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ENGLISH LANGUAGE THE FIRST FACULTY ЕNGLISH LANGUAGE TЕАСHING METHODLOGY DЕРАRTMЕNT №1
STUDENT OF THE GROUP 401
SHERQULOVA MAHLIYO
“LEXICAL AND STYLISTIC ANALYSIS OF ADVERTISING
IN ENGLISH AND UZBEK”
This qualification paper is devoted - to the study of lexical and stylistic peculiarities of advertising in English and Uzbek.
Notably, the proposed research is focused on linguistic and stylistic analysis of advertisements, showing features of persuasive language of advertising.
1.
- To provide deep analysis of language of advertising from linguistic point of view and specify why advertisers use distinctive language than daily use of language?
2.
- To disclose the function and general peculiarities of the advertising language. such as deliberate deviation from norms (syntactically, semantically and grammatically, etc.
3.
- To draw on literary and linguistic theory for analyzing advertising texts.
The methodological foundation of this research The theoretical postulates and practical findings of outstanding scholars in the field of general linguistics and stylistics. Vast majority of scholars carried on research on this field. The scientists who work in this field are followings: S. Brierley, G. Cook, A. Goddard, K. Tanaka, G. Leech, H. Adam. The most popular in science work can be considered a textbook by G. Leech. In this field the role of Uzbek scholars is valuable. They are: D. Mamirova, I.Abdiyev, Z. Aliqulov, A. Boboqulov.
CHAPTER I. Review of literature on the lexical and stylistic features of advertising
1.1. Defining the concept of advertising
1.2. Definition of advertising language
1.3. Functions of advertising language
1.4. Lexical features of advertising
1.5. Stylistic features of advertising
CHAPTER II Levels of stylistics, style and language
2.1. Levels of stylistic analysis of linguistic features
2.2. Lexical choice of advertisements
CHAPTER III. Analyzing linguistic features of advertisements
3.1 Analysis of advertising characteristics in the English language
3.2 Analysis of advertising characteristics in the Uzbek language
ANALYSIS OF ADVERTISEMENT IN ENGLISH - Advertisement: “I’m Lovin’ It”
- Detail: ad of McDonalds’ restaurant chain
- Analysis: In this advertisement the stylistic devise - ellipsis is used. It means “to effect the customer with the least McDonald chooses an amazing slogan to stimulate people to buy their new products also an attempt to win back the hearts of young adults. The phrase “I’m Lovin’ It” triggers an appreciation and desire. But then McDonald’s “I’m lovin’ it” tagline is different. It may be wrong in grammar and spelling, but its deliberate deviation. The use of present continuous form “I’m lovin’ it” it may possess the quality of freshness and motion that gives the expression life and makes it more dynamic. That is why the present continuous tense (-ing) form is referred to as dynamic and not static.
ANALYSIS OF ADVERTISEMENT IN UZBEK - Advertisement : Yoz o'tadi soz (faqat chillachi bilan)
Summer goes wondrous (only with chillachi). - Detail: The ad for air-conditioner of Artel Company.
- Analysis: the above is short and crisp ad for an effective
impact. Generally using, simple sentences are quick and direct in conveying massage, while complex sentences will create some difficulty to the readers' understanding. Advertising copywriter uses distinctive simple straight forward language strategy to persuade people. Use of stylistic device -rhyme helps to catch the attention of customers, arouse their interest and create more impact. Moreover, using a famous proverb as a slogan makes this ad more eye-catching and easier to remember. Usage of simple sentence structure, adverbs is also suitable for the feature of persuasive language of advertising. Choosing the name “Chillachi" for the product also grabs the attention. “Chilla" is the word used to describe the hottest days of summer. Feeling the hottest days people think only about air conditioners. THE FINDINGS OF THE RESEARECH We defined, analyzed and described basic principles of advertising texts in this paper. The practical part of the research provides an analysis of language of advertising and served as a basis for the research parts. To be able to make analysis of slogans in such extent, we had to include all the aspects of language from phonological to semantic aspect. It can be said that advertisers use linguistic creativity as major tools to form a successful advertisement. Furthermore, lexical ambiguity and figurative use of words were the two means which were exploited most frequently in all the discussed examples of advertisements. These concepts enable the advertiser to catch the consumer’s attention and establish his/her interest in the product, which is the very purpose of advertising. Through our analysis of the advertising texts, we are able to notice that the advertisers use simple structures, most of which are presented in an imperative form as well as phrase form, usually chop the sentences into several parts with the cohesive devices and heavily punctuated.
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