Abstract
The study is relevant due to the needs of studying promotional discourse in terms of effective use of linguistic means for product and service promotion in a competitive market. The aim of this study is to study the stylistic and communicative features of headlines in promotional discourse in the English language. The research material included 2092 headlines from 115 automobile brochures (44 car brands). The research methods include discourse analysis, linguocognitive categorization by semantic and functional criteria, quantitative analysis, and cognitive mapping. As a result of the study, it was found that the headlines contained a wide range of stylistic devices. The most numerous are lexical means - hyperbole, metaphor, epithet, personification, idioms, metonymy, repetition, incorporation, and blends. The figures of speech based on syntactic means - hyperbole, comparison, antithesis, parceling, parallelism, emphasis, inversion, framing, anaphora, chiasm, and pun - occurred less frequently. However, considering the syntactic organization of the headlines with the predicative, imperative, gerundial, attributive and interrogative structures, syntactic means were found dominant due to their wider functionality. Among phonetic devices, alliteration prevailed. The communicative techniques included customization, text navigation, storytelling, informative facts and issues related to driving. The majority of the headlines epitomized a synthesis of various stylistic means whose classification was fulfilled only for the purposes of the linguistic research. The headline length varied within 1-23 words (average 5, median 4, STD 2.75); standard being concise, while creative - more extended. Thematically, the headlines accentuated comfort, emotional commitment to the brands, engine capacity and their low footprint. The obtained results could be used in the practice of teaching English for specific purposes to students specializing in marketing, advertising and public relations.
Publisher
Peoples' Friendship University of Russia
Reference12 articles.
1. Sakaeva, L.R., Yahin, M.A., Kuznetsova, E.V. & Ibragimova, V.L. (2019). Functional languages in the context of globalization: The language of advertising. Journal of Research in Applied Linguistics, 10, 725-731. https://doi.org/10.22055/rals.2019.15125
2. Arrese, A. (2021). The use of ‘bubble’ as an economic metaphor in the news: The case of the ‘real estate bubble’ in Spain. Language & Communication, 78, P100-108. https://doi.org/10.1016/j.langcom.2021.03.001
3. Al-Subhi, A.S. (2022). Metadiscourse in online advertising: Exploring linguistic and visual metadiscourse in social media advertisements. Journal of Pragmatics, 187, 24-40. https://doi. org/10.1016/j.pragma.2021.10.027.
4. Polyakova, G.M. (2015). Linguocultural Analysis of the Advertisement Language in the American English. RUDN Journal of Language Studies, Semiotics and Semantics, 2, 125-131. (In Russ.).
5. Burgers, Ch., de Lavalette, K.Y.R. & Steen, G.J. (2018). Metaphor, hyperbole, and irony: Uses in isolation and in combination in written discourse. Journal of Pragmatics, 127, 71-83. https://doi.org/10.1016/j.pragma.2018.01.009
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. THE SYNTACTIC MEANS OF EMPHASIS IN THE ENGLISH PROMOTIONAL DISCOURSE;Moscow University Bulletin. Series 19. Linguistics and Intercultural Communication;2024-07-26