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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