LINGUISTIC FEATURES OF ENGLISH, GERMAN AND RUSSIAN SOCIAL ADVERTISING DURING THE PANDEMIC-Reference-Cited by-同舟云学术

LINGUISTIC FEATURES OF ENGLISH, GERMAN AND RUSSIAN SOCIAL ADVERTISING DURING THE PANDEMIC

Published:2023-09-15 Issue:6 Volume:476 Page:59-66
ISSN:2782-4829
Container-title:Bulletin of Chelyabinsk State University
language:
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Author:

Glazkova Tatiana¹

Affiliation:

1. National Research University Higher School of Economics (NRU HSE)

Abstract

This article is devoted to the linguistic features of English, German and Russian-language social advertising designed to prevent the spread of Covid-2019. To achieve this goal, texts placed on billboards and banners (outdoor advertising) were analyzed. As a result of a comparative analysis, it was found that, in general, the slogans in the three languages are similar. They are characterized by brevity, they rarely use puns, tropes and other stylistic figures, which is most likely due to the seriousness of the subject matter. Since these advertisements are designed to convince the population to comply with sanitary measures, they often contain incentive sentences with an action verb. Nouns are mostly related to medical topics, and adjectives are extremely rare. Provocative slogans are generally rare and are perceived rather negatively by recipients. The results of the analysis can be useful to advertising specialists, as well as translators.

Publisher

Chelyabinsk State University

Subject

General Medicine

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