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Proposed research topic:

The Language of Advertising in Modern English

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Abstract

Nowadays, people are exposed to advertising in every aspect of their lifebusiness

and work, family and household, chores and leisure. Every seller wants to reorient the

buyers mind in a way that would be profitable for a certain product. But nobodywants to become a victim of the advertisement by purchasing the product or service

one doesnt actually need. Therefore, this research will provide an in-depth analysis of

the advertising discourse and a set of rules helping people avoid the damaging

influence of commercials.

The topicalityof the research stems from the frequent exposure of modern society to

advertisements and the need to analyze the way certain language units are used to

reorient the buyers consciousness. The analysis of the linguistic devices employed in

the Modern English advertising discourse is aimed at providing the means to sort out

the problem mentioned. If the buyers are aware of the linguistic tools that promote the

product, they will pay more attention to the actual qualities of the product rather thanthe advertisement that promotes it.

Problem Statement

These days advertisements are abundant in every area of human life. Human minds

are influenced by the way products are promoted, and sometimes people just cannot

resist buying something that will have no place or utility in their lives. Therefore, it is

quite essential to look into the problem and find out what causes such behavior in

consumers. The research is aimed at tackling the foregoing issue and presupposes a

number of actions to be taken.

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The objectof the following research is the language units widely used in modern

advertising discourse, their variety and the frequency of usage.

The subject-matter of the research concerns Modern English advertising discourse

from the semantic and stylistic perspective.

The main objective of the research is to reveal the tendencies in the application of

various linguistic units used when creating the advertisement. Moreover, this research

will focus on the analysis of certain linguistic means used in the advertising text. The

aim of the research presupposes the solution of several tasks, which later on will bring

practical value to creating advertisements. These tasks are:

- to define the notion of the advertising;

- to outline the structure of the advertising text;

- to reveal the meaning of the advertising discourse;

- to examine the connection between parts of the advertising text and the linguistic

means used in them, with the aim of creating a certain effect and;

- to provide the analysis of linguistic devices applied in advertising text.

If the tasks specified above are accomplished successfully, a set of specific tips

created as a result of it will greatly assist consumers in making a more conscious

choice of their product and service preferences.

Background of the Problem

The topic The language of advertising in Modern English was previously researched

by such scholars as Guy Cook (2001), Angela Goddard (2002), George Lakoff (1992)

and many others. Most of them uncover the stylistic aspect of the Modern English

advertising discourse. Guy Cook stresses the fact that advertisements always exploit

the dynamics of the correlation between the text presenting new products, the music

supporting them and the intermittent changing of the pictures. Moreover, his research

is particularly interesting in terms of what it reveals about the impact of stylistic tools.

The way certain stylistic devices are applied may cause considerable changes in the

human mind and, as a result, greatly increase the attractiveness of a specific product.The research carried out by George Lakoff is mostly concerned with the mental

reorientation of buyers. Everybody perceives the world as a set of concepts, e.g.

argument is war, life is a journey etc. Therefore, the mixture of such concepts within a

certain culture can produce a tremendous effect and bring lots of profit to the seller.

Conversely however, if certain concepts are mixed and conflict with each other, it

may result in great misfortune.

This research paper aims to present the language of advertising from the stylistic and

semantic point of view, focusing on the interpretation of the linguistic means used in

the advertising text, as well as in the brand names, slogans and the body of the

advertisement itself. All in all, the research is aimed to reveal the connection between

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advertisements and the human mindthe way commercials may induce people to buy

particular goods.

Research Design

Structurally, the research will consist of an introduction, two chapters, generalconclusions, resume and the list of works cited. The list of references will include

lexicographic sources such as, Longman Dictionary of Modern English, Merriam-

Webster Dictionary, Macmillan Dictionary, a selection of works concerning the

language of advertising, and a number of works containing the linguistic terms and

providing specific examples of the application of linguistic devices.

Chapter One will deal with the notions of advertising, advertising discourse and the

structure of the advertising text. It will also contain the selection of theoretical works

upon which the further practical analysis has been based. Chapter Two of this course

paper will be concerned with the practical application of certain linguistic devices to

the language of advertising. It also contains the analysis of advertising headlines,slogans and texts. The analysis is intended to reveal the techniques used for marketing

purposes such as reorienting the buyers mind in order to sell more goods.

Expected Results

The practical value of the research presupposes further improvement in the creation of

advertisements. A seller should take a lot of factors into considerationsound

effects, images, advertising text, its font and color, and the general mood of the

advertisement. A wrong combination of these components sometimes may cause a

quality product to lose its popularity. Therefore, in order to avoid such misfortune, a

lot of linguists have carried out research in the suggested topic. This study is also

useful for the buyers who want to be aware of the techniques used on them, in order to

avoid the purchase of unnecessary goods, which do not have the qualities they are

seeking, simply because they have fallen under the influence of the advertisement.