Linguistic means of advertising text


  • Natela Phartenadze



          Advertising will use a rich range of expression techniques at all levels of language. Not so rarely, tropes are used in advertising. Types of the most common types of tropes: allegory, hyperbole, irony, metaphor, metonymy, comparison, epithet. The phraseological expressions are no less expressive. Journalists often use phraseology as not only in the language but also in the changed form. By updating the structure of the phraseological expressions, semantics, they create a new content. Different stylistic figures are also used in advertising. The most common speech figures are: anaphora, antithesis, gradation, inversion, parallelism, rhetorical question, ellipse and epiphora. Language expressions revitalize and promptly expresses the text. In linguistic literature it is highlighted that advertisements mostly contain simple sentences. Simple sentences are a universal rule, as it is related to briefly, clearly, clearly, dynamic, expressiveness, as it is related to advertising text because it should be quickly and effectively read by the reader / listener. It is also related to the influence of spoken language. The use of effective exclamatory sentences, which plays a role of a signal in the text, calls for action. The exclamatory modal constructions are also good, which express offers, invitations, convincing.  Effectiveness of the advertising text depends on all its components: successful reunification of image, sound, type and verbal content. In addition, researchers note the verbal importance of the verbal component of the advertisement - the verbal text. For an in-depth analysis of the issue, we will look at the structure of advertising texts in detail: There are two categories of advertising text: selected and basic. The selected text contains all the elements that the audience notices immediately after viewing the ad. These elements are grouped in a large font to attract attention and capture the reader in a quick manner. The main text of the advertisement contains the elements that the reader can read and understand. The basic text of the advertisement consists of five main elements that are almost always used in advertising: 1. title; 2. subheading; 3. Basic Text; 4. Signatures and comments; 5. advertising slogan.


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How to Cite

Phartenadze, N. (2023). Linguistic means of advertising text. LANGUAGE AND CULTURE.