Language of Advertising and
Communication via Advertising

Contents

Introduction 3
Chapter 1. Concept of advertising as an act of communication 7 1.1. Definition of Advertising 7 1.2. Communication and Advertising 8 1.3. Functions of Advertising 12 1.4. Image Advertising 14 1.5. Advertising Text and Slogan 15 1.6. Conclusion 16
Chapter 2. Language of advertising 18 2.1. General Characteristics of the Ad-slogan 18 2.2. Lexis 19 2.3. Grammar 20 2.4. Style 23 2.5. Comparative Advertising 31 2.6.Conclusion 33
Chapter 3. Pragmatic aspects of advertising 34 3.1. Pragmatics and …show more content…

The objectives are accomplished by making the following steps:
1/ establishing the leading extralinguistic factors, which determine the communication process in advertising;
2/ reviewing the share of advertising text and ad-slogan in advertising and communicative activities;
3/ analyzing structural, semantic, and functional peculiarities of an ad-slogan;
4/ defining the pragmatic aspects of advertising texts and ad-slogans;
5/ revealing certain communicative and pragmatic parameters of the ad-slogan. Theoretical importance of the research subject is due to the following factors: First, the influence of communicative and pragmatic factors on the particularity of selection and functioning of linguistic means in advertising contributes to the general linguistic theory, and the theory of functional styles in particular. Second, the study of the role of intentional mechanisms in speech planning and their implementation in the advertising seems a prospective approach within the