Adjectives of evaluation in English ad texts

Hausarbeit , 2018 , 36 Seiten , Note: 90

Anglistik - Linguistik

Nowadays, society constantly changes and it affects absolutely all spheres of human activity. Advertising, as an integral attribute of any entrepreneurial activity, also varies according to the development of society. The effectiveness of an advertising campaign depends on the linguistic design of the ad text.

Advertising as a means of influencing a person's choice is aimed at creating relationships between a company and a potential buyer in order to induce the latter to acquire the advertised product. The interest of scholars in advertising text as one of the types of texts of mass influence, aimed at achieving communicative-pragmatic and expressive-suggestive goals and based on the use of expressive capabilities of language resources of all levels, is at the center of scientific studies.

The problem of evaluation was of interest to philosophers of different times, from ancient Greek thinkers (Anaxagoras, Socrates, Democritus). Today, evaluative values are actively studied in linguistics. The category of evaluation is considered at all levels of the language, linking it with modality, emotionality and expressiveness.

The urgency of this work is stipulated by the fact that insufficiently highlighted the following aspects of the problem under study as means of creation and expression of evaluation in English-language advertising and the specifics of their operation in different types of advertising text.

Content

Introduction

Part 1. The category of evaluation and advertising texts
1.1. Evaluation as the most important mean of expressing value
1.2 Types of evaluation
1.3 Advertising as one of the forms of mass communication
1.4 Advertising types and features

Part 2. Linguistic means of expressing evaluation in advertising texts
2.1. Adjectives of evaluation as expressive means of persuasion
2.2 Types of evaluative adjectives
2.3. Aesthetic type of evaluative adjectives
2.4. Forms of adjectives used in ad texts
2.5. The use of neologisms in ad texts
2.6 Game of words in advertising texts

Conclusion

References

Appendix

• Note: 90
• Erscheinungsjahr: 2018
• Seiten: 36
• Katalognummer: V538785
• ISBN (eBook): 9783346140616
• ISBN (Buch): 9783346140623
• Sprache: Englisch
• Schlagworte: adjectives, english, advertisement, linguistics, evaluation