Author: Andriy
Goroshko,
the student of the 11th-B form, Poltava school № 38,Ukraine
Scientific adviser: Svitlana Ukrainets,
an English
teacher of Poltava school № 38,Ukraine
The comparative analysis of English and Ukrainian advertisments
The
research of English and Ukrainian media adverts was caused by permanent needs
for systematic study of linguistic performance in advertisements. Advertisement
is an integral structural component of informative and communicative space of
modern society. It’s an important element of mass communication. The ad text is
a special linguistic form of the language world picture which belongs to trade
and consumption spheres[1]. Being a specific tool of social influence in the
field of business culture, the ad text is defined as completed and functionally
organized message caused by communicative situation, addresser’s intentions and
has its own grammatical and stylistic basis. The most important structural
elements of ad text are a title, a slogan, a main ad block, additional data.
The peculiarity of advertisement is in combination of linguistic and
paralinguistic means which include ad text segmentation, the line length,
blanks, prints, colours, italics, print signs, graphic symbols, pictures,
photos, logos, etc. The ad text can be formed according to the principle of
little information dosage and be extremely laconic and brief. But at the same
time it can be formed absolutely differently and can include plenty of details
to make the image of depth and variety of contents, stylistic diversity and
bright text expressiveness. Linguistic research of advertisements was done in
the late 1960s by George Litch and along with the advertisement development was
improved by T. Westerguard, K. Shreder, K. Tanaka, R. Bart and others. Thousands
of advertising agencies, which have appeared in Ukraine recently, resolve the
problem of selling products at the market and have had some experience in
developing separate elements of advertisement. Some monographs, which concern
different aspects of advertising activity, have been written. In most of these
works linguistic peculiarities of ad texts were described. They are: brevity of
ad text (the ad text is caught by single look), its signal performance (in the
ad text a signal phrase with high effect is pointed out; the phrase expresses
the main idea of the ad text), informational content, segmentation ( the ad
text is divided into separate parts or words to get more expressiveness).
So, the ad text has some peculiarities
caused by its communicative nature. It is a special tool of social influence.
The interaction of society and advertisement is a united two-sided process: the
society develops and intensifies the advertising activity, while advertising
technologies, in their turn, push social and economical development of society.
The peculiarity of advertisement is that the advertising message expresses the
interests of the addresser of the message but not the addressee. The
effectiveness of ad influence is caused by specific social and cultural peculiarities
of society, such as national traditions and mentality[3].
Let me
start my presentation by saying that inventing new things is not only my hobby
but my nature.
Last year I
had a chance to advertise my inventions at the international exhibition in
Sevastopol.
The text of
advertisement was peformed in Ukrainian. It was a demand to
present inventions at the international exhibition which was held in Warsow in
English.
That was the
very time when
I took a
notice of linguistic peculisrities of
English and Ukrainian advertisements and
eventually awared the
necessity to know
them for successful promotion of the advertisement[2].
We made
a certain attempt
to analyse linguistic peculiarities of
the texts of
the advertisements. Furthermore we compared English and Ukrainian advertisements that
helped us to concider the topicality of the research which mainly was caused by
the needs to investigate the lingvistic peculiarities of the advertisements. The
development of the
marketing has influenced the emerge
of advertising bussines since last
decades[4].
Therefore, the necessity for further learning of
advertisment specific features in linguistic aspect was defined and
concequently the topicality of the research is obvious.
The topicality of the investiganion was caused by permanent needs for systematic study of linguistic performance in advertisments. The objectives of the work are to describe the conceptual and terminological fields of the research
problem; to make a historical retrospective analysis of the development of the advertisment; to
determine the nature of linguistic representation there; to conduct a comprehensive linguistic analysis of Ukrainian and
English-American advertising issues; to explore the concept, structure
and functions of advertisments;
to identify a particular usage of English advertisments[5]. The object
of the study is the advertisment as a communicative way for cooperation between
groups and communities in today's society. The subject of the study is the amount (174) of ad texts that were selected by
continuous sampling and personal data of the students from the 10th-11th grades. The material for the research is advertising texts and video data, research data of the scientists and linguists. Scientific methods are the following: problematic and chronological; analytical; the method of terminological analysis and scientific extrapolation. The scientific
novelty and theoretical importance is based on the analysis of introduced
advertisements of the intellectual property for the first time. Moreover the further
development of the acquired positions on the principles and characteristics of the
establishment and functioning of the advertising were developed, the attempt to
perform the comparative analysis of advertising texts based on
the comparison of the two languages was done. Materials can be used to develop theoretical positions of lexicology and
stylistics.
Practical
significance consideres in the generalization of the regulations as for English and
Ukrainian ads of intellectual property and in the improvement of Website of the school. The structure of the reseaech involves two chapters, conclusions and list of sources[6].
Conclusions outlined the ideas which prove that: advertising creates a new consumer outlook; by carrying out a
comprehensive analysis of linguistic features of advertising intellectual
property, we had clarified the nature of linguistic representation; advertising is based
on the conditions of identity of lexical backgrounds and background knowledge of the one who gives and receives information; actually the ad text has many synonyms, possible combinations of words
wider the common values of the developed polysemy; there is a particular manifestation of concise phrases, along
with their highly informative.
List of references:
1.
Белянин А.Б. Соціальна реклама: сутність та інформаційно-комунікативні функції.
- М.: МГАПІ, 2005. - 110с.
2.
Горошко А.І. Рекламна комунікація як засіб масової
інформації населення / Українець С.О. // Освіта та наука: 9 міжнародна
наук.-прак. конф., 17-25 жовт. 2013р.: тези допов. - 10., 2013. - С.60-63.
3.
Коломієць В.П. Реклама в соціологічному баченні // Вісник Московського
університету. - М., 2001. - С.24-29
4. Добросклонська
Т.Г. Запитання вивчення медіатекстів: досвід дослідження сучасної англійської
медіамови / Т.Г. Добросклонська. –М.: УРСС Едіторіал, 2005.–288с.
5. Goddard, A. The Language of Advertising: Written texts[Текст]:/ A.Goddard. - L., NY: Routledge, 2001.-134 p.
6.
Фещенко Л.Г. Структура рекламного тексту: Учбово-практичний посібник.–СПб:
Петербургский інститут, 2003.– 232 с.