ANALYSIS OF EUPHEMISTIC STRATEGIES FREQEUNTLY USED IN ADVERTISING DISCOURSE

Author:

STEPANYAN SYUZANNA1

Affiliation:

1. Yerevan Brusov State University of Languages and Social Sciences

Abstract

In the creation of advertisements marketologists make use of various linguistic devices and techniques, one of which, that is the euphemism, is the focus of our study. Euphemism appears to be one of the most potent linguistic tools that reinforces the persuasive power of the modern advertising discourse. Complying with the rapidly changing societal standards, movements and trends euphemisms help to shape the desired image of the product. The consumers often do not even realize what game they are drawn into, how skilfully they are tricked by marketologits. Meanwhile, this “game of euphemisms” stimulates the growth of consumerism.

Publisher

Yerevan Brusov State University of Languages and Social Sciences

Subject

Materials Science (miscellaneous)

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