The Effectiveness of English Language Tools in Attracting Advertising Attention

Document Type : Research Article

Authors

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

2 Department of Technology and Entrepreneurship, Kuban State University, Krasnodar, Russia

3 Department of Clothing and Footwear Design, Kazan National Research Technological University, Kazan, Russia

Abstract

The goal of this study is to determine the parallels and divergences between advertising texts by examining how well language tools work to draw readers' attention to contemporary English advertisements. This study's scientific novelty lies in its attempt to compare English advertising texts using linguistic and structural characteristics as a lens. The analysis of lexical tools in advertising text expression is presented in this article. The extralinguistic, functional, and linguistic components of advertising style are recognized through the analysis of lexical units. Using English advertising texts from radio, newspapers, magazines, and television, we examined the impact of language on the creation of advertising slogans. In terms of lexical expressive devices, alliteration, metaphor, and visualization were the most frequently used in both languages. These instruments boost the efficacy of the advertising text by drawing the recipient's attention to the benefits of the promoted product.

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 167-171

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