Stylistic interpretation of advertising discourse

Alena Štulajterová

Stylistic interpretation of advertising discourse

Vol.1,No.1(2008)

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A position of advertising in contemporary society is evidently strong. It has become a part of our everyday life, infl uencing our opinions and decisions through different forms of media. One of the main objectives of copywriters is to create an advertisement which will attract reader’s attention and evoke interest in buying promoted product. There are more factors that help the creators to achieve this goal, yet the power of word plays the key role. This contribution presents some productive linguistic patterns which are effectively used in advertising discourse. We particularly want to emphasize the remarkable role of stylistically signifi cant devices in advertisements.

References

Boveé, C. L., Arens, W. F. (1992) Contemporary Advertising. New York: D. Irwin, Inc.

Crystal, D., Davy, D. (1969) Investigating English Style. London: Longman.

Galperin, I. R. (1971) Stylistics. Moscow: Higher School Publishing House.

Grygel, J. A. (1991) The World Book of Word Power. Chicago: World Book.

Jesenská, P. (2005) ‘Loan Words in English: Comparison to Slovak.’ In: English is a Key.
Ružomberok: Katolícka univerzita. 53-64.

Urbanová, L. (2006) ‘Interaction of spoken and written language in newspaper advertising.’ In:
Povolná, R., Dontcheva-Navratilova, O. (eds) Discourse and Interaction 2. Sborník prací
Pedagogické fakulty Masarykovy univerzity. Vol.198. Brno: Masaryk University. 173-180.

Wainwright, E., Hutton, J. (1992) Your Own Words. London: Longman.

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