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ONOMATOPOEIA AS AN EXPRESSIVE MEANS OF THE ADVERTISING TEXTS (ON THE BASIS OF THE ENGLISH AND GERMAN ADVERTISING TEXTS) // Tomsk State Pedagogical University Bulletin. 2017. Issue 3 (180). P. 68-74

The theoretical part of the article dwells upon onomatopoeia as a lexical expressive means employed in the advert, the principles of referring a word to the onomatopoetic class of words (for example, the etymological label “imitative” in English and “lautmalende” in German), the classification of the onomatopoetic words in accordance with the source of the sound, as well as the reasons for using the words of the imitative origin by the copywriters. Due to the above said the practical part of the article consists of the adverts (both in English and German) containing the examples of onomatopoetic words used as notional parts of speech. The analysis (comparative in character) being made, it’s possible to conclude that the words of onomatopoetic origin function mostly as nouns in English, and verbs in German. Their principle roles in the texts are as follows: 1) to create an attractive acoustic image of a product; 2) to attract recipient’s attention to the specific characteristics of a product; 3) to single out the product from a range of similar goods, thus making it more effective for memorizing the brand by rhyming echo-phrases; 4) to increase the general expressiveness and emotional impact of the text; 5) to make it less formal and more laconic. Exclamatory interjections are also used in an advertising text making the latter not only less formal, more comprehensible for an average customer but also more compact and economically effective.

Keywords: onomatopoeia, an imitative origin of the word, lexical expressive means, advertisement

ADVERTISING TEXT AS A SOURСE OF CULTURAL AND LINGUISTIC INFORMATION // Tomsk State Pedagogical University Bulletin. 2018. Issue 8 (197). P. 9-13

Advertising text in English is considered at the intersection of two paradigms: linguistics and cultural studies. The relevance of the article is due to the ability of the advertising text to broadcast not only information about the product or service (price, parameters, benefits), but also about the way of British life and culture, and therefore it can be used in the process of learning language at the university. For example, the focus of our attention was on advertising texts from the magazine “The People’s Friend” – a magazine which is mainly intended for older women and is broadly traditionalist in outlook. Reading advertising texts contributes to the development of the skills of English language learners to decode, correctly interpret the hidden cultural codes in the text, to formulate their attitude to the information contained in the text and adequately use the acquired knowledge in speech. Analysis of several advertising texts revealed the attitude of the British to aging, wills, charity, burial: 1) elderly people’s life should be comfortable with help of the advertised devices (Stairlift, Easy-Air Bath Lift, safety seat); 2) it’s common to make a will and donate to a charity (leave a gift in your will, including World Cancer Research Fund in your Will, Please remember Battersea Dogs and Cats in your Will); 3) it’s common to take care of one’s burial (to plan your funeral, to pay your funeral, in advance); 4) people may be cremated after their death; some people may wear a locket with ashes typically after a funeral ceremony in memory of their loved ones (The locket opens to reveal a vial that can contain ashes as a memorial).

Keywords: text, advertising, commercial, cultural linguistics, cultural and linguistic component of the text, stereotype, tradition