LINGUISTIC MEANS OF EXPRESSION OF THE STRUCTURAL-SEMANTIC FEATURES IN ADVERTISEMENT MESSAGES /ON THE MATERIAL OF THE FRENCH AND UKRAINIAN LANGUAGES/
Journal Title: Наукові записки Національного університету "Острозька академія" Серія "Філологія" - Year 2018, Vol 69, Issue 2
Abstract
The article represents the comparative analysis of linguistic means in advertising texts of different genreson the material of the French and Ukrainian languages in periodicals and mass media; it attempts to describe the structural features and semantic and paradigmatic links in advertisements in the French and Ukrainian. The article summarizes the main phenomena of the linguistic processes of advertisement messages, analyzes the linguistic and communicative functions of advertising slogans in the French and Ukrainian in the comparative aspect. The article concludes that the main systemic phenomena of the lexical and semantic organization of advertisement messages are important in advertising texts. They are polysemy, homonymy, synonymy and antonymy, therefore the article deals with the communicative and pragmatic aspect of the advertising text in the French and Ukrainian languages, which is formed with the help of lexical, grammatical and stylistic markers. The analysis of linguistic material has allowed to lay emphasis on the following means: at the morphological level – on the use of qualitative adjectives, which transmit information about the quality of goods or services (abordable, complet, facile, rapide, léger, petit); on the use of adverbs with the meaning of time (maintenant, avant, après); turns of phrases (се ... qui, се ... que, c›est que); on presentatives (voici, voilà), which attract the attention of the advertisement’s addressee; intensity prefixes (super-, extra-, ultra-). The use of antonyms, synonyms and homonyms contributes to the attainment of greater expressiveness and persuasiveness. The main function of homonymy in the advertising texts is the creation of puns with phraseology, colloquial clichés, sayings and proverbs. Imperative and informative sentences are often used in both languages.
Authors and Affiliations
Vassil Paliy, Tetiana Golub
Keywords
Related Articles
- EP ID EP411400
- DOI 10.25264/2519-2558-2018-1(69)/2-80-83
- Views 83
- Downloads 0
SUCCESSFULITY AND ORIGINALITY OF UKRAINIAN FEDERATION 20-30 YEARS XX CENTURY
The article presents features of Ukrainian literature of the 20-30’s of the twentieth century. The emphasis is on its originality and originality; it is emphasized that at this time the writers sought to artistically com...
INTERVIEWING – ONE OF THE FORMATION METHODS OF FOREIGN COMMUNICATIVE CULTURE FOR STUDENTS (DIRECTION POLISH LANGUAGE) OF IVANO-FRANKIVSK
The method of interviewing, applied by students-philologists in the multicultural environment of Ivano-Frankivsk while studying Polish language is analysed in the article. Polish language proficiency is the main indicator...
ANIMALISTIC SYMBOLICS OF THE UKRAINIAN AND GERMAN LINGUOCULTURAL SPACES
The article deals with the investigation of the national cultural heritage and language representation of the animalistic symbolics as a part of the national language world views of the Ukrainian and German linguocultura...
FUNCTIONS OF REPETITION IN SCHOLARLY-CRITICAL DISCOURSE
The paper presents analysis of the main functions of syntactic rhetorical techniques of repetition in the scholarly-critical works by David Lodge, as well as the forms of their implementation. Two main functions of paral...
EXCLAMATION PHRASEOLOGISMS WITH EMOTIONAL AND EVALUATIVE VALUE IN PROSE OF B. LEPKYY AND U. SAMCHUK: SEMANTIC, STYLISTIC AND FUNCTIONAL ASPECTS
In this article the author examines exclamation phraseologisms with emotional and evaluative value, which were singled out of the prose of Bogdan Lepky and Ulas Samchuk. It was examined its emotional nuances, was founded...