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Introduction. The dominant illocutionary goal of institutional advertising discourse is to exercise a suggestive (implicit) influence on a wide range of recipients. An urgent task of modern discourse is to determine a basic list of speech act alternations to ensure the perlocutionary effect necessary for the producer. Identifying their functional and pragmatic potential will make it possible to develop specific recommendations for achieving the initial operational goals of advertising.Materials and Methods. The main techniques of discourse-modus analysis allow analyzing the correlation of the formal explication of the addressee’s voluntary space and, based on consideration of conventionalization markers as the focal mechanism for promoting the author’s intentions into the general space of relevance, to form a list of the most effective descriptive speech acts.Analysis. There is a shortage of adequate terminological tools that allow precise nomination of the type and kind of speech act alternation in systemic analysis of the functional pragmatics of variable speech acts in advertising communication. Based on the contamination of various criteria features, the author’s classification was created, taking into account the illocutionary-semantic correlations of the utterance as a whole, the type and strength of the illocutionary function, the recipient’s focus and the initial prediction of the stimulus-reactive action in objective reality.Results. Meta-realization of the illocutionary goal in advertising communication is carried out within the framework of verbal conventionalization based on the use of commissives, expositives, and permissives; with verbal representation in the phatic-regulatory aspect through satisfactives, regulatives; in the process of discursive dialogization with the help of requests, invitives, injunctives, instructions and suggestions; in discursive reflection in narratives, argumentatives, descriptives and constatives. Direct instructions, instructions and suggestions, which demonstrate low frequency in institutional advertising discourse, have the greatest potential for message performatization. The degree of suggestive influence corresponding to the dominant illocutionary goal demonstrates an inverse relationship with the intensity and frequency of speech act alternations in the text.

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This is an exploratory article engaging with an advertisement that appeared on the billboards of Milan's metro network in December 2017. Investigating discourse as the prominent site for identifying the ideological assumptions embedded in language use and the existing social conventions emerging from them, the author argues that the use or frequency of sexist stereotypes does not necessarily mark a brand's alignment with sexism. The methodology adopted is a form of Bakhtinian stylistics, i.e., an analysis of texts with a view to evaluate the addressivity and answerability of utterances and investigate their heteroglossic and interindividual nature as well as their positioning within a specific community, time and place. Based on a constructionist and critical sociolinguistics matrix, this study focuses on style meant as the particular ways an individual uses language as social practice through which ideological assumptions emerge. [ABSTRACT FROM AUTHOR]

In the paper, on the example of the trend towards environmental friendliness, the specifics of the glocalization of modern advertising trends are considered. The authors proceed from the hypothesis that current social trends exploited by advertising discourse should be subjected to national customization. Glocalization is considered as the only way that ensures the effectiveness of global marketing processes. According to the authors, universal trends in different national linguistic and cultural communities will differ: the dynamics of globalization is constantly reinterpreted at the local level, leading to interpenetration of the global and the local. Thus, in advertising discourse, glocalization becomes a communication strategy that enhances the attractiveness of the product or service being promoted. The study of communication strategies used in the framework of adaptation activities in the foreign market is one of the important aspects of this issue, no less important is the consideration of the process of glocalization of global marketing trends – taking into account the value identity of a particular society. Current world trends at the local level undergo cognitive glocalization, which is objectified in language. In the case of the material selected for analysis (advertising of eco cosmetics), glocalization is carried out at all levels of the advertisement text (naming, the advertisement message itself, information on the package, etc.) through certain language tools. So, among the most frequent ones the authors note the use of place names, an appeal to precedent phenomena, stylization as folk poetic speech and some others, more specific means. The material for the study was the names and logos of Russian brands of natural cosmetics (more than 500), as well as more than 130 advertisement and PR texts that position and promote the products of Russian cosmetic eco-brands. During the study, the following set of methods was used: descriptive, analytical, functional, pragmatic, semiotic, complex intertextual analysis, as well as methods of systematization and classification.

The article is dedicated to the linguo-semiotic analysis of the functioning of polycode names as a manipulative tool in advertising discourse. The aim of the study is to describe the influence of non-verbal components on the expression of the illocutionary force of the name. The material of the study consists of polycode commercial designations identified through the author’s own internet monitoring and direct observation from 2021 to 2023. An examination of the situational context has been conducted, dominant signs in the structure of nomination have been identified, and the expressed meaning has been established. Word-formation models for creating names have been identified, classified according to the means of expressing illocutionary force. The use of similar models by commercial organizations from different fields of activity allows us to speak about the main trends in naming in advertising discourse. The author puts forward a projective hypothesis of manipulative influence: a stimulus-response situation is applied in advertising communication, and manipulation is realized through the tactic of imposition. It has been established that different situations are implicitly related in the message, for which loosely structured stimuli are used, which influence the formation of the addressee’s attitudes and program their behavior. It is concluded that in polycode commercial nominations, the technique of exploiting linguistic and non-linguistic behavioral stereotypes is used.

The aim of analyzing advertising discourse is to understand the methods of shaping the intended message to the recipient in order to influence and persuade. It also aims to uncover the mechanisms of persuasion as a distinctive speech process that combines both verbal and visual systems in its endeavor to influence and convince the recipient. It utilizes implicit and explicit persuasive techniques to attract and entice the audience to acquire the product through various advertising media and scenes. This can be applied to the promotional advertisement video for the new visual brand identity of Saudi Arabian Airlines, "Our New Logo," from a semiotic perspective. The analysis concluded that Saudi Airlines employed two dimensions in their verbal discourse: the congruent dimension and the suggestive dimension. The congruent discourse was evident, indicating a comprehensive development of Saudi Airlines' brand identity by offering services to travelers with a new approach. On the other hand, the suggestive discourse began with a headline that successfully captured attention by incorporating elements of attraction, attention, excitement, and intrigue, while posing questions to engage the recipient in watching the advertisement. The text itself fulfilled its suggestive function through the use of metaphors and deception, creating a collective socialist image in the recipient's mind by shaping it according to their imagination. The visual discourse contributed to reinforcing this collective socialist image in the recipient's mind through visual images and colors that served a non-verbal function, relying on their cultural reference and local identity to direct them towards the intended message. The analysis reveals that Saudi Airlines relied more on emotional appeals rather than rational appeals in their advertising discourse to promote their new visual brand identity. [ABSTRACT FROM AUTHOR]

Advertising discourse is one of the main manifestations of language nowadays. My main goal with this article is to demonstrate how advertising uses persuasion strategies to promote products and institutions, mobilizing memory and nostalgia. Methodologically, I carry out a discursive analysis of institutional advertising videos from the educational and automotive fields. I analyze three videos available on YouTube platform. Based on the analysis, I assert that advertising discourse constructs a process that I call nostalgic persuasion, through rhetorical strategies, mixing words and images, connecting the new in coexistence with the past. The main rhetorical-textual strategy used in this process is the argumentum ad antiquinovitatem. [ABSTRACT FROM AUTHOR]

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Данная статья посвящена изучению особенностей английской цветообозначающей лексики в рекламном дискурсе. Описываются возможности стимулирования потенциального потребителя к покупке на лингвистическом уровне. Раскрывается специфика английских цветообозначений в рамках гендерно-ориентированной рекламы. На материале каталогов одежды и декоративной косметики проведена классификация английских цветообозначений на основании мотивировочных признаков, среди которых наиболее обширными являются группы, ассоциирующие наименование цвета с флорой. Отдельного внимания заслуживает группа окказиональных наименований, в составе которой отсутствует сема цвета. Подобные цветообозначения часто соотносятся с оттенками цвета и апеллируют к эмоционально-чувственной сфере покупательниц, создавая словесный образ обозначения цвета одежды или декоративной косметики.

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This paper provides an integrated social semiotic framework for analyzing intertextuality in multimodal advertising discourse. Following the distinction between manifest intertextuality and interdiscursivity, our model entails the three interrelated components of explicating what the intertextual sources are, how they are constructed with multimodal resources, and how they interact with the promotional discourse. Analysis of 30 popular video advertisements shows the fundamental role of character voices and different social semiotic activities in achieving the purpose of promoting products and services. Through intertextual devices, the advertisements construct multiple identities, including authoritative and peer ones, to evoke different reading positions. In particular, the identity of middle-class urbanites sharing their experiences and values with the audience is dominant. The intertextual devices achieve promotional, relational, and entertainment functions, and the promotional function is realized through sharing, recreating, expounding, and reporting activities, while the recommending activities only occupy a very small portion of the screen time of the advertisements. The framework of multimodal intertextuality provides a useful lens for explicating the complex meaning-making resources, their communicative functions, and hidden ideologies in advertising discourse, which can further provide new insight into the social reality. [ABSTRACT FROM AUTHOR]

This article is devoted to determining the role of cultural and ideological codes in advertising communication and studying the peculiarities of their use in advertising Benetton brand products. The relevance of the study is determined, in particular, by the fact that the specifics of the perception of the advertising message, including the reduced attention of recipients to the advertising text, become the cause of provocative creative decisions, which are based on a deep analysis of consumer behavior, their habits and stereotypes. The authors note that in the professional activities of advertisers, the work with ideological and cultural codes is carried out in two ways: the advertising message is based on existing stereotypical mental attitudes or contradicts them. The material of Benetton brand advertising texts through semiotic analysis examines the company’s communication policy, built on a provocative appeal to cultural and ideological semiotic codes. With the help of trigger messages and visual images built on the use of idiologmes, religiogemes, mythologemes, culturemes, Benetton advertisers have created a semiotic basis for identifying the brand that is relevant to the general public. It is also noted that as a result, the brand has developed its own acutely social direction, which has become one of the main channels of communication with potential consumers of Benetton products. With the help of the social coloring of communications, non-standard solutions and the use of the laws of semiotics, the brand in question was able to achieve important economic and communication goals - to ensure differentiation against the background of competitors, to increase the loyalty of the target audience and its purchasing activity. The research material was more than 50 multi-code advertising messages - videos, as well as texts of printed and outdoor advertising. To achieve this goal, a descriptive and analytical method, semiotic and intertextual analysis were used.

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The article discusses the features of the use of Slovak phraseological units and paremias in modern advertising and newspaper texts of the Slovak press. In the theoretical part, the author’s interpretation of the concept of figurative intertextuality in the advertising text is given. Figurative intertextuality is understood as the similarity between the associative and semantic architectonics of two texts, which affects the deep perception of the meaning of the media text, taking into account the intellectual and emotive nuances that function at the subtext level. This aspect of the study of intertextuality is innovative. The practical part analyzes the facts of the representation of phraseological units and paremias in Slovak newspaper texts in two versions: reproduced literally (in the original form) and rethought, transformed. The analysis of the language material confirmed the trend towards active modification of phraseological units in Slovak advertising and newspaper texts, as well as the presence of a rich range of speech transformations of ready-made units of the language. In the analyzed Slovak exemplification material, examples with structural transformation occur twice as often as expressions with semantic and grammatical transformations. Phraseologisms and paremias, used in their original form, as well as deliberately transformed, are proof of the author’s high level of phraseological competence, their linguistic creativity and imagination. These facts become a characteristic feature of the individual author’s style. The results of the study can be used in the university practice of teaching courses in the theory of language and Slavic philology, as well as in Russian as a foreign language at the master’s and/or postgraduate level.

Advertising plays an indispensable role in spreading information and it highly influences and persuades consumers to act in a variety of ways. This paper investigates the distribution and use of interactional metadiscourse in Cosmopolitan in 2022, as well as analyzes the role they play in the construction of persuasion. A total of 50 advertisements were included, and both qualitative and quantitive methods were used in the analysis. Based on the classification model of interactional metadiscourse proposed by Hyland (2005), this study calculated the frequency of interactional metadiscourse in ads and explained how the author used these metadiscourse markers to interact with consumers. Results revealed that attitude markers and engagement markers appeared most frequently. It means advertisers are primarily focused on consumers, as they are effective means of persuasion. The study concluded that interactional metadiscourse successfully fulfills its persuasive function and contributes effectively to the success of ads. [ABSTRACT FROM AUTHOR]

The development of online media and the growth of the number of Internet users provoke the rise of new forms and genres, which initially appeared in the English language. In the sphere of business, it has become essential to have a website, the main compo- nent of which is the “About Us” section. Minitexts placed in this section in the course of time changed their focus from being merely informative to becoming advertising. This transfer of its functional value has led to the change in structural and semantic features of the text. The research aims at analysing linguistic features of the texts of the type mentioned. The research seems to be relevant because it deals with the media discourse which offers new ways of promoting goods and services. Such new forms require scientific treatment of their structure and content. The scientific novelty of the study lies in treating the above-mentioned texts from the point of view of their dynamics. The authors claim that there has been a functional change in the texts under consideration from them being informative to becoming promotional which caused the changes in their structure, contents, and volume.

The image of the target audience of training courses advertising is considered. The authors set a goal — to characterize the speech modeling of the addressee of advertisement on the basis of advertising discourse. The object of the study is the private discourse of Spanish courses advertising, the subject of the study is the language and speech units of the advertising text, which create a psychological and speech portrait of the addressee of the advertisement. The novelty of the study is seen in the fact that, on the basis of advertising texts, the communicative features of not their authors, but their addressees are analyzed. The relevance of the study is due to the importance of advertising discourse in modern mass culture, in particular, the interest in its influencing function. The authors dwell on the properties of the advertising text as one of the targeting tools, which is carried out due to the positive tone created by the system of language and speech units. The most active language and speech means of creating a positive tone in the text of advertising training courses are analyzed. Particular attention is paid to the vocabulary of different thematic groups. The authors conclude that the lexical composition of advertising training courses makes it possible to reconstruct fragments of the psychological and speech portrait of advertising recipients (students), to model their psychological characteristics, their range of interests and preferences.

This paper aims to show how ageing is represented in cosmetics advertising discourse, the purpose of which is to convince and seduce the female consumer. The article is mainly about deciphering the anti-ageing discourse through the analysis of the linguistic features as well as some visual strategies implemented by advertisers to promote the products which help fight the visible signs of ageing. Indeed, the multimodal analysis of the anti-ageing discourse in my French and English corpora, taken from recent issues of ELLE magazine (2020), enabled me to identify the textual and pictorial characteristics that are used by advertisers to convince the consumer that the unwelcome signs of ageing need to be erased. In light of the quantitative data obtained using LancsBox as a linguistic analysis tool, a contrastive study of the language related to the anti-ageing discourse has been established. The close scrutiny of the data has revealed similarities as well as differences in the two sub-corpora. In order to illustrate the bilingual and multimodal study, some examples selected from the corpus will be explored in detail.

The discourse of advertising, along with its functions and structure, has been studied for many years from several points of view. Modern communication relies both on explicit messages and, more frequently, implicit messages, which can be more effective in delivering an intimate promotional essence. The germinal idea behind this paper stems from the prototype theory—formulated by Rosch (1978) and developed by a number of other scholars (e.g., Geeraerts 2006; 2016; Ross and Makin 1999; Aitchison 1994)—and, more specifically, from the prototypical paths it generates (scripts). We explore the possibility of applying scripts to advertising. Of particular interest are the effects that changes to the script produce in terms of the promotional message and consumer perception of the advertised product. The advertising sphere chosen for this study is the US mineral water market; a corpus of Instagram advertisements, retrieved from the pages of the main US producers of bottled mineral water (2,223 tokens), was selected and both their verbal and non-verbal aspects were analyzed. The results confirm our hypothesis of the presence of script change in advertising: such results offer a basis for further research to establish a predictive model for advertising communication that can be applied to various advertising channels (commercials, digital advertisements, etc.) and different products.

В статье рассматриваются ценности педагогического дискурса, направленные на общепрофессиональную подготовку студентов. Знание профессионально значимых элементов предметного содержания, характерных черт различного вида текстов и коммуникаций, особенностей методологических принципов и методических приемов в парадигме филологического (лингвистического) знания совершенствуют языковые навыки студентов. Исследование выполнено на материале рекламного текста, обладающего значительным лингводидактическим потенциалом в формировании компетенций образовательной программы. Цель заключалась в исследовании педагогического дискурса, как системы ценностно-смысловой коммуникации субъектов в текстах рекламно-информационного жанра. Выявлены способы образования неологизмов (графические, фонетические, морфологические, лексико-семантические) в текстах рекламно-информационного жанра, как одного из наиболее продуктивных источников пополнения лексического состава английского языка. Результаты исследования показывают, что среди неологизмов преобладают «искусственные слова», созданные с помощью различных элементов английского языка.

The linguistic and semiotic configurations used in Pakistani advertisements propose a significant dimension in exploring the ways in which a beauty narrative centering on femininity is created and represented. In this context, this research examines the linguistic and semiotic features used in the Pakistani discourse of advertising to study the beauty narrative created by the advertisers through addressing the feminine. The data consists of the advertisement texts shared on the official Facebook pages of three cosmetic brands. A socio-semiotic approach to discourse analysis is used to study the linguistic and semiotic representations in the advertisement texts to examine how the feminine is portrayed in these advertisements with respect to style, attitude, identity etc. The findings indicate that a certain woman image based on the respective perceptions of feminine beauty ideals of the producers is created and represented that focus mainly on the white skin, young age, and glamorous persona. [ABSTRACT FROM AUTHOR]

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The main problem of the research is how to address the issue of violence against adolescents in the awareness-raising advertising discourse by standing on the connotations and suggestions that the visual advertisement carries in the context of its handling and treatment of the issue through linguistic and visual signs, using the semiological analysis method that depends on the qualitative approach to reveal the implicit meanings. The results of the study concluded that the campaign’s visual discourse was distinguished in the use of shots, camera movements and shooting angles; to implicitly show physical violence through a number of connotations and overtones out of respect for the spectator and social control. The study also revealed a distinct consistency and integration between verbal discourse and visual modes in a way that embodies the harmonious relationship between them in providing a realistic treatment for most of the negative educational methods prevalent in Egyptian society. In this way, the campaign gained realism and credibility for its adaptation to the cultural and social context of the target audience, as it is life situations and cultural beliefs in which many Egyptian families are similar. [ABSTRACT FROM AUTHOR]

Given the marked presence of humour in many areas of thought and language, as well as in people's social, emotional, and aesthetic experiences, it comes as no surprise that humour studies are considered an interesting interdiscipline worth studying. This paper is, therefore, an attempt at joining three academic fields, namely advertising discourse, Cultural Linguistics, and humour studies. The author will enquire into the operation of (debatable) humour applied in multimodal advertising discourse. She will make the cultural aspect the focus of attention in order to highlight the role of cross-cultural differences in the perception of humour. Based on her previous studies (Stwora 2020a, 2020b) on attitudinal responses to controversial humorous ads in English, she will join in an exploratory discussion with a view to showing the ways in which ad reception may be influenced by the culture-specific force of humour. Working towards a more comprehensive outlook on humour in use in the context of advertising discourse, the present paper will start with a few words on humour in general and on debatable humour in ads. Then, the cultural side of humour will be discussed. Finally, the author will discuss her research from the cultural standpoint. [ABSTRACT FROM AUTHOR]

The article is devoted to the study of semiotics in the advertising communication of web 2.0 network social services. The purpose of the article is to analyze the publications of various brands on social Internet services focused on communication with the consumer and the subsequent study of the features of the use of semiotics tools. The relevance of the article is due to the fact that the modern information society has increased interest in semiotic systems, including in the field of Internet communication. The modern vision of semiotics has gone beyond the traditional framework and defined it as part of global and local communication in web 2.0 social network services, not only between Internet users, but also in the areas of B2B and B2C. The study of the possibilities of semiotics in advertising communication on web 2.0 social platforms, using the example of search engine applications, the social network Instagram, and company sites, in this article is based on the works of R. Barthes, J. Baudrillard, Y. Lotman, and U. Eco. This material confirms our hypothesis that today, especially since the beginning of the pandemic, communication on web 2.0 services is not limited only to text with a picture/photos or videos, more and more often there are visualized scenes created with the help of graphic design with the use of symbols and iconic signs that are familiar to the consumer, which he easily decodes, since they are inscribed in his socio-cultural coordinate system. The innovation of the research is based on the fixation of modern criteria of advertising Internet communication: polycode, intertextuality and multimedia, used as a way of working with target audiences. The novelty of the material consists of the understanding that semiotics today is a new look not only at the branch of scientific knowledge, but also at the practical possibilities of sign systems in the digital age, when the sign becomes a part of the socio-cultural space, a trend of the global world, a tool for transmitting information, knowledge, positioning, a tool for manipulation, influence, and attracting attention. Thus, brands working with the audience in todays realities should take into account not only the product preferences of consumers, but also broadcast their social / civic activity.

The problem of creating institutional trust in modern Russian society is considered on the example of advertising activities of companies that produce and promote drugs on the consumer market. In order to identify techniques that contribute to the effective impact on the recipient – the formation of a trusting attitude towards the advertised product, the commercials shown on Russian television from 2010 to 2020 were analyzed. Using the methods of content analysis, discourse and stylistic analysis, elements of component and distributive analysis, it has been established that professional participants in medical advertising discourse use such techniques as the use of toponyms, lexical units borrowed from military discourse, terms, words with positive or negative connotations, presentation of statistical data, construction of a first-person statement, rhetorical questions. It was found that the mention of the country of origin of the drug, which is authoritative for the Russian consumer, has a positive effect on the confidence of patients in this drug; military vocabulary evokes associations with speed, accuracy, direction, strength and testifies to the effectiveness of the drug; medical, chemical, biological terms, statistical data objectify the transmitted information; rhetorical questions, self-narrative and others contribute to the establishment of close contact with the consumer.

The article departs from two non-referential functions of language — the poetic (expres­sive) and conative (appellative) functions — described by many linguists starting from Ro­man Jakobson and Karl Bühler. Their combined effect is shown using examples of linguistic techniques from the two types of discourse — the Russian literary avant-garde and the avant-garde advertising-propagandа — outreach. A discursive analysis of Russian literary (experi­mental) and advertising (avant-garde) texts is carried out from the standpoint of the theory of linguistic creativity. For each of the working subcorpora (artistic and advertising discourses of the 1910—1930s), the authors distinguish macro-discursive, micro-discursive and inter-discursive parameters that affect linguistic innovations at different levels — from phonologi­cal to pragmatic. It is concluded that the strategy of delayed, de-automated perception is im­plemented in the experimental literary discourse. It is achieved by focusing the message on its own form (the implementation of the poetic function). In the avant-garde advertising, the message should be as clear as possible in its form and should be easily perceived by an ad­dressee (the implementation of the conative function) not to focus attention on the text but rather on the action that the reader is expected to perform on the object of reference.

The contribution of this study is expressed in the following research question: is it possible to identify some implicit-explicit textual or visual elements that catalyze or distract audience attention on or from the advertised product? An analysis of a corpus of advertisements taken from the Instagram pages of the major companies operating in the US food and beverage market reveals that attracting or distracting attention on or from a product’s use or function is a frequent strategy. These elements may contribute to changing scripts in advertising and mental patterns in consumer perceptions. The items that signal the distraction or the catalyzation of consumer attention in the advertising message have been identified via the ARCO model (St.Amant forth., St.Amant 2022), based upon the concept of usability of products, which helps decode the process of recognition of a product in the consumer’s brain. Results are promising, as this theory may help advertisers make more effective moves in the dual, cooperative relationship with consumers and review promotional strategies to engage the audience in advertising communication.

В данной статье рассматривается системообразующий механизм презенса в рекламе косметических средств в русских и французских глянцевых журналах. В исследовании рекламный дискурс выступает в виде особой системы – среды функционирования презенса, в которой реализуются его стратегический потенциал. Выявление системообразующего механизма презенса предполагает построение динамической модели взаимодействия формы, функции (стратегии) и значения презенса в рекламном дискурсе. На материале двух языков анализируются стратегии информирования, компликации и идеализации, реализуемые презенсом, и присущие ему значения. Результаты исследования могут быть использованы в курсе лекций по теории языка, в спецкурсах по прагматике и межкультурной коммуникации, теории дискурса.

The article presents material supporting the thesis about the discourse register of emo­tions in their movement from poetic communications to non-poetic ones. The subjects of the description are emotives — linguistic signs of emotions. The part of the article that deals with poetry interprets emotives in multiple aspects: in the aspect of the grammar of poetic language and in their figurative representation. Within the frames of such grammatical categories as the imperative and subjunctive moods, emotives acquire typologically significant cognitive and semantic characteristics: a drive to display emotions, desire and the unattainability of the desired. The semantic features of emotives are revealed in the structures of the 'inner speech': in interrogative structures and pseudo-dialogical reflexions. The figurative representation of emotions is realised through conceptual metaphors, which bestow upon emotions new charac­teristics correlating to personal mental images of the emotional world. The linguistic means of representing emotions are closely linked to the features of the social period, to existential de­mands and to the state of public consciousness. The part of the article that is related to non-poetic communication interprets such links based on the examples of PR and advertising dis­courses. The particular "poetic" use of language is, of course, most obvious in poetry, but a broad understanding of the poetic function allows us to speak of the "poetic in the non-poetic". In the segment of the article related to non-poetical communication, linguistic repre­sentations of emotions and techniques for creating "referential illusions" are considered on the example of PR-discourse and advertising discourse. Attention is focused on discursive transformations associated with the formation of a mythological world in which its own spe­cial laws operate. In both discourse types, orientation towards results correlates with orienta­tion towards the message itself.

The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields.

F0 is an important cue present in all vocalic segments, a parameter to differentiate between voiced and voiceless consonants, a relative phonological feature of syllable in tonal languages and a crucial feature of intonation. This paper aims to investigate pitch variation patterns in Mandarin Chinese depending on the syllable information load (Factor 1) in one type of discourse – advertising with the subdivision into social and commercial ads (Factor 2) considering gender differences (Factor 3). 1249 syllable tokens were selected for acoustic measurements, each syllable occurring twice – in the informative and uninformative utterance parts. The information load was determined perceptually: the syllable was considered informative when agreed by the minimum of 60% of listeners, other syllables were considered uninformative. Depending on lexical tone (T1 – T4 and T0), the measurements included average pitch values, declination/inclination starting and ending points (mean values). These parameters were used to judge about relevant pitch features – average height and declination/inclination slope. As a result, a consistent parameter increase in commercial ads vs. social ads and on informative syllables vs. uninformative ones was observed for all tones except T0 that showed the opposite trend in expressing information-based partition. Another finding was tone substitution that marked both informative and uninformative parts but was more frequent in the latter. Substitute tone frequency ranks did not depend on any of the three factors except for T0. High predictability of pitch variation patterns make them applicable in teaching Chinese as L2 in terms of speaking and listening for general and specific purposes. [ABSTRACT FROM AUTHOR]

The aim of this paper is to analyse advertising discourse, as a form of social and linguistic phenomenon, from the theoretical point of view and then use this information to answer the question of why some advertisements in Montenegro are better at getting their message across and consequently attracting new/retaining old customers, while other advertisements seem to struggle with the precisely same task. To be able to answer this question, we designed and conducted ethnographic research in Montenegro in 2021. The question shall be answered from the perspective of customers and companies. [ABSTRACT FROM AUTHOR]

В статье изучаются особенности синергии мультимодальных эвиденциальных значений в рекламном массмедийном дискурсе. В качестве материла исследования выступают 1000 дискурсивных эвиденциальных контекстов, полученные из электронной версии американской газеты «The New York Times». В работе применяется метод лингвосинергетического эвиденциального анализа дискурса. Обращение к данному методу позволяет выявить и описать добавочную модусную семантику эвиденциальности, наряду с базовым значением данной категории, связанным с маркировкой источника сообщения. Проведенное исследование демонстрирует, что эвиденциальность может дополняться семантикой персуазивности, эмотивности, экспрессивности, оценочности, модальности, отрицания, аппроксимации и выражаться посредством разнообразных синергетических моделей сцепления в рамках реализации принципов взаимодополнения и взаимопроникновения модусных смыслов.

This article discusses the functional aspect of verbal self-affirmation in advertising. The main attention is paid to the practical application of verbal manipulation to recipient as part of the verbal filling of advertising materials. The verbal self-affirmation strategy, which is used to convince the addressee about the need for consumer actions, is examined in detail. The relevance of this study lies in the study of verbal manipulation in the framework of advertising discourse, since this topic is not sufficiently studied by modern linguistic science.

The ways of creating the country’s image in the texts of modern Russian commercial advertising, namely, such a variety, which is defined as nationally oriented advertising are discussed in the article. This type of advertising is considered as a multimodal complex, however, special attention is paid to the analysis of linguistic means that provide such advertising with a “reputation” base - it fulfills not only commercial, but also social tasks. The specificity of creating an image of the country in nationally oriented advertising by demonstrating the geographical and ethnographic features of “one’s own”, native, or “foreign” country and mythologizing “one’s own” or “foreign” national character is revealed. It is shown that the positive image of “own” country performs not only the function of promoting goods on the market, but also the function of persuasion and education. It has been established that the image of a “foreign” country ensures positioning in the domestic market of the producing country or the country with which the production tradition of the advertised product is associated. The conclusions and results of the study allow one to gain a more complete picture of the peculiarities of ethnomarketing, ways of manipulating a potential audience by appealing to national values and stereotypes, and contribute to advertology, political linguistics and linguoimagelogy.

The paper uses a structural-semiotic approach to analyse the advertising names of special events (festivals, marathons, competitions, exhibitions, fairs, and other campaigns and projects for mass appeal) held mainly in the Samara region. Such targeted events, differing in their format, status, topic, frequency, setting, and parameters of the target audience, cut across all spheres of modern Russian society. The paper deals with eventonyms, i.e. advertising proper names of various socio-cultural activities aimed at promoting an event. According to the research hypothesis, eventonyms are characteristically associated with the language of advertising and marketing discourse. Most event names include semantic components having a deliberate pragmatic effect on the addressee. They also perform an advertising function due to informative, attractive, and suggestive components, expressiveness, and emotional coloring. Using them as part of a creolized text maximizes the pragmatic impact of eventonyms through a combination of verbal and non-verbal constituents. The study specifies the status of eventonyms in the field of onomastics; analyses the communicative potential of the two main naming patterns (descriptive and symbolic); explores the pragmatic and suggestive potential of eventonyms and their typological characteristics. Apart from various advertising contexts, eventonyms are also used as keywords in media texts, having a direct impact on the success of a promotional campaign and communicative efficiency of the message. The properties of event names in advertising and information spheres are a priority object of modern linguistic pragmatics. Researching the communicative capacity of eventonyms is most relevant today due to the need for better utilization of this new soft power tool in order to manage its effect on target audiences.

The article is devoted to the study of the features of the social network Instagram as a communication platform for positioning and promoting goods and services, forming a personal brand. The relevance of the study is determined by a number of factors. The decrease in the popularity and effectiveness of traditional advertising tools and public relations, on the one hand, the growing popularity of various social networks as a modern marketing tool, the high level of involvement of the social media audience, the increasing orientation towards visual content while maintaining the importance of SMM text, on the other hand, has turned Instagram into the space of various marketing innovations and an interesting object of study. The author considers the main forms of information transmission offered by Instagram (post-publications, stories, live broadcasts, IGTV format), as well as the main types of positioning content, which ensures high audience engagement and the effectiveness of selling texts. Special attention is paid to the role of visual content. The advantages of non-verbal presentation of information, the specifics of interaction with the verbal component of the SMM text are considered. The material for the study was the polycode texts of a successfully developing, offering a variety of selling content for the Instagram account of the clothing brand 12Storeez (publications from 2019-2020 were considered). As a result of the analysis, the author identifies the main features of the modern SMM text, forms and functions of the most common types of content.

Is the way to conceive and develop the uses of argument in an ad for an antiwrinkle cream, a luxury product, a washing machine, a mobile phone, a computer, a perfume, a sanitary towel or a condom essentially the same or different? How does advertising reason? Does the taboo have any repercussion on the argumentative strategies used by advertisers when promoting a product? In order to answer these questions, we will focus on the arguments used in advertising as a whole and particularly on those normally used for some uncomfortable products (or 'unmentionable' ones) such as feminine hygiene products (sanitary towels and tampons) and prophylactics. [ABSTRACT FROM AUTHOR]

Multinational corporations use nationalism as a marketing tool to promote products. Vice versa, marketing facilitates positive images of the nation. The advertising of multinational corporations therefore covertly contributes to people's understanding of identity. It is against this background that this research investigates how the relationship between nation-states and multinational corporations is established in advertising discourse. Drawing on multimodal critical discourse analysis as a theoretical framework, this study examines a marketing campaign of the multinational supermarket chain Woolworths in Australia. The main research question is "How does advertising discourse establish a link between nation-states and multinational corporations?" To address this central question, this study investigates how (1) the world is represented in advertising discourse, (2) various imagined communities are represented in advertising discourse, and (3) Australia is represented as different from all other nations in the campaign. Findings suggest that banal forms of cosmopolitanism go hand in hand with banal forms of nationalism in the campaign. Under the guise of educating customers, these ideologies serve to promote consumption and brand the company as Australian. [ABSTRACT FROM AUTHOR]

Advertising is a powerful means of flowing information from sellers to buyers and it highly influences and smartly persuades people to do actions. This paper investigates the frequency and the use of the linguistic and the visual metadiscourse markers in SM advertisements, in addition to the role they play in the construction of persuasion. A corpus of 50 advertisements was extracted from three SM platforms: Instagram, Snapchat and Twitter, and both frequency-based and qualitative methods were integrated in the analysis. Drawing on Hyland's (2005a, 2005b) models of metadiscourse and Kumpf's visual metadiscourse (2000), the study compared the use of these two distinct types of metadiscourse, and explained how visual metadiscourse complements linguistic metadiscourse in constructing persuasive messages and enticing customers into buying products. Results revealed that all categories of visual metadiscourse, especially chunking, convention, and consistency, were highly evident in the data investigated. Results also showed that engagement markers and directives exhibited higher frequencies than other linguistic metadiscourse and they were employed as effective techniques of persuasive language. The study concluded that metadiscourse, both visually and linguistically, plays a vital role in structuring the discourse, engaging the audience, and catching the consumers' interest, thus becoming an integral aspect of persuasive writing. • The use of linguistic and visual metadiscourse in online advertising was examined. • Both verbal and visual metadiscourse play a role in the construction of persuasion. • Persuasiveness of the advertisements is achieved by the use of engagement markers. • Visual devices constitute meaning and help the reader get the desired message. • Advertising is a hybrid communicative process based on textual and visual elements. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação, Mídia e Consumo is the property of Escola Superior de Propaganda e Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Tekst i Dyskurs is the property of University of Warsaw and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Nowadays, universities heavily rely on digital marketing and social media to recruit more students and to generate interest in their schools. Digital marketing and online advertising constitute a kind of interaction between writers and their potential readers. This paper explores how such an interaction is achieved by investigating a wide range of linguistic resources that writers use to express their stance toward the content in the text and toward the reader. A corpus of 80 academic advertisements from 38 universities, totaling approximately 2,118 words, was compiled and analyzed using Hyland's (2005b) interactional metadiscourse. The corpus was searched manually for all categories of interactional metadiscourse, and all the reported cases were examined in context to ensure their validity. The results revealed a statistically higher frequency of engagement markers than stance markers. This extensive use of engagement markers, particularly directives and reader pronouns, is a strong indicator of a high degree of interactionality, personalization, and reader consideration. Universities use these engagement features to position themselves and their students in the world of academia and in the context of interaction, where they can successfully focus students' attention, acknowledge their presence, and guide them toward achieving mutual goals. [ABSTRACT FROM AUTHOR]

The study of advertising discourse in modern Russian science is dedicated to a large number of works, but there are not enough specific studies of the social sector of advertising today. However, at the present time, due to dramatic changes in the political and sociocultural life of Russian society, this type of advertising is of particular importance. This paper is aimed at the issue of the specific status of social advertising texts within the framework of modern advertising discourse. An advertising announcement is seen as a polycode text intended for the public in general. The authors pay particular attention to the unity of form and content as a mechanism to influence the awareness and emotions of consumers of advertising. The material for analysis is the texts of street (urban) advertising. The functional-stylistic, cognitive, descriptive, semantic-grammatical, quantitative methods, as well as methods of discourse and comparative analysis are used. By analyzing a large number of texts, the high-impact potential of socially directed advertising texts is concluded. Identifying the semantic dominants of the texts of social advertising allows the authors to conclude about its disciplinary and teaching (educational) functions and consider these texts as one of the tools of human education. It is suggested that specially designed advertising texts can raise people in the spirit of traditional national values, to form the actual value meanings in the minds of those who perceive them. The paper gives examples of polycoded advertising texts functioning today in the living urban area.

The aim of this paper is to study the meanings of the sign "novo mundo" from three advertising posts of Latam Airlines, published on its Facebook page. The clipping privileged the posts with image and text that the sign "novo mundo" was materialized, in a discursive sample taken between the months of March and September 2020. We present a theoretical section that we discuss the ideological sign according to Volóchinov (2017) and a section in which we deal with the question of the concrete utterance and its methodological approach from the Bakhtin Circle. The analysis links the three advertising posts with different moments of understanding of the Coronavirus pandemic by society: a "novo mundo" in emergence, in the first, a "novo mundo" in consolidation, in the second; a "novo mundo" as already given in the third. Finally, we consider that the "novo mundo" that Latam builds in its discourse is its way of coping with the pandemic and its ideologically constructed strategy to sell tickets, which occurs simultaneously with the resumption of society's economic activities. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to reveal the impact of cultural exchange on Japanese advertising discourse construction perpetuated through the idea of prestige. This phenomenon can be explained through the concept of mukokuseki (Jap. 無国籍) ‘lack of nationality’, a term which encompasses the idea of transculturality in Asia. In the context of globalization, erasing the identity or any sort of national mark enhances the absorption and integration of foreign elements and leads to reconsidering aesthetic communication. Japanese advertising discourse is based more on emotional reactions rather than cognitive ones, and this can be noticed through the extensive use of kawaii ‘cute’ symbolism. Considering that the idea encompassed by the concept of “cute” is present in any culture, and its effects are more or less the same, by freeing it from any cultural or societal restraints (mukokuseki), it becomes an intermediary space where traditional, national elements can overlap foreign ones without damaging the essence of the discourse, but on the contrary. Interculturality and inbetweenness manifests not only at the visual level but also at the linguistic level through hybrid language use: the coexistence of gairaigo (loan words) along wago (words deriving from Japanese) and kango (words deriving from Chinese). According to several studies, gairaigo and wasei-eigo (Japanglish, English words coined in Japan) create a special effect and often serve as euphemisms. Thus, we have selected three Japanese print adverts (displayed between 2000 and 2012) in order to explain the phenomenon by focusing on their sociolinguistic function and their impact on discourse construction. Advertising discourse has surpassed its primary economic function and has come to be a statement of the global world.

The article is devoted to the study of the features of verbal and visual representation of gender images in modern advertising texts. The relevance of the study is determined by the high acting potential of advertising as a regulator of behavior in society: advertising often becomes a model for the formation of life images, symbolic codes of social values that orient the individual, manage it, including the gender aspect. The author notes that advertising, on the one hand, uses social standards and stereotypes that have already been formed in society, and on the other, through gender advertising images it represents the consumer modern relations between the sexes, dictating a certain behavior model. As the material for the study, modern advertising videos (2015-2019) were chosen as multicode texts with great persuasive capabilities due to the simultaneous use of verbal, visual, and audio channels of perception. The author of the article relies on previously identified gender images in advertising by linguists, sociologists, psychologists, at the same time it is proposed to consider new images that have not yet become the subject of research. The variability of ideas about femininity and masculinity in the modern world is emphasized. The author develops a typology of gender advertising images.