scholarly journals Key Creative Features of Syntactic Design in English-Language Advertising Discourse

2020 ◽  
Vol 10 (5) ◽  
pp. 145
Author(s):  
Elena N. Malyuga ◽  
Barry Tomalin
Keyword(s):  
English Language ◽  
Sentence Type ◽  
Point Of View ◽  
Favorable Attitude ◽  
Continuous Sampling ◽  
Message Length ◽  
Potential Consumer ◽  
Advertising Discourse ◽  
Promotional Message ◽  
Rhetorical Tropes

The study suggests that the patterns of syntactical arrangement should be viewed as indispensable creative features in designing advertising messages and postulates that three crucial aspects need to be addressed in order to comprehensively describe the specifics and benefits of a well-reasoned application of syntactic inventory of the English language for the purposes of constructing advertising texts. The three aspects—namely sentence type, message length and rhetorical tropes—are discussed at length from the discursive-pragmatic point of view and drawing on the texts of English-language advertisements of non-specific thematic affiliation. The study uses continuous sampling to ultimately make out the most commonly utilized sentence types, the most extensively preferred promotional message length, and the most frequently registered syntactic rhetorical tropes. The latter are further on filtered down to make up a list of seven syntax-driven rhetorical tropes of the most valid efficiency, followed by substantiation and analysis thereof. The study makes a number of conclusions suggesting that ad efficiency is strongly premised on the adequate comprehension and application of syntactic inventory, which implies selecting the most appropriate sentence type, considering the benefits of syntactic compression, positioning the arguments in the most advantageous way possible, and making use of the most expedient syntactic rhetorical tropes in order to garner the attention of a potential consumer, add an element of surprise and build up a more favorable attitude towards the product being advertised.

scholarly journals Fulfillment of stylistic potential of the English-language advertising slogans in the Internet discourse

Litera ◽  
2021 ◽  
pp. 66-81
Author(s):  
Inna Vladimirovna Borisova
Keyword(s):  
English Language ◽  
Statistical Data ◽  
Online Advertising ◽  
The Internet ◽  
Statistical Data Analysis ◽  
Scientific Rigor ◽  
Continuous Sampling ◽  
Current Trends ◽  
Advertising Discourse ◽  
Advertising Content

The article examines the English-language advertising content of modern Internet discourse (2010–2021). Leaning on the existing theoretical postulates of Russian and foreign scholars in the area of advertising business and taking into account the accumulated discursive practices of scientific research, the author analyzes the examples of the authentic English-language advertising slogans for the purpose of determining most common and effective stylistic techniques. The validity of the acquired results is substantiated by scientific rigor in selecting the methods of research that correlate with the goals and tasks set by the author: continuous sampling, contextual analysis, statistical data analysis, descriptive and comparative methods. The results presented as a diagram most vividly demonstrate the current trends in fulfilling stylistic potential of the English-language advertising slogans to influence the Internet communicants in the most effective way. The specifics of the online advertising discourse is defined by the fact that Internet is an experimental platform for language artistry of the communicants, who are able to appreciate the nonstandard linguistic intentions of the advertiser and their creative implementation. The author offers to continue the analysis of the stylistic component of the online advertising discourse, as well as trace the dependence of the success of realization of the tactics and strategies of the advertisers on the use of certain stylistic techniques in advertising slogans.

scholarly journals Communicative and Pragmatic Functions of Lexical Blends in Advertising Discourse

2020 ◽  
Vol 12 (2) ◽  
pp. 68-75
Author(s):  
Olena Medvid ◽  
Kateryna Vashyst ◽  
Alyona Solomka
Keyword(s):  
English Language ◽  
Word Formation ◽  
Information Compression ◽  
Goods And Services ◽  
Potential Consumer ◽  
Analytical Structure ◽  
Pragmatic Aspect ◽  
Advertising Discourse ◽  
Communicative Impact

The article examines the communicative and pragmatic functions of lexical blends in advertising discourse. It determines that advertising discourse is an area that actively uses lexical blends due to its accuracy, information compression, and simplicity of formation. The concept of advertising, which is defined as a special type of communication, the purpose of which is to have a communicative impact on a potential consumer, has been clarified. The article also describes the classification of advertising types according to various criteria. The main goal of advertising is defined, that is, influencing both specific individuals and society as a whole, and the main purpose of an advertising text is determined, that is to attract attention and promote sales of goods and services. The concept of blending as one of the most productive ways of word formation in the English language (the language of analytical structure) has been clarified. The authors determine that blending represents the great potential for giving the word an expressive and evaluative color compared to other word-formation ways. They consider and describe the potential of blends not only in Germanic (English and German), but also in Slavic (Ukrainian) languages, having the different — synthetic structure. Examples of blends in English, German, and Ukrainian advertising discourse are analyzed. The research studies the communicative and pragmatic functions that reflect both the speaker's attitude to the content of the message and its recipient. The article defines that the communicativeness of the blend is in its ability to establish contact with the message recipient, and the pragmatic aspect is to convince the consumer to buy the advertised product. This article provides an up-to-date idea of the communicative and pragmatic functions of blends in English, German and Ukrainian advertising discourse, as these lexical units strive for expressiveness, evaluation, brevity, and help to attract the attention of the reader or listener.

Tauchnitz for Translators. The Circulation of English-language Literature in Finland

2019 ◽  
Vol 16 (2-3) ◽  
pp. 161-179
Author(s):  
Outi Paloposki
Keyword(s):  
Foreign Language ◽  
English Language ◽  
Book History ◽  
Language Skills ◽  
Point Of View ◽  
Book Production ◽  
German Publisher ◽  
Language Literature ◽  
Selection Of

The article looks at book production and circulation from the point of view of translators, who, as purchasers and readers of foreign-language books, are an important mediating force in the selection of literature for translation. Taking the German publisher Tauchnitz's series ‘Collection of British Authors’ and its circulation in Finland in the nineteenth and early twentieth century as a case in point, the article argues that the increased availability of English-language books facilitated the acquiring and honing of translators' language skills and gradually diminished the need for indirect translating. Book history and translation studies meet here in an examination of the role of the Collection in Finnish translators' work.

The Analyses of Learning Strategies in English as a Second Language: Theoretical Classification and Measurement Test

2020 ◽  
Vol 4 (2) ◽  
pp. 118-129
Author(s):  
Asti Gumartifa ◽  
◽  
Indah Windra Dwie Agustiani
Keyword(s):  
Language Learning ◽  
Learning Outcomes ◽  
Learning Strategies ◽  
Learning Process ◽  
English Learners ◽  
English Language ◽  
Point Of View ◽  
Effective Learning ◽  
The Impact

Gaining English language learning effectively has been discussed all years long. Similarly, Learners have various troubles outcomes in the learning process. Creating a joyful and comfortable situation must be considered by learners. Thus, the implementation of effective learning strategies is certainly necessary for English learners. This descriptive study has two purposes: first, to introduce the classification and characterization of learning strategies such as; memory, cognitive, metacognitive, compensation, social, and affective strategies that are used by learners in the classroom and second, it provides some questionnaires item based on Strategy of Inventory for Language Learning (SILL) version 5.0 that can be used to examine the frequency of students’ learning strategies in the learning process. The summary of this study explains and discusses the researchers’ point of view on the impact of learning outcomes by learning strategies used. Finally, utilizing appropriate learning strategies are certainly beneficial for both teachers and learners to achieve the learning target effectively.

THE USE OF THE TRANSLATION METHOD IN MASTERING THE TERMS

2019 ◽  
pp. 87-95
Keyword(s):  
International Relations ◽  
English Language ◽  
Structural Features ◽  
Point Of View ◽  
General Classification ◽  
Optimal Methods ◽  
Foreign Companies ◽  
The Social ◽  
Problems Of Translation

The article is devoted to the role of Tourism terminology in linguistics and the issue of general classification, peculiarities in the expression and translation of terms related to tourism in English into Uzbek and Russian, as well as the choice of the most optimal methods for translating terms in accordance with the requirements of this professional sphere. The terminology of the English language tourism is distinguished by its brightness, versatility. Tourism terms are formed under the influence of a generalized lexical layer of language and perform a specific functional function.Tourism terms are formed through the affixation method (prefixation, suffixation, circumphixation) and get rich through the process.The terminology of English Tourism is distinguished by its content and structural features, forming a part of the language vocabulary from the linguistic point of view. Texts in the field of Tourism take into their composition concepts of Tourism and interpret them in their content. They will be mainly in the form of advertising, as well as enlighten information about a particular region or place, create informational precedents and ensure their manifestation in the social cultural presence. The relevance of the study of the problems of translation of terms in the field of tourism has been investigated, mainly due to the development of international relations, expansion of cooperation between local and foreign companies, as well as the increase in this area of communication.

TO THE PROBLEM OF PHRASEOLOGICAL UNITS REFLECTION IN DICTIONARIES OF DIFFERENT TYPES

2020 ◽  
pp. 130-142
Author(s):  
Е.М. Григорьева
Keyword(s):  
Detailed Analysis ◽  
English Language ◽  
Sampling Method ◽  
Semantic Features ◽  
Continuous Sampling ◽  
Translation Equivalent ◽  
Different Types ◽  
Individual Source ◽  
Graphic Illustration ◽  
Characteristic Features

Постановка задачи. Статья посвящена детальному анализу фразеологизмов английского языка различных тематических групп и особенностям их регистрации в англо-английских и англо-русском словарях и справочных пособиях. Рассматривается ряд характеристик, которые отличают фразеологические единицы от свободных словосочетаний. Кроме того, исследуется вопрос включения пословиц в состав фразеологического фонда того или иного языка. Впоследствии отобранные методом сплошной выборки фразеологические единицы классифицируются по различным основаниям, а также проводится детальный анализ особенностей их отражения в представленных изданиях. Результаты. Осуществляется классификация фразеологизмов по следующим категориям: функция в коммуникации, определяемая их структурно-семантическими особенностями, а также тематическое деление. Отдельно рассматриваются фразеологизмы-эвфемизмы, относящиеся к нескольким тематическим группам, среди которых смерть, ругательства и беременность. Выделяются и описываются характерные особенности организации микроструктуры (словарной статьи) каждого отдельно взятого издания. Выводы. На основании проведенного анализа регистрации английских фразеологизмов сделаны выводы о том, что данная лексика получает подробное и точное отражение в справочниках. Проведенный анализ теоретической литературы показал правомерность включения пословиц во фразеологический фонд, поскольку они принадлежат к культурному наследию того или иного народа и воспроизводятся в речи в исходной форме. Тип и адресат справочника определяют особенности организации словарной статьи, а также компоненты, которые входят в нее (дефиниция, переводной эквивалент, иллюстративный пример, грамматическая, стилистическая, региональная и этимологическая пометы, графическая иллюстрация). Statement of the problem. The article is devoted to a detailed analysis of the phraseological units of the English language of various thematic groups and the features of their registration in the English-English and English-Russian dictionaries and reference books. Features that distinguish phraseological units from free phrases are studied. More than that, the question of belonging proverbs to phraseological stock is studied. Then phraseological units selected by the continuous sampling method are classified according to different grounds, and a detailed analysis of the features of their reflection in the analyzed sources is carried out. Results. Phraseological units are classified into some categories according to the following criteria: function in communication, determined by their structural and semantic features and thematic division. Phraseological units-euphemisms related to several thematic groups, including death, curse words and pregnancy are studied. The characteristic features of microstructure organization of each individual source are described. Conclusion. The analysis of English phraseological units registration showed that this lexis is reflected in dictionaries in a proper way. Theoretical literature analysis shows justification of proverbs inclusion into phraseological stock as they are a part of national cultural heritage and are reproduced in speech in the basic form. Further, the author comes to a conclusion that dictionary type and addressee of the reference book determine features of microstructure organization and their components (definition, translation equivalent, illustrative example, grammar, stylistic, regional and etymological labels, graphic illustration).

scholarly journals Being a journalist in a multilingual country: Representations of Dutch among Belgian French-speaking journalists

Multilingua ◽  
2019 ◽  
Vol 38 (3) ◽  
pp. 231-251 ◽  
Author(s):  
Catherine Bouko ◽  
Olivier Standaert ◽  
Astrid Vandendaele
Keyword(s):  
Qualitative Interviews ◽  
Point Of View ◽  
Daily News ◽  
News Broadcasts ◽  
Flemish Community ◽  
Tv News ◽  
French Speaking ◽  
Public Broadcaster ◽  
Rhetorical Tropes ◽  
French Speaker

Abstract In this paper, we examine how the francophone TV audience is introduced to the Flemish community and its language through daily news broadcasts. More specifically, our research looks at how the Dutch language is used when francophone journalists prepare and produce their reports – during all stages of the process –, up until the actual broadcast. We therefore conducted 15 qualitative interviews with TV news journalists employed by the Belgian French-speaking public broadcaster. The interviews were organized around eight topics, e.g. the place of Dutch in the newsroom and the languages chosen during interactions with Dutch-speaking interviewees. From a discursive point of view, we focused on the selected lexical terms and rhetorical tropes (the various uses of the litotes, in particular) to unpack the journalists’ practices, in relation to their representations of Dutch. Our study provides notable insights into their representation of the differences between French- and Dutch-speaking Belgians as a generational issue, their tendency to assess their proficiency in Dutch measured against bilingualism, as well as their wish to beat the cliché of “the unilingual French-speaker”. These observations are coupled with criteria which explain why French might be preferred in the end: the TV audience’s comfort, general intelligibility and subtitling constraints.

scholarly journals The Impact of Texting on Standard English: The Students’ Perspective

2019 ◽  
Author(s):  
Jamal Kaid Mohammed Ali ◽  
S. Imtiaz Hasnain ◽  
M. Salim Beg
Keyword(s):  
English Language ◽  
Negative Impact ◽  
Negative Attitude ◽  
Point Of View ◽  
Standard English ◽  
Perceptions And Attitudes ◽  
English Second Language ◽  
Esl Learners ◽  
The Impact ◽  
Academic Year

Overindulgence in social networking, in general, and texting, in particular, is much in practice. It is cutting across various population boundaries and has almost assumed an endemic proportion. Its consequential impact on the standard language has acquired greater importance. This paper aims to determine the perceptions and attitudes of English Second Language (ESL) learners at Aligarh Muslim University towards the consequences of texting on Standard English. The data were collected through a five-point scale questionnaire from ninety students who were enrolled at Aligarh Muslim University during the academic year 2010-2011. The respondents completed a 16-item questionnaire. The students from which the data were collected were grouped according to their levels. The results indicate the negative impact of this new usage of the language in breaking the rules of English language and influencing their literacy. Moreover, the questionnaire results from respondents' point of view show that regardless of their heavy use of texting, most respondents have a negative attitude towards texting and they viewed it as a threat to Standard English.

scholarly journals PREPARATION TECHNIQUE FOR WRITING ESSAYS AT INTERNATIONAL EXAMS IN ENGLISH

2020 ◽  
Vol 224 ◽  
pp. 72-79
Author(s):  
E.V. Bessonova ◽  
◽  
I.K. Kirillova ◽  
YU.A. Tarabarina ◽  
◽  
...  
Keyword(s):  
Foreign Language ◽  
Language Proficiency ◽  
English Language ◽  
Main Idea ◽  
Point Of View ◽  
Task Orientation ◽  
Preparation Technique ◽  
Essay Writing ◽  
High Level ◽  
International English

Today experts with a high level of proficiency in a foreign language are considered in demand in the labour market. The level of foreign language proficiency is confirmed by a high test result of international exams in a foreign language. The essay is a mandatory part of international English language exams such as TOEFL, IELTS, and Cambridge Advanced English. We examined the requirements and assessment criteria for the essay writing exam task. The task assesses the level of speech skills formation necessary to create your own pieces of writing in a foreign language. As part of the research, we developed a technology for teaching writing based on a product-oriented approach. According to the technology we have identified the following stages of text production: task orientation, text planning, text writing, and text self-editing. We have also proposed a set of exercises aimed at developing following skills: task understanding, formulating the author’s point of view and its proving with relevant examples, planning a cohesive and coherent text, text division into paragraphs, highlighting of the paragraph’s main idea, development of the idea in the text, expressing ideas in the text logically in accordance with the rhetorical structure of English essay, usage of lexical cohesive means, text self-editing. This technology was tested during experimental training; its results prove the effectiveness of the proposed technology for teaching essay writing according to international English language exams requirements.

scholarly journals UTTERANCE NOMINALIZATION PECULIARITIES BY MEANS OF PERSON NAMES IN THE ENGLISH AND TATAR LANGUAGES

2021 ◽  
pp. 28-33
Author(s):  
Эльмира Рафаилевна Ибрагимова
Keyword(s):  
English Language ◽  
Point Of View ◽  
Second Person ◽  
Person Pronoun ◽  
Peripheral Type ◽  
Autonomous Functioning ◽  
Similarities And Differences ◽  
Colloquial Speech

В данной статье анализируются высказывания из национальных лингвистических корпусов татарского и английского языков с точки зрения возможности их номинализации посредством наименований лица, включенных в состав данных высказываний. Рассмотрены как традиционно выделяемые типы номинализации - события, факта, пропозиции, так и номинализация посредством наименования лица как периферийный тип. Установлено, что как английское, так и татарское номинативное предложение не выполняет по отношению к называемому одушевленному лицу функции субституции и конкретное наименование лица, выражая признак, обладает лишь предикативной референцией. Выявлены сходства и различия в функционировании наименований лица как средства номинализации в английских и татарских высказываниях. Сделаны выводы о том, что в английском языке автономное функционирование наименования лица как отдельного предложения возможно только в разговорной речи. В стилистически нейтральных высказываниях английского языка всегда имеет место глагол. В татарском языке оценка может выражаться как наименованием лица, так и прилагательным. В обоих языках достаточно частотными являются наименования лица, образованные от имен прилагательных путем инверсии. И в английском, и в татарском языках исследуемые примеры довольно часто содержат сопровождающее местоимение второго лица. This article analyzes the statements from the national linguistic corpus of the Tatar and English languages from the point of view of their nominalization potential by means of the person names in these above-mentioned statements. The author considered both the traditionally distinguished types of nominalization (events, facts, propositions) and nominalization by the person name as a peripheral type. It has been established that both the English and Tatar nominative sentences do not fulfill the function of substitution in relation to the named animate person, and the specific person name expressing the feature has only a predicative reference. The similarities and differences in the functioning of the person names as the means of nominalization in English and Tatar expressions have been revealed. The author concluded that in English the autonomous functioning of the person name as a separate sentence is possible only in colloquial speech. In stylistically neutral expressions of the English language, a verb always occurs. In the Tatar language, the assessment can be expressed both by the person name and by the adjective. In both languages, the person names formed from adjectives by means of inversion are quite frequent. In both the English and Tatar languages, the studied examples quite often contain an accompanying second person pronoun

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