Scholarly record

CHARACTERISTICS OF THE PARTS OF SPEECH IN THE COSMETICS MAGAZINE ADVERTISEMENTS FOR WOMEN

Nataliya Reva, Antonina Prokopenko, Olha Shumenko

Abstract

The purpose of the research is to identify the parts of speech categories common for the blocks of the texts under investigation, to characterize their functioning and semantic meaning. The methodology of the paper: English magazine advertisements of decorative cosmetics and skincare products for women have been picked out with the help of continuous sampling method from the magazines Cosmopolitan, In Style, and Glamour. The method of structural-semantic analysis was used to reveal the structural-semantic blocks of the texts under investigation; functional method – to investigate speech units from the viewpoint of their role in magazine advertising texts formation; method of component analysis and semantic method – to analyse the semantic meaning of parts of speech in the context of the magazine cosmetics advertising. The major findings of the research: magazine cosmetics advertisements for women are characterized by: 1. the verbs in active voice present tense 3d person singular form that denote the positive impact of the advertised product; 2. the nouns that create the image of the advertised product, describe the context of its usage and exert the manipulative influence on the addressee; 3. the figure means of numeral denotation that create the effect of the authenticity of the advertised object in quasi accurate evaluations. The impact of the article: the research is predetermined by the current trend of advertising texts investigation in terms of the language and contributes to the communicative and text linguistics. The study of the parts of speech role within the advertising texts makes the contribution to the functional linguistics. The results of the research can be used in the work of marketers and copywriters, who are interested in the optimization of advertising activity.

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