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Philological sciences/ 7. Language, discourse, speech communication

 

Candidate of pedagogical sciences, associate professor Zabrodina I.K.,

student Erdibaeva D.E.

Tomsk Polytechnic University, Russia

 

The language of advertising as a communication tool in the intercultural space

This work is devoted to the examination of a specific character of the language of advertising as the special text form in the intercultural space. While analyzing specifics of advertising message, its structure and ways of transmission the relevance of the problem cannot go unnoticed. «On the one hand it’s the necessity of scrutiny of the language of advertising as modern media integral part; on the other hand it is the need in rise of level of home-made and translated promotional articles». [1].

Experts of different spheres are interested in the position of advertising and its language in contemporary living conditions. The question of the possibility of an effective intercultural advertising use is gaining a peculiar significance against the background of language and cultural contacts globalization process.

The mission of this work is the exposure of the concept of advertising as a communication tool within the context of intercultural space.

The data for study of this work are two German advertising messages and also several slogans of German advertisement, with the help of which it’s possible to determine national and cultural stereotypes.

Examination of advertising texts from the culturological and linguistic aspects allows getting a fuller idea about the nation mentality, its national world image. As advertising is addressed to the wide range of customers of advertised items and services, it mirrors the speech elements as much as possible, influencing simultaneously on the native speaker speech. [2]. It is the evidence of the fact, that advertising message, containing national and cultural component, is able to transmit the national scale of values.

Stereotypes, taking into consideration by making advertising texts, have a substantial impact on perception of advertising messages. In this work we make an effort to determine national and cultural stereotypes, which are used in German advertisement. German culture, as any other one, brought its national traits and specifics to advertising. In contrast to American and Russian advertising, German advertisement is aimed more at customer’s rationality, than at his feelings and emotions. The main affection methods of German advertisement on people are reasonableness, facts and logic. [3].

In the picture of German advertising texts there are the stereotypes, connected with the necessity of nature protection, environmental conservation: «Mit der Deklaration  von Rio soll unsere Umwelt geschützt werden… Bayer wird seinen Beitrag zu den Zielsetzungen von Rio leisten» (chemical concern Bayer AG advertisement); «Pelz tötet!» - the inscription of German wildlife protection society.

Through the advertisement in Germany it is also possible to see the nation’s attitude to a healthy lifestyle: «Wie wär’s, wenn Sie den Salat noch knackiger und gesünder anmachen? Mit Soja-Öl. Weil es von Natur aus alle gute Eigenschaften ideal verbindet. Es ist leicht bekömmlich, …<…>… Von Natur reich bedacht» (soyabean oil advertisement), «Heppinger. Natürliches Heilwasser…» (mineral water advertisement).

A sort of «eternal» stereotype «Me (the winner) – he or they (losers)» is the relation «You -  your rivals»: «Die Gedanken Ihrer Konkurrenz sind jetzt leichter zu lesen…» («Handelsblatt» newspaper advertisement); «…die Siemens Nixdorf «Office World» in Ihrer Hand wäre für Ihre Konkurrenz ein Schlag ins Kontor (an unpleasant surprise) gewesen».

One of the traits of German national consciousness is the appreciation of a diligent worker. The category of authoritativeness is carried out in German advertisement by means of reference to authoritativeness of the manufacturer or to successful client of the firm. The wide spread occurrence in advertising also received significant for human images of home, family and children.

Advertising appeals relatively seldom to patriotic feelings of a client, to notions «nation», «nationality». We managed to find a few examples with key words deutsch, Deutschland: «Feines Rapsöl aus deutschen Landen» (vegetable oil advertisement); «Wir forschen international, aber am liebsten in Deutschland» (medical research center advertisement); «Deutschland lohnt sich» (German Federal Ministry of Finance advertisement for the purpose of foreign investments attraction).

The use of phraseology and quotations in advertising, including their transformed look, appeals to background knowledge of addressee, making an «exposure effect», and elicits positive associations: «Haben Sie dafür gesorgt, dass Ihre Träume keine Schäume bleiben? Am besten mit Bundeswertpapieren»; «Zurück in die Zukunft»; «Es war Liebe auf den Zweiten Blick»; On the other part, trying to hold on to client’s attraction, advertising text maker          breaks the stereotypes. A well-known phrase «Stumm wie ein Fisch» is refuted in the fishfood advertisement: «Kommen Sie doch mal näher. Vielleicht können Sie verstehen, was er sagt». [4].

For carrying-out of the advertising texts analysis and the exposure of the advertising language specifics of such countries as Russia and Germany, we consider several advertising messages. For example, the advertisement of beer «Krombacher», in which German’s disposition to natural products is discernible: eye-pleasing nature view serves as a background. The impression is that beer is in fact a truly natural and healthy product.

Commitment to traditions and brand awareness are emphasized due to indication of foundation year: since or seit 1814, by using the Gothic type. Such a thing we may observe in the advertisement of Swiss watch company Breguet, which history has already been lasting since 1775. Our attention attracted the advertisement of the watch Breguet in the German version: «Ein Dandy spaziert auf den Boulevards (. . .), solange er will, bis ihm seine wachsame Breguet die Mittagszeit zu Ohren bringt».(Alexander Pushkin, "Eugene Onegin", 1829.Breguet • Depuis 1775). «Onegin drives to Nevsky Boulevard, to stroll about at total leisure, until Breguet's unsleeping chime reminds him that it's dinner time». We didn’t find the equivalent in Russian, but that’s very interesting, that German had taken lines from «Eugene Onegin» for their advertisement, that they had chosen this approach to product's supply. [5].

Therefore, relying on propositions were concluded during the work process, we are able to draw a conclusion, that the language of advertising in the modern world is the language, which takes a special place in the range of tools relating to media; it has its own rules and methods; it is a communicative unit of the intercultural space.

 

References:

1.     Bornyakova I. V. Specifics of language of advertising messages and their translations within the framework of intercultural communication: as exemplified in German and Russian magazine advertising: dis. .. candidate of Philological Sciences. – M., 2007. – 181 p.

2.     Advertising: language, speech, communication: tutorial /  under the editorship of O. Y. Goykhman, V. M. Leichik. – M.: INFRA-M, 2008. – 288 p.

3.     German advertising and specifics of this advertisement // Advertisement in regions. 28.05.10. URL: – http://reklama-region.com/article/a-208.html (date of use 30.04.2013).

4.     Korneva E. V. National and cultural stereotypes in advertising (as exemplified in German and Russian advertising texts) // Language, communication and social environment. 2002. URL: – http://lse2010.narod.ru/index/0-261 (date of use: 30.04.2013).

5.     Breguet: Geschichte und Traditionen. Breguet in der Literatur. URL: –http://www.breguet.com/de/content/view/full/2300  (date of use: 30.04.2013).