THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA
With the rise of modern technologies and the implementation of new businesses and brands, the urge for publicity has generated a demand for advertisements. As the key factor for spreading awareness and attracting new consumers, advertising has gained power by employing the written word as the best m...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Lithuanian |
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Kauno Kolegija (Kaunas University of Applied Sciences)
2023-07-01
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| Series: | Mokslo Taikomieji Tyrimai Lietuvos Kolegijose |
| Subjects: | |
| Online Access: | http://ojs.kaunokolegija.lt/index.php/mttlk/article/view/591 |
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| _version_ | 1832576162991177728 |
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| author | Gabija Konopacka Dinalda Simuntienė |
| author_facet | Gabija Konopacka Dinalda Simuntienė |
| author_sort | Gabija Konopacka |
| collection | DOAJ |
| description | With the rise of modern technologies and the implementation of new businesses and brands, the urge for publicity has generated a demand for advertisements. As the key factor for spreading awareness and attracting new consumers, advertising has gained power by employing the written word as the best means of communication. Social media platforms (Facebook, Instagram, Twitter, Pinterest and many others) are chosen more and more often as they are used by a profuse number of potential customers. A lot of companies have acknowledged that thoughtfully chosen linguistic tools might enhance the popularity of the promoted product or service. Thus, the article aims to unveil the effectiveness of phonetic and semantic devices in advertisement slogans, analyse linguistic peculiarities that boost public interest and curiosity, specify which linguistic techniques evoke most of the emotions and make the advertisement both gripping and memorable. The research was based on the application of theoretical and descriptive comparative linguistic analysis methods. Having analysed a great many advertisement slogans, the number of samples carefully elucidated and presented in this article was 13, as they contained the required linguistic segments set in the objectives of this research, i.e., onomatopoeia, alliteration, rhyme, and rhythm, as well as denotative and connotative elements of the lexical meaning.
The article reveals that the proper use of linguistic devices benefits to attract and manipulate the target audience; phonetic devices enable to reach the effect of memorability, whereas semantic devices play a crucial role in the domain of emotions. |
| format | Article |
| id | doaj-art-e3fd7366331e4b41b7a9e0b49b8f4d90 |
| institution | Kabale University |
| issn | 1822-1068 2335-8904 |
| language | Lithuanian |
| publishDate | 2023-07-01 |
| publisher | Kauno Kolegija (Kaunas University of Applied Sciences) |
| record_format | Article |
| series | Mokslo Taikomieji Tyrimai Lietuvos Kolegijose |
| spelling | doaj-art-e3fd7366331e4b41b7a9e0b49b8f4d902025-01-31T10:29:12ZlitKauno Kolegija (Kaunas University of Applied Sciences)Mokslo Taikomieji Tyrimai Lietuvos Kolegijose1822-10682335-89042023-07-0111951110.59476/mtt.v1i19.591THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIAGabija Konopacka0Dinalda Simuntienė1Kauno kolegija Higher Education InstitutionKauno kolegija Higher Education InstitutionWith the rise of modern technologies and the implementation of new businesses and brands, the urge for publicity has generated a demand for advertisements. As the key factor for spreading awareness and attracting new consumers, advertising has gained power by employing the written word as the best means of communication. Social media platforms (Facebook, Instagram, Twitter, Pinterest and many others) are chosen more and more often as they are used by a profuse number of potential customers. A lot of companies have acknowledged that thoughtfully chosen linguistic tools might enhance the popularity of the promoted product or service. Thus, the article aims to unveil the effectiveness of phonetic and semantic devices in advertisement slogans, analyse linguistic peculiarities that boost public interest and curiosity, specify which linguistic techniques evoke most of the emotions and make the advertisement both gripping and memorable. The research was based on the application of theoretical and descriptive comparative linguistic analysis methods. Having analysed a great many advertisement slogans, the number of samples carefully elucidated and presented in this article was 13, as they contained the required linguistic segments set in the objectives of this research, i.e., onomatopoeia, alliteration, rhyme, and rhythm, as well as denotative and connotative elements of the lexical meaning. The article reveals that the proper use of linguistic devices benefits to attract and manipulate the target audience; phonetic devices enable to reach the effect of memorability, whereas semantic devices play a crucial role in the domain of emotions.http://ojs.kaunokolegija.lt/index.php/mttlk/article/view/591advertisement sloganlinguistic devicesproduct promotioneffectiveness |
| spellingShingle | Gabija Konopacka Dinalda Simuntienė THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA Mokslo Taikomieji Tyrimai Lietuvos Kolegijose advertisement slogan linguistic devices product promotion effectiveness |
| title | THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA |
| title_full | THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA |
| title_fullStr | THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA |
| title_full_unstemmed | THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA |
| title_short | THE USE OF LINGUISTIC DEVICES IN ADVERTISEMENT SLOGANS ON SOCIAL MEDIA |
| title_sort | use of linguistic devices in advertisement slogans on social media |
| topic | advertisement slogan linguistic devices product promotion effectiveness |
| url | http://ojs.kaunokolegija.lt/index.php/mttlk/article/view/591 |
| work_keys_str_mv | AT gabijakonopacka theuseoflinguisticdevicesinadvertisementslogansonsocialmedia AT dinaldasimuntiene theuseoflinguisticdevicesinadvertisementslogansonsocialmedia AT gabijakonopacka useoflinguisticdevicesinadvertisementslogansonsocialmedia AT dinaldasimuntiene useoflinguisticdevicesinadvertisementslogansonsocialmedia |