to physical violence or direct coercion ... Manipulation occurs at the stage when it is no longer possible to outplay an opponent openly, and it is not yet possible to completely suppress him", in addition, the character indirect impact is determined by the intention of the author 1.
Thus, the question of the moral side of manipulation remains open. However, it is impossible to completely avoid manipulation in life relations, in connection with which some researchers consider the problem of manipulation to be a pseudo-problem, believing that its use can be perceived as a necessary psychotechnology to influence the audience with benefit for the cause.
Note that in advertising tourism and services, aggression or suppression of the client is impossible. Tourism and service are focused primarily on the client, who cannot be defeated or suppressed, because he will simply leave. Accordingly, the communicative task of tourism and service advertising is also the establishment of trusting relationships with the client. The language in which the services are offered should be understandable and help to establish mutually desirable relationships. The question of how to influence the addressee, forcing them to accept the services of this particular company, distinguishing it from a huge number of similar ones, this, apparently, contains the effect of skillful manipulation of the client's desires as a hidden influence.
Speech manipulation connected with the main, in our opinion, the possibilities of influencing the addressee - suggestion through the word.
Speech manipulation is carried out through the skillful use of linguistic resources with the aim of covertly influencing the addressee with the intention of concealing or not showing openly their intentions.
The advertiser carries out speech manipulation - latent or implicitly expressed influence through language on the opinion and behavior of the addressee. This is an attempt to persuade the addressee to their point of view, the desire to benefit for themselves, while masking their true intentions.
Thus, speech manipulation is a process associated with the interaction of the addressee and the addressee, in which the main function is assigned to the processes of persuasion and suggestion. In tourism advertising, speech manipulation, as noted, is not aggressive in form, it is focused on the fact that the very fact of the impact is not noticed by the addressee. In other words, speech influence consists in a certain organization of the thinking and activity of the addressee through hidden suggestion and through the use of an appropriately structured speech and the use of linguistic means.
- 1. Semiotic manipulation most often associated with the use of numbers: Egypt from $ 299; Old price - 450 rubles. New price - 399 rubles. Eye-catching prices give the impression of a low cost (not 400, but 300, etc.). The text written in small print - with the details of the additional payment is no longer perceived as something very expensive and inaccessible.
- 2. Manipulation of visual images. The technique is based on visualization of the advertised object in one form or another: it is possible to show the situation of using the advertised object or to model the image of its consumer. In any case, this technique is based not only on controlling the imagination of the person being manipulated, but also on "objectifying" generated by advertising images in order to form the addressee's need for the manipulator.
- 3. Using tropes as methods of influence. The manipulative potential of stylistic devices is based on the creation of colorful images that have high degree suggestiveness. Metaphors, epithets, hyperboles and other types of tropes and speech techniques are actively used.
- Dotsenko E.L. Psychology of manipulation: phenomena, mechanisms and protection. M .: CheRo, Publishing house of Moscow State University, 2000.S. 59; Sheinov V.P. Latent human control (Psychology of manipulation). M .: Publishing house ACT; Minsk: Harvest, 2001. Dotsenko E.L. Psychology of manipulation: phenomena, mechanisms and protection. Moscow: CheRo, Moscow State University Publishing House, 2000.S. 66.
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Advertising does not tolerate verbosity and complicated-amorphous syntactic turns, since by its nature it should be dynamic (call to action). As a rule, simple sentences prevail in text advertising, which help to increase the comprehensibility of advertising messages and enhance expressiveness. Phrases of a more complex syntactic structure should be alternated with simple sentences (of 3-4 words). Short text better perceived by the reader:
* the entire text of five words is remembered;
* out of 10 words, about four to five are memorized;
* of 25 words - four to eight.
But sometimes it takes a lot of ad copy to convince. Then a dynamic, expressive syntax is of great importance. Let's consider the options for using syntactic constructions.
1. Receiving parceling- this is the division of the sentence, in which the content of the utterance is realized not in one, but in two or more intonational-semantic speech units, following one after the other after the dividing pause. A simple or complex sentence is divided into shorter independent segments. Here are some examples:
Moments of Kodak. Every day. Ariel. Impeccable look of clothes. For a long time. Gucci. Italian refinement and Swiss quality. For true connoisseurs.
Bar Nuts. Charge your brains! If they are.
2 ... Segmented design- this is such a construction, in the first part of which an object or phenomenon is named in order to evoke an idea of it (expressed in the nominative case of a noun). In the following text, an object or phenomenon receives a second designation in the form of a pronoun, less often in the form of a synonym. For instance:
Yoghurts. What exactly do we know about their usefulness?
New flat. Which agency is better to contact so as not to miscalculate?
3 ... Nominative proposals are used to highlight the uniqueness and quality of the advertised product. For instance:
Eau d "Eden. Heavenly fragrance.
Big Stor. A legend in the world of jeans.
4 ... Question-answer constructions are borrowed by advertising from colloquial syntax and are used to draw the attention of the advertising consumer to the content of the message, push him to independent thinking (excluding questions that are devoid of specific content and are inappropriate). Such constructions create ease of presentation.
With the help of this technique, the reader’s questions are, as it were, predicted, the advertiser-textualist puts them in the heading and himself gives a detailed answer. For instance:
Sprite: What do beautiful, very beautiful people drink? The same as everyone else.
5. Reception of antithesis is built on opposite concepts and is used to enhance expressiveness and better memorization of the text. For instance:
Indesit. We are working--you are resting.
Antithesis can be characterized as the connection and juxtaposition of opposing ideas, which are used to achieve greater clarity of images or to more strongly express feelings and ideas. In the case of using this stylistic technique, the effect is achieved from the contrast and acquires a more original sound, and the meaning is determined more accurately due to the imposition of its opposite meaning on this explanation.
6. Receiving gradation- this is such an arrangement of words in which each subsequent one contains an increasing (less often decreasing) meaning, due to which an increase (less often weakening) of the impression is created. Typically, gradation is used when various actual or digital comparisons are given and ranked as they are amplified.
Thus, gradation can be described as a technique in which homogeneous syntactic constructions are layered. The idea is expressed through these constructs, which are graduated in an ascending or descending line and are respectively divided into ascending and descending gradations. Advertising generally uses a bottom-up grading, through which a product or service is advertised incrementally.
7. Rhetorical appeal - an emphasized appeal to someone to enhance expressiveness. The appeal not only brings the text to life, but also helps to establish contact with the consumer. For instance:
Milano. Gourmets, we will surprise you!
8. Exclamation sentences play the role of signals - they indicate the importance of advertising information and give special expressiveness to the statement.
The use of exclamation sentences, as well as expressive addresses, helps to create the necessary emotional mood, to prepare the addressee for the action. For instance:
How to study foreign language Houses? Apply to ESHKO!
CANON-- the best choice for your office!
Direct speech - used to animate advertising text:
* statements on behalf of a representative of the target audience:
L "Oreal. I deserve it!
* statements on behalf of the consumer's relatives:
Juice "Nursery-garden". Mom knows what I'm glad about!
Conversational designs:
Laughter ... Tears ... Can your mascara withstand this? Persistent--even laugh, persistent--even cry.
11. Incomplete sentences- these are sentences of incomplete grammatical structure or incomplete composition - one or more significant members of the sentence are missing. Most often, there is no predicate verb, which is easily reconstructed from the context or situation, for example: Tetra Pak. Keeping the best.
The ad copy must be attractive. To a large extent it depends on the originality of the title, slogan, ORT, echo phrase. Associations create an advertising image in the consumer's mind. An advertising image is a consumer's discovery of any new sides of an advertised product. Therefore, figurative means - paths - play an important role in the creation of associations.
Trope is a turn of speech in which a word or expression is used in a figurative sense. The trope is based on a comparison of two concepts that seem to us close in some way. The use of tropes makes the language of advertising more original and thus more powerful.
Paths are metaphors, metonymy, synecdoches, hyperboles, lithotes, epithets, comparisons, personifications, allegories and some other turns of speech. All types of tropes are used in advertising headlines and texts, but the frequency with which certain types are used is different.
1. Epithets - words that define an object or device, emphasizing in them any characteristic property or quality. Most effective in advertising.
The use of epithets contributes to the creation of an image of a product - the definitions of goods and services should evoke specific associations and representations.
Milka. Fabulously delicate chocolate.
Elegant built-in appliances exist. Proven by Zanussi.
Finally, the radiant color will last for a long time on your lips. Juicy rouge-- long-lasting effect of wet lips. Appetizing color, fresh and sparkling. A real delight: melting raspberry sweetness, moisturizing and delicate texture. For shining and inviting lips.
"Sensu": March fantasies. They are awakened by the magical scent "Sensu"-- "fan". The delicate combination of exquisite green notes surrounded by warm floral shades cannot have another name, because it was created by Japanese designers Ki-sado as the embodiment of sophisticated femininity.
In advertising, one should try to avoid inappropriate flowery epithets such as: "a magnificent scattering of souvenirs", "indescribable pleasure", etc. The epithets should be interesting. The more unusual the epithet, the better it will be remembered, for example:
Soft prices-- fluffy quality(fur salon "Michelle").
The epithets are arranged according to certain standard schemes. One of them is the selection of epithets by contrast. Antonyms allow you to emphasize the positive qualities of the product - "Little joys of a big wash." Epithets in the form of triads give a strong effect, giving a three-sided assessment of the object: an idea of appearance, utilitarian value, social significance: "Classic, comfortable, prestigious car." Triad variant:
Ford. High. Compact. Spacious.
Toshiba LCD TV. Bright. Rare. Home.
New blackest black from Great Lash. Blacker than black.
Shamtu. Dizzying volume!
2. Comparisons- comparison of two phenomena in order to explain one of them with the help of the other. Making comparisons is usually the first step in structuring paths. In some cases, comparisons are used to explain the unknown by the known. But in advertising, comparisons are more used to achieve original sound.
Persil-color. The colors are brighter than summer.
Swarovski. As pure as love.
By means of comparison, the positive characteristics of the object of analogy are transferred to the product: Domodedovo Airlines. In the sky, like at home!
The formula "more than ..." began to be actively used in advertising - this allows not only to state that a product is the best in its product category, but generally to take it outside the product category - as a result, it begins to be perceived as a "super product" , For example: Vanish. More than bleach.
Opel. More than a vehicle.
3. Hyperbola - a figurative expression containing an exaggeration of certain qualities of an object or phenomenon. Hyperbole creates a clearer advertising image. Hyperbole is addressed in an effort to emphasize the special properties of an object, its exclusivity.
Stimorol chewing gum. Taste on the edge of the possible.
Adidas sneakers. Control over the elements.
4. Impersonation - the transfer of human properties to inanimate objects and abstract concepts. The object of advertising receives tangible objectivity and, as it were, is included in the sphere of our life.
When using an image, a product can be identified with a living creature, animal or person, can move arbitrarily, make sounds or speak. For example, Bridgestone's studded wheels transform into powerful cheetahs; in the Nescafe Gold ad, the vase is transformed into a woman's body and the body into a can of coffee.
Waop. Cloth With character.
Geox. Shoes that breathe.
5. Metaphor - a word or expression that is used in a figurative sense based on the similarity in any relation of two objects or phenomena. Moreover, the similarities between them are based on a variety of features.
Nestle for men. Tenderness in a thin cover.
"Motilium"-- a motor for your stomach.
Once the gods got angry and divided one whole into two halves-- on a man and a woman,-- and now they roam the world in search of each other. Gai Mattiolo creates a new pairing fragrance That 's Amore! Tattoo in the hope that the halves can meet. Notes of feminine and masculine eau de toilette strive uncontrollably and with an irresistible passion mix, never to part again. Orange and mandarin make up an exhilarating citrus duo , ginger and basil merge into a spicy composition, courageous sage embraces sensual vanilla.-- only part of the heart, it becomes clear when both are put together. Likewise, fragrances-- they sound louder when together, and they shout about their love without hesitation.
Metaphor functions:
a) is material for illustrating the main idea, idea. The specificity of human memory is that an idea in the form of a metaphor is remembered faster than with a dry rational presentation;
b) serves as a clue for a solution (the plot can push you to the right thought) or as an incentive to action;
v) generates new ideas and enhances intrinsic motivation... Acting indirectly, mostly "bypassing consciousness", the metaphor reduces the consumer's criticality in relation to advertising: it is difficult to resist their own thoughts or associations.
Speech figures
Figures of speech -- it is a departure from a neutral mode of presentation for the purpose of emotional and aesthetic impact.
Consider the speech figures most often used in advertising texts.
1. Shapes using questions.
* Dubitation -- a number of questions for an imaginary interlocutor, serving to formulate a problem and justify the form of reasoning:
Have Is everything falling out of your hands? Do you feel tired in the morning? Nothing makes you happy? Medicinal complex "Bentapol" will help you-- means for relieving stress conditions.
* Objectification -- the author asks the question and answers it himself:
Do you think I just dyed my hair? No, I've washed them many times already! Shampoo for colored hair.
* Discussion - the question is posed with the aim of discussing and directing the choice of the consumer:
Why does Natalya Ivanovna buy Fairy?
* A rhetorical question -- expressive affirmation or denial, when the question is posed not to get an answer, but to attract the attention of the reader. If the rhetorical question is at the end of the text, it becomes an open question:
What could be better than a vacation on the Black Sea coast? Is it worth running all over the city in search of what you need, if in mall"Omsk" has everything?
2. Figures to maintain contact with the reader.
* Communication -- imaginary transfer of the problem to the consideration of listeners (readers):
See for yourself: to get a loan, you need to pay only 10% of the total cost of the car.
* Parantheza -- an independent, intonationally and graphically highlighted statement inserted into the main text and having the meaning of an additional message, explanation or author's assessment:
The Topaz jewelry salon has everything: earrings, pendants, chains, bracelets and (well, what woman can refuse you!) Wedding rings with diamonds.
* Rhetorical exclamations:
How much time can you save by buying our washing machine!
* Default -- an indication in the written text of the unspoken part of the thought with the help of ellipses.
The default allows you to create an interesting understatement, some intrigue that makes the ad copy more interesting.
The default technique works well when a part of a statement that is well known to the consumer is missed, or different variants of the missing word or phrase are possible. For instance:
Freedom ... Here it is, the main male value, which the stronger sex is sometimes ready to defend at any cost. Don't argue with your loved one. Better give him a Kenzoair men's fragrance by Kenzo-- light, airy, ultramodern. Let your man feel free like the wind by staying ... by your side, of course!
3. Shapes using repetitions.
* Repeat a word (part of a word) or expression (lexical repetitions) gives speech emotionality, dynamism, imagery.
"Lefty"-- these are the most low prices, the highest quality service, the largest selection of building materials.
Repetitions also work to create artistic techniques in advertising texts.
Vichy. Health for the skin. Health for life.
Asya. Gentle whitening-- shining white!
There are special techniques:
Anaphora - the same beginning of the phrase. For instance:
Peugeot: Made for fun. Made for you.
Epiphora- the same endings of phrases. For instance:
Do you want to feel good?- Artodisk. Looking to lose 20 years?- Artodisk. Do you want to enjoy life, as in your youth?- Artodisk.
* Syntactic concurrency -- the same syntactic structure of the phrase, for example:
Samsung washing machines: easier to operate-- the result is better.
4. Application - the use of well-known expressions (phraseological units, proverbs, sayings, speech stamps, catchphrases).
Everything in a person should be fine: and soul, and clothes, and thoughts in the head, on which-- exclusive hat from the "Lady" salon.
The advertising text contains many different speech figures, tropes, expressive means of speech, but they must be used skillfully and carry clarity. In pursuit of the originality and expressiveness of the text, one must not forget that the text should be easy to remember and be understood by various strata of society. We must not forget that the main purpose of advertising is to be dynamic (call to action).
