Euphemisms Functioning in Advertising Discourse (by the Material of the French and Russian Languages)

This monograph deals with the problem of functioning peculiarities of graphic expressive means and grammar means in the language of modern Russian advertising. This research work treats the advertising discourse as a composite indirect speech act. Active use of adverbial modifiers of manner — deverbatives, elliptical and indefinite personal one-member sentences is characteristic of modern advertising texts. A most distinguishing feature of a modern advertising text is a mixture of Cyrillic and Latin fonts that contributes to the manifestation of an expressive potential of the application. The monograph is aimed at students of Philology, students major in Management and Marketing, masters, postgraduates, staff of higher educational establishments and all those who are interested in the Russian language.

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Appreciation in online English tourism advertising discourse: an appraisal analysis

Journal of Science and Technology Issue on Information and Communications Technology ◽

10.31130/b2018-196 ◽

2018 ◽

Vol 12 (133) ◽

pp. 33

Author(s):

như phùng thị thúy ◽

Khương Lưu Quý

Keyword(s):

Teaching And Learning ◽

Research Result ◽

English Teaching ◽

Tourism Advertising ◽

Advertising Discourse ◽

Appraisal Analysis ◽

Negative Counterpart

This research examines the manifestation of Appreciation system in online tourism advertising discourse. The data is picked out from ten advertisements posted on Youtube by Expedia Group, an American travel group and are qualitatively and quantitatively analysed with the help of the Concordance AntConc software. The findings show that three subcategories of Appreciation which are Reaction, Composition and Valuation coexist in this discourse with different distribution. Besides, positive Appreciation and its negative counterpart are unevenly distributed in the samples, with the rate of 1: 9. Negative Appreciation, however, contributes to the ignition of visitors’ curiosity and desire to discover the destinations rather evoke unfavourable views of the appraised. Besides the conclusion, some implications for applying the research result to English teaching and learning in Vietnam are also provided at the end of the paper.

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TRANSCREATION STRATEGY IN A MODERN ADVERTISING DISCOURSE

Bulletin of Kalmyk university ◽

10.53315/1995-0713-2021-51-3-97-105 ◽

2021 ◽

Vol 51 (3) ◽

pp. 97-105

Author(s):

A.S. Gerasimova ◽

◽

E.A. Sereda ◽

Keyword(s):

Advertising Discourse

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Applications, Implications and Limitations of the Semiotic Square for Analyzing Advertising Discourse and Discerning Alternative Brand Futures

SSRN Electronic Journal ◽

10.2139/ssrn.2000507 ◽

2011 ◽

Author(s):

George Rossolatos

Keyword(s):

Advertising Discourse

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Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Revista Brasileira de Linguística Aplicada ◽

10.1590/1984-639820156096 ◽

2015 ◽

Vol 15 (2) ◽

pp. 377-402 ◽

Cited By ~ 1

Author(s):

Laura Hidalgo Downing ◽

Blanca Kraljevic Mujic

Keyword(s):

Social Practices ◽

Integration Theory ◽

Social Changes ◽

Conceptual Integration ◽

Global Brand ◽

Advertising Discourse ◽

Changing Practices ◽

Conceptual Integration Theory ◽

Global And Local ◽

Different Cultures

This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from 2001-2009. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. Finally, we pay particular attention to the variation in a global brand campaign (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices.

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