Studying and Classifying the Means of Expression of the Approximation Category as a Separate Linguistic Phenomenon in English Advertising Texts

Document Type : Research Article

Authors

1 Department of Foreign Languages in the Field of International Relations, Kazan Federal University, Kazan, Russia

2 Department of Theoretical Linguistics and Practice of Intercultural Communication, Pyatigorsk State University, Pyatigorsk, Russia

3 Department of Fashion and Technology, Kazan National Research Technological University, Kazan, Russia

Abstract

The paper addresses the present challenges in researching approximation as a distinct linguistic phenomenon and reveals that the criteria and procedures for evaluating approximatives have not received enough attention in the scientific literature. The article's goal is to examine and categorize the ways that English advertising materials represent the approximation category. The predominant approach in this study is the structural technique, which consists of distributive and transformational analyses for determining structural linkages as well as for transforming and redistributing language units. The linguistic devices that convey the essential ideas behind constructing an approximation of meaning in an English advertisement are the subject of much study. The study's analysis of the semantic-nominative groups of approximation allowed for the conclusion that the group of quantitative approximation is the most prevalent in the English-language advertising text in terms of both constituent count and representativeness, with qualitative approximation coming in second. Within the overall corpus of study, procedural and substantive approximation comprise a substantially smaller segment. The results indicate that the article's resources might be helpful for creating a unique course on the stylistics of English advertising texts and creating a useful manual for planning English advertising campaigns that will maximize their efficacy and optimization.

Keywords

Journal of Research in Applied Linguistics
Volume 14, Issue 3
Proceedings of the 3rd International Conference on Research in Applied Linguistics (ICRAL 2023), October 30, 2023, Kazan, Russia
October 2023
Pages 162-166

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