Euphemisms in advertising discourse: Putting on a positive face and maintaining speech etiquette

Danilina, Elena A.; Kizyan, Ekaterina E.; Maksimova, Daria

doi:10.29366/2019tlc.3.1.1

Cited by 17 publications

(11 citation statements)

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“…I. D. Romanova and I. V. Smirnova consider methods of persuasion as features of rhetoric within the logo ("logical reasoning"), ethos ("company image") and pathos (emotional component ") [3]. E. A. Danilina, E. E. Kizyan, D. S. Maksimova summarize the experience of euphemization, positioned as a linguistic tool and a manipulation mechanism, "tuned" so as to "comply with generally accepted standards of speech etiquette" [4]. G. Mikhaleva presents the options for using the analysis of media advertising messages in the process of teaching students and points out that today it is difficult to find something completely new in the variety of "advertising techniques and tricks in the media" [5].…”

Section: Resultsmentioning

confidence: 99%

Advertising break in sustainability of education

2020

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The aim set by the authors of the present article is to consider the psychological, pedagogical, legal and economic contexts of the negative impact of advertising in the media (mass media) on the creative potential of population. The novelty of the undertaken research lies in an attempt to comprehensively assess the cause-and-effect relationships of one of the sides of the process of developing students’ fragmented thinking, which reduces stability of the educational system and, consequently, the stability of the entire society. Materials and methods include a review of analytical assessments presented in the Scopus, Web of Science, CyberLeninka, RSCI and others databases, as well as application of the methodology of analysis, synthesis, generalization of the results of qualitative author’s and secondary research. As a result of the study, systemic violations of the legislation on the protection of children from information harmful to their mental health were revealed. The economic effect of the systematic appeal of the media to advertising contexts was shown, which arises contrary to the laws of the economy, when the service to the consumer (viewer, reader, user of IT technologies) is not requested, but forcibly provided, while the cancellation of it is realizable only with additional payment for ad blocking by third parties. The article also reveals the negative effect manifested in the political stability of society, resulting from the long-term destructive influence of advertising on the viewer’s thinking through the formation of fragmentary thinking of citizens, minimizing the level of their readiness to establish cause-and-effect relationships in assessing individual activity and events in society. In conclusion proposals are given for eliminating violations of the law and increasing the stability of society on the basis of increasing the stability of the education system to the negative impact of external education.

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Section: Resultsmentioning

confidence: 99%

Advertising break in sustainability of education

2020

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“…This, in turn, corresponds to the argument assuming that language incongruity (digression) can cause a pleasant extent of excitement (Mohanty & Ratneshwar, 2016, p. 449). Thus, the positive nature and efficiency of a skillfully presented digression implies that the highly figurative language of advertising should create a more positive attitude to advertising than the literary advertising language (Danilina et al, 2019). This argument is further supported by evidence suggesting that the figurative language of advertising is always more memorable.…”

Section: Syntactic Rhetorical Tropesmentioning

confidence: 94%

Key Creative Features of Syntactic Design in English-Language Advertising Discourse

Malyuga¹,

Tomalin²

2020

IJEL

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The study suggests that the patterns of syntactical arrangement should be viewed as indispensable creative features in designing advertising messages and postulates that three crucial aspects need to be addressed in order to comprehensively describe the specifics and benefits of a well-reasoned application of syntactic inventory of the English language for the purposes of constructing advertising texts. The three aspects—namely sentence type, message length and rhetorical tropes—are discussed at length from the discursive-pragmatic point of view and drawing on the texts of English-language advertisements of non-specific thematic affiliation. The study uses continuous sampling to ultimately make out the most commonly utilized sentence types, the most extensively preferred promotional message length, and the most frequently registered syntactic rhetorical tropes. The latter are further on filtered down to make up a list of seven syntax-driven rhetorical tropes of the most valid efficiency, followed by substantiation and analysis thereof. The study makes a number of conclusions suggesting that ad efficiency is strongly premised on the adequate comprehension and application of syntactic inventory, which implies selecting the most appropriate sentence type, considering the benefits of syntactic compression, positioning the arguments in the most advantageous way possible, and making use of the most expedient syntactic rhetorical tropes in order to garner the attention of a potential consumer, add an element of surprise and build up a more favorable attitude towards the product being advertised.

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“…Advertising discourse is outstanding for its contribution to the construction of all sorts of stereotypes, including gender ones, and for its transmission of meanings that are frequently accepted as real (Buonanno, 2014;Sarkar, 2014). Advertising discourse uses different communicative strategies of manipulation that contribute to the promotion of the values and lifestyle of the consumer society (Danilina, Kizyan & Maksimova, 2019;Hackley & Hackley, 2017). In fact, advertising messages are a discursive practice used in order to persuade, to inform or to get attention.…”

Section: Literature Reviewmentioning

confidence: 99%

Towards a descontruction of symbolic violence in a sample of advertising discourse. A critical discourse perspective

Lirola¹

2022

Cuestiones de género

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This article examines the representation of women in the advertisements used by Dolce & Gabbana, in order to observe the examples of symbolic violence associated with women. The main objectives of this study are: 1) to deconstruct the main visual strategies used by Dolce & Gabbana to represent women in its newsletter; and 2) to characterize the main types of symbolic violence in the texts analysed. Data were collected from the newsletter used by Dolce & Gabbana to advertise their products through the internet from January to December 2016–19. The data are analysed based on the critical discourse analysis model of social actors proposed by van Leeuwen (2008) and Kress & van Leeuwen’s (2006) models of visual grammar.

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Euphemisms in advertising discourse: Putting on a positive face and maintaining speech etiquette

Cited by 17 publications

References 0 publications

Advertising break in sustainability of education

Advertising break in sustainability of education

Key Creative Features of Syntactic Design in English-Language Advertising Discourse

Towards a descontruction of symbolic violence in a sample of advertising discourse. A critical discourse perspective

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