Ключевые слова: рекламный текст, заголовок, слоган, логико-композиционные модели, прагматическая направленность, лингвальные, экстралингвальные компоненты.
Zelinska O.I. Lingual Characteristics of Ukrainian Advertising Texts. – Manuscript.
Thesis for a Candidate degree in philology on speciality 10.02.01 – Ukrainian language. - Skovoroda Kharkiv State Pedagogical University. Kharkiv, 2001.– 203 p.
The Thesis centers on the semantic, structural, compositional and lexical features of advertising texts created in Ukrainian language. The connection between positive pragmatic tendency and purposeful selection of verbal components for advertisements was fixed.
All forms of advertising communicate some message to a group of people. The effectiveness of this communication mostly depends on the verbal part of advertisements. Advertising text is the verbal presentation and art is visual presentation of the message strategy. First of all, the advertisements are considered as informative texts. Texts were found out to result from the dynamic interplay of various semantic, semiotic, aesthetic, social, ideological processes within them, which also operate in the culture outside them. The audience member is involved in the work of the text and the production of its meaning; his or her own knowledge, social position and ideological perspective is brought to bear on the process of the construction of meaning. Advertisements do not simply manipulate us, they create structures of meaning which sell commodities not for themselves as useful objects but in terms of ourselves as social beings in our different social relationships. So the pragmatic aspects of advertising were taken into account while studying Ukrainian advertisements.
The most important approaches to text composing have been highlighted in the thesis. The creative essence of copywriting is to see a product in a fresh way to explore its possible effects on reader, to explain the product's advantages in a manner that causes the reader to view the product with understanding and appreciation. The chief approaches used to describe products, developed in the course of research, are the factual, the imaginative, and the emotional. In the factual approach, a text deals with reality. Focusing on the facts about the product that are the most important to the reader, copywriters explain the product's advantages. A fact is no less a fact if it is presented imaginatively. According to imaginative approach, the art of creating copy lies in saying a familiar thing in an unexpected way. By emotional approach, copy using psychological appeals of love, hate, or fear has great impact. The core of any advertisement is information, copy approach or style can lift copy out of humdrum and it greatly influence verbal components of an advertising text.
It is proved on the Ukrainian advertising materials that the structure for most ads is: promise of benefit in the headline (and may be the spelling out of the promise in a subheadline), amplification of stiry or facts, proof of claim, and action to take.
The most important and expressive copy elements are headlines and slogans. The lingual features of Ukrainian headlines have been studed in the research work. The product centered, reader-centered and advertiser-centered headlines have been brought to light in the work.
A slogan sums up the theme for a product's benefits. It needs to be a memorable message of few words. Effective Ukrainian slogans, like ones created in other languages, are short, memorable, easy to repeat, most impertant, helpful in differetiating the product or the company from its competitors. Ukrainian folk and fraseological means are good constructive materials for successful slogans and headlines.
The thesis investigates logical and compositional models of advertising texts that were created in Ukrainian language, such as announcements, descriptions, presentations, factual explanations, question-answers, problem-solutions, testemonials or endorsements, play or act around the product etc.The list of copy models can not be completed because creative process in advertising can not stop. So the great variety of lingual componens is necessary for effective copywriting.
Observation of Ukrainian language copies showed that advertising language is a loaded language. Its primary aim is to attract our attention and dispose us favorably towards the product or service on offer. Advertisers use language quite distinctively: there are certainly advantages in making bizarre and controversial statements in unusual ways as well as communicating with people using simple, straightforward language. Copy-writers are well known for playing with words and manipulating or distoring their everyday meanings; they breake the rules of language for effect, use words out of context and even make up new ones. The thesis deals with specific character advertising texts language.
Catching our attention and imagination and aiding memory are perhaps the primary functions of advertising language: unusual and stylish words and short, crisp sentences are easy to understand repeat and remember. And our memories are also served by brand names, slogans and catch phrases, rhythm and rhyme, alliteration, snatches of song or verse and of course endless repetition. In addition to conveying meanings and feelings through the judicious and experimental use of vocabulary and syntax, language can function not just as a sign system but also as a sign itself.
Regarding to the language of Ukrainian advertisements the conclusion was made that a text should be written in simple, meaningful, expressive, easy to read manner. The stylistic variety of lexical components is conditioned by diversity of advertised objects. Words not only describe things, then they communicate feelings, associations and attitudes – they bring ideas to our minds.
Grammar structure of advertising texts have been studied and special features distinctive for Ukrainian advertisements are shown.
Advertisements are becoming an inescapable and powerful part of our environment. Ukrainian advertising is a fast developing domain with great creative possibilities. Language is the most important means of successful advertising.
Key words: advertising copy, headline, slogan, logical and compositional models, pragmatic tendency, lingual means.