STYLISTIC PECULIARITIES OF ENGLISH ADVERTISING
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 34, Issue 1
Abstract
At the present stage of the development of the society, advertising is considered to be not only just information about goods or services, but it serves as a powerful system of communication in culture. Taking it into consideration, one can not underestimate its importance, since advertising is an integral part of our life, which affects the society, shapes its behavior and induces a potential buyer to purchase an advertised item. Advertising is a unique phenomenon and that is why it attracts the attention of scholars from various fields of science. The article focuses on the stylistic peculiarities of advertising on the basis of modern English texts. The study shows that in English advertising texts various expressive means and stylistic devices are used to create certain stylistic effects whose purpose is to induce a potential buyer to purchase the advertised product and to stimulate product sales. In order to achieve the desired result, the advertiser widely uses a variety of expressive means and stylistic devises such as: the figures of substitution (figures of quantity: hyperbole, meiosis, litotes; figures of quality: metonymy, synecdoche, paraphrasing, euphemism, metaphor, antonomasia, personification, allegory, irony, epithet); shapes of equality (figures of identity: simile, synonyms, substitution synonyms; figures of contrast: antithesis, oxymoron; figures of inequality: gradation, anticlimax, pun, zeugma).
Authors and Affiliations
L. P. Voinalovych
Keywords
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