THE ROLE OF LANGUAGE IN ADVERTISING AND CONSUMERISM
Keywords:
Keywords: brand identity, brand personality, cultural resonance, persuasion, consumer behavior, emotional engagement, advertising, potential customers, communication, a code system.Abstract
ABSTRACT: As globalization and intensification of informational and communicative interchange become very important functional languages begin to play a significant role in a contemporary society. The language of advertising is included into a number of functional languages. The language of advertising doesn’t represent only certain stylistic features as some philologists write. The language of advertising is a language for special purposes of special type that realizes all the functions of language. The researchers distinguish some features of languages for special purposes. The language of advertising is based on a certain ethnic language. The authors note that when we translate advertising texts from one language into another, advertising in this case is not just translation and transposition. The addresses have to understand not only the main sense of the massage, but also all its shades including extralinguistic. The results of the research can be used in other investigations in the sphere of advertising and in the process of teaching students to translate from Russian into English and from English into Russian.
