Evelina V. Boeva
Candidate of Philology, Assosiate Professor at the Department
of Ukrainian and Foreign Literature
State Institution «South Ukrainian National Pedagogical University
named after K. D. Ushinsky»,
Odessa, Ukraine
e-mail: evelinaboeva4@gmail.com
ORCID ID: https://orcid.org/0000-0001-5966-0538
Iryna A. Zhaboryuk
Candidate of Philological Sciences, Associate Professor at the Department
of Germanic Philology and Methods of Teaching Foreign Languages
State Institution «South Ukrainian National Pedagogical University
Named after K. D. Ushynsky»,
Odessa, Ukraine
e-mail: irinazhaboruke@gmail.com
ORCID ID: https://orcid.org/0000-0002-9479-4029
DOI: https://doi.org/10.24195/2616-5317-2025-40.4
SUMMARY
The article highlights the semantic and stylistic features of modern oral advertising discourse based on authentic texts of television and radio advertising. The relevance of the research is associated with the insufficient study of advertising discourse as one of the types of institutional speech communication and the importance of understanding the lexical and syntactic organization of sound advertising. The presented research aims to identify the semantic and syntactic features of English-language advertising discourse, which is characterized by social rules and “ritualized” frameworks of functioning. It has been proved that the structural organization of the advertising text is focused on optimizing the speech impact of advertising on the consumer. Particular attention is paid to thematic and keyword elements that construct the advertising image and communicate the core message of the text. It has been determined that keywords in advertising discourse are means of objectification of concepts – multi-dimensional formations that have value. As a result of the study, it has been revealed that the frequent concepts in modern English-language advertising discourse are individuality, pleasure, comfort, benefit, common sense, and success. It has been found that such means of expressiveness as allusion, metaphor, comparison, parallelism, various types of repetition, onomatopoeia, concentration of imperative verb forms, and connotative adjectives are widely represented in the analyzed advertising texts. Attributive word combinations and syntactic structures involving enumeration also play a crucial role in shaping the syntagmatic pattern of advertising discourse. The study proves that using various linguistic and stylistic means in advertising discourse creates expressiveness, which acts as its main stylistic feature. Poetic advertising, which is widely represented in English-language television and radio discourse, puts forward its requirements both to the material and the subject of advertising. The research findings allow us to identify the main linguistic trends, which are a direct reflection of the maximally directed pragmatics of the advertising text.
Key words: advertising discourse, English-language television and radio advertising, keywords, semantic and syntactic features, poetic advertising, linguistic and stylistic devices.
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