Scholarly record

LINGUACULTURAL STUDIES OF ADVERTISING SLOGANS AND THEIR SIGNIFICANCE FOR LINGUISTIC IDENTITY

E. N. Malyuga, A. Radyuk, A. S. Tsagolova

Abstract

This paper is concerned with linguacultural peculiarities of slogans featured in advertising discourse. Advertising discourse finds its way into all kinds of institutional communication thanks to its thematically unrestricted nature, genre distinctiveness and its propensity to capture the most inconspicuous manifestations of the ever-changing world. This type of discourse is considered most exemplary as it can reflect the latest trends of socio-linguistic realia within a single slogan, which is viewed as a compositional component of an advertising text and a crucial element from the communicativepragmatic perspective. The paper aims to analyse the functions of slogans featured in advertising discourse at lexical-semantic, phonological and syntactic levels within the framework of three national varieties of the English language (British, American and Australian) from the standpoint of linguacultural identity, which implies studying, describing and systemizing the most typical lexical-sematic and syntactic mechanisms involved in the composition of slogans in English-speaking advertising discourse. The study employed the following methods of research: 1) descriptive method; 2) lexicalsemantic method, whereby linguistic and extralinguistic units were analysed in terms of their roles in organising advertising slogans; 3) comparative analysis of British, American and Australian slogans; 4) linguacultural method. The study demonstrates its effectiveness in analyzing British, American and Australian advertising materials available through official online company resources, such as journals, TV commercials and promotional banners etc. determining verbal realization of linguistic identity in the context of professional communication. The most illustrative instances found in the slogans are: alliteration, rhyme, assonance, anaphora, epistrophe. The authors also specified a number of communicative-pragmatic characteristics of slogans, linguistic means typically used in their composition, as well as their linguacultural differences and similarities.

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