The language of advertising and linguo-stylistic features of its text

ADVERTISING EFFECTIVENESS, PURPOSE, AND STRATEGIES
The advertising text means a complete graphic-textual unity. It follows from this definition of the advertising text that its components are both verbal and non-verbal means. Additionally, it influences the politics and structure of the media, turning them into a powerful lever of the economy. Moreover, advertising promotes ideas and values that are of key importance for the development of the economy. It actually regulates the consumer cycle, forcing people to buy things, use them and throw them away, then to purchase new ones. With the help of mass media advertising has a formative influence on the mass consciousness, promotes certain life values and attitudes. The main purpose of the advertising text is to convince the audience of the need to purchase a particular product or service. In terms of their importance in the global information process, advertising texts can only be compared with news texts. In English, two autonomous lexical units which are given below formed from one Latin word advertere, meaning turn around, are conveniently used to distinguish these two close, but different in meaning concepts:
1. advertising in the sense of «the industry that produces advertisements to be shown on television, printed in newspapers, magazines, etc.»; «the activity of advertising» (Oxford Advanced Learners` Dictionary); «the business of encouraging people to buy goods by means of advertisements» (London Dictionary of English Language and Culture);
2. advertisement in the meaning of «a public notice offering or asking for goods, services, etc.» (OALD); «something used for advertising things, such as a notice on a wall or in a newspaper; or a short film shown on television» (LDELC).
Any arbitrarily taken advertising text is perceived as advertising only in the unity of its verbal-graphic or audiovisual embodiment. Among the many ways of classifying advertising texts , three of the most traditional can be distinguished, based on the following criteria: the advertised object; the target audience; the media carrier of advertising. Thematic analysis of advertising shows that among the most common advertised products include cosmetics, perfumes, food and medicines, household appliances, clothing, cars. We can say that this conceptual set is universal for the advertising market of any country. At the same time, despite the general process of globalization of the advertising market, the thematic structure of advertising is culturally specific: the content of advertising in each individual country is characterized by a number of noticeable differences reflecting the peculiarities of social development in this particular cultural and linguistic area. The subject of advertising has a noticeable effect on the style of the advertising text. The language of fashion advertising is often based on tactile sensations, which is achieved through the use of adjectives that convey the quality of touch, the convenience of form and physical comfort. The advertising text tries to convey the properties of the advertised product both with the help of images and with the help of language, for example, the style of advertising expensive perfumes is usually refined and expressive:
„M‟ is for moments you’ll never forget.
For days marvelous with flowers and laughter.
For nights magical with means and old promises.
„M‟ Fragrances by Henry C. Miner.
It’s Magic.
Advertising cosmetics and perfumes for women in most cases is characterized by an exquisite style, replete with connotative phrases and other means of expression, which gives the text a very special sound, a unique tonality: Inside this jar you’ll find a radiantly-glowing skin, naturally-blushed cheeks, wondrous eyes and colour-kissed lips. Suddenly your skin has a radiant sun-kissed glow.
The style of car advertising seeks to recreate the impression of speed and efficiency: Its sleek, sporty styling shows a careful attention to aerodynamics. Low-slanting hood. Sharp high-tipped rear end. Air-clam front spoiler. And a wedge shape that slices air cleanly – all of which adds up to better fuel economy;
Classification by media-advertising medium – divides advertising into print (in newspapers and magazines), television, radio and Internet advertising. So, advertising on television is primarily a memorable video or a vivid visual image, accompanied by a minimal verbal text, often reduced to a brief advertising slogan. The main media feature of radio advertising is the use of all the richness of shades of the human voice and audio effects. Advertising in the press is based on a combination of a graphic or photo image with a verbal text of various lengths: from a short title to an expanded main text. The advantage of advertising in a newspaper is a large audience coverage at relatively low costs. Advertising placed in a special magazine aimed at a certain circle of readers accurately reaches the required audience. Radio advertising combines targeting the target audience with a fairly high frequency of playback. Finally, advertising on television is considered the most effective and expensive, as it provides huge opportunities in terms of influencing the audience.
The effectiveness of an advertising text depends on the successful combination of all its components: image, sound, image, verbal fabric. At the same time, researchers note the paramount importance of the verbal component of advertising – the verbal text. The verbal part of the advertising text has an internal structure: as a rule, this is the title, the main advertising text and the echo phrase. The purpose of the advertising title is to attract the attention of the audience and arouse interest in the advertised product or service. The advertising title contains an advertising appeal and the main advertising argument, which subsequently develops in the main advertising text, for example: