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The article analyses advertising discourse with an emphasis on the pragmatic properties of Russian language units belonging to different levels of the language system. The author focuses on the rhetoric impacts made by advertisements on the potential customer. To this end methods of functional linguistics are applied to advertising samples in Russian (given in transliteration and translated into English). Within this framework units of the phonetic, lexical and syntactic levels of the Russian language are under an...

The paper presents a logical continuation of the previous collection of articles about naming. This study is devoted to a complex analysis of the company naming and slogans on the basis of theoretical concepts and research experience. The structure of the research-based article illustrates the main theoretical theses and describes the practical results achieved in the course of word-forming and an etymological analysis of brand names and comparative analysis of advertisements in Russian, English and German in the ...

The purpose of the article is to determine the linguistic status of advertising based on the functional (pragmasemantic) properties of Russian advertisements. This issue is topical today, when advertising is acknowledged as a crucially important part of successful business, and has to be adequately handled in teaching future business people. The problematic side of it is that advertising contaminates features of different styles and genres, and forming students’ skills of composing efficient ads requires some expe...

Recently, advertising and new forms of internet advertising are among the most popular tools to influence buyers. It is the most visible and most discussed form of marketing communication. Advertising has the ability to influence the creation and change of needs, demand, but also consumer interests and habits. Just as advertising can affect consumers' buying behaviour, advertising can also discourage it. The objective of the contribution is the theoretical processing of the research problems in the field of advert...

Anthropomorphic animals are widely used in product branding, in some cases with obvious nostalgia for totemic figures and sacred symbolism, in other – merely as mascots. Literature review shows that speaking animals are quite effective in branding strategies and with the spread of social media, such animals tweet, sing and spread messages over social networks. The paper has three purposes: 1. to describe how animals are used as brand ambassadors; 2. to examine practices in Romanian advertising, with a special atte...

Defining strategies for language manipulation in advertising has become particularly relevant in modern linguistics due to increased demand for the means of persuading potential buyers amid brisk competition in a saturated market. The purpose of the present research is to reveal linguistic tools of manipulating in English-language advertising. Theoretical background for the issue under investigation is based on the critical analysis of literature on modern linguistics and manipulation of customers. The linguistic ...