THE LANGUAGE OF ADVERTISING WITH THE CONCENTRATION ON THE LINGUISTIC MEANS AND THE ANALYSIS OF ADVERTISING SLOGANS DIPLOMOVÁ PRÁCA JANA LAP ANSKÁ UNIVERZITA KOMENSKÉHO V BRATISLAVE PEDAGOGICKÁ FAKULTA KATEDRA ANGLICKÉHO JAZYKA A LITERATÚRY tudijn odbor: U ite stvo v eobecno-vzdelávacích predmetov pecializácia: Anglick jazyk a literatúra – panielsky jazyk a literatúra Vedúci diplomovej práce: PhDr. Radoslav Pavlík Dátum obhajoby: október 2006 BRATISLAVA 2006
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THE LANGUAGE OF ADVERTISING WITH THE CONCENTRATION ON
THE LINGUISTIC MEANS AND THE ANALYSIS OF ADVERTISING SLOGANS
DIPLOMOVÁ PRÁCA
JANA LAP ANSKÁ
UNIVERZITA KOMENSKÉHO V BRATISLAVE
PEDAGOGICKÁ FAKULTA
KATEDRA ANGLICKÉHO JAZYKA A LITERATÚRY
tudijn odbor: U ite stvo v eobecno-vzdelávacích predmetov
pecializácia: Anglick jazyk a literatúra – panielsky jazyk a literatúra
Vedúci diplomovej práce: PhDr. Radoslav Pavlík
Dátum obhajoby: október 2006
BRATISLAVA 2006
Many thanks to my diploma supervisor PhDr. Radoslav Pavlík for his valuable advice
and professional help during elaboration the work. I also want to thank my friend
Marek Mrázik for his comments and his interest in the fascinating world of
advertising which influenced me to choose this theme.
Jana Lap anská
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ABSTRAKT
Lap anská, Jana: The Language of Advertising with the Concentration on the
Linguistic Means and the Analysis of Advertising Slogans. Diplomová práca,
Univerzita Komenského. Pedagogická fakulta, Katedra anglického jazyka a literatúry.
Vedúci diplomovej práce: PhDr. Radoslav Pavlík. Bratislava: Pedagogická fakulta
UK, 2006. 82 s.
Práca poskytuje anal zu jazyka reklamy z lingvistického h adiska a pecifikuje
jazykové prostriedky pou ité v reklamn ch textoch. Práca priná a poznatky o pou ití
jazykov ch prostriedkov v reklame v tla i. Analytickou metódou autor zistil mieru
pou itia jednotliv ch jazykov ch prostriedkov v reklamn ch sloganoch, aj vo vz ahu
k produktovému zameraniu.
k ú ové slová: reklama, reklamn slogan, jazyk reklamy, komunikácia, jazykové
prostriedky.
4
ABSTRACT
Lap anská, Jana: The Language of Advertising with the Concentration on the
Linguistic Means and the Analysis of Advertising Slogans. Diploma thesis. Comenius
University. Faculty of Education, Department of English Language and Literature.
First we wrote out the advertising slogans and collected the research material.
Once completed the list of slogans, we made a linguistic analysis of them and
determined the linguistic means used in each of them (p. 51 – 71). We made an
overall observation and stated questions and hypotheses. Then we produced a table of
attributes for exact enumeration of linguistic means (supplement B). This table was
the basis for the measurable evidence. From the table we could make the general
statistics and consequently generate graphs and interpret data. The interpretations and
explanations of graphs are on pages 72 – 76.
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Photography
1. CATCH EVERY MOMENT. Olympus camera Imp. 2. Winning results, time after time. Pentax camera idiom ‘time after time’ = on many or all occasions; Nph; comma is
used unnecessarily; non-grad Adj
3. Cameras at the ready, the 2004 Photo Award is here! Panasonic ellipsis ‘Have the cameras at the ready’; idiom ‘at the ready’ = ready
for immediate use; exclamation; clipping
4. THE TOUGHER THE BETTER.. Lowepro bags idiom ‘the…the…’; 2x grad Adj in comparative form 5. meet the king of prints Photobox online
laboratory Imp.; graphics; metaphor: ‘king’ = the best + visual metaphor:
picture of Elvis Presley (king of music); assonance of /i/; hyperbole
8. Expanding your creativity with Interfit. Interfit Dec.; non-finite V 9. The route to better photography Sekonic Nph; metaphor; grad Adj. in comparative form; ‘photography’ =
metonymy for all photographs
10. Sharing Your Passion For Photography elinchrom Dec.; ellipses of subject and verb ‘We are/Elinchrom is sharing…’;
non-finite V; sound / /
11. You can CANON Canon Dec.; AuxV; conversion with brand name 12. JESSOPS. NO. 1 IN PHOTOGRAPHY JESSOPS apposition; parataxis; metaphor; 2x Nph; Num 13. make the paper work better Imajet paper Imp.; assonance of /ei/; personification ‘paper to work’; grad Adj in
comparative form
14. NEOTEC. THE ONLY TRIPOD WITH BUILT-IN ZOOM. NEOTEC apposition; parataxis; metaphor; 2x Nph; non-grad Adj + compound
Adj.; hyperbole
15. 15 When you only get one chance, take it with Fujifilm. Fujifilm Imp.; ‘get one chance’ = collocation; ellipsis ‘chance to take a
photo’; cohesion it a) take it – chance (idiom) b) take it – photo; finV; present; active
16. “It’s the abstract in nature that fascinates me – the ability to make you see things completely anew.” Daren Seymour
Fujifilm
quotation; intertextuality
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Good Food
17. GET HEALTHIER WITH 5 MINUTES OF CRUNCHES EVERY DAY.
Ryvita
Imp.; grad Adj in comparative form; Num; metonymy – ‘crunches = eating crunches’
18. Solgar ingredients are selected on quality. Not price. Solgar Dec.; parataxis; fin. V; passive; present; new rheme
19. Waitrose. The best of everything this Christmas. Waitrose champagne
apposition; parataxis; metaphor; 2x Nph; grad Adj in superlative form; hyperbole
20. expecting guests? Bigham’s gourmet canapés … just pop them in the oven for 10 minutes, relax & wait for the doorbell to ring!
Bigham
Int.; ellipsis ‘Are you expecting…’; non-finV; ellipsis – ‘Take
Bigham’s gourmet canapés and then just pop them…’; genitive; grad Adj in basic form; 3x Imp.; cohesion ‘them’; Num; metaphor – ringing doorbell = guests; hyperbole
21. Real stock. Real simple. Knorr Simply Stock is just that. Knorr Nph; AdjPh; metaphor; parataxis; anaphora; parallelism; Dec.;
present; finV; active; hyperbole
22. If your kitchen costs less you can work less. IKEA Dec.; 2x present; 2x finV; 2x active; 2x grad Adj in comparative
form.; AuxV; logical implication
23. Live your life, love your home. IKEA parallelism; 2x Imp.; alliteration of /l/; rhythm; metaphor: If you love
your home and live your life, IKEA is for you.
24. Life shouldn’t be this easy. 2 – tronic fingertip gears. Convenient gear changing that’s always within reach. Also with electric sliding doors. From only £10.850.
25. Burgundy. The home of Pinot Noir. Burgundy wine apposition; parataxis; metaphor; 2x Nph; metonymy – ‘Pinot Noir’
stands for all Burgundy wines
26. Jus-RolTM Jus delicious. Cook this simple but stunning recipe in jus 20 minutes.
Jus-Rol ready pastry sheets
ellipsis – ‘Jus Rol are Jus delicious.’; unpredictable spelling of ‘just’; pun of a brand name; Imp.; 2x epithet; sound of /s/; Num; hyperbole; 3x grad Adj in basic form
27. The ideal Christmas present. (And, it’s already wrapped!) Treat yourself to something special, try Wyke Farms Farmhouse Cheddar.
WYKE FARMS
Nph; 2x grad Adj in basic form; parataxis; Dec.; exclamation; present; passive; finV; 2x Imp.; hyperbole; rhyme; rhythm
28. It’s never just another day. Arniston Bay wine
Dec.; finV; present; active; hyperbole; metaphor
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Computer act!ve
29. 1000 years of heritage Arniston Bay wine
Num; Nph 30. SPANISH CLEMENTINES ARE NATURE’S SWEETS.
ALL THE GOODNESS OF THE SPANISH SUN IN ITS OWN PHONE LITTLE WRAPPER.
Dec.; finV; present; active; non-grad Adj; 2x metaphor; genitive; epithet; grad Adj in basic form; ellipsis of verb ‘of the Spanish sun is in…’; clipping
34. Get juicing with the Magimix Le duo Magimix juicer Imp.; conversion: ‘juice’ (N) new word ‘to juice’ (V)
35. Potty about food? a Gastronaut book
Int.; ellipsis ‘Are you potty…’; grad Adj in basic form 36. It is a pleasure to eat good meat. Campbell’s
Dec.; finV; active; present; non-finV; rhyme ‘eat – meat’; grad Adj in basic form
37. Simply süper for süpper parties! Available in Sainsburys, Tesco and Waitrose and other Gü-d supermarkets.
GÜ chocolate puds
Dec.; exclamation; 2x ellipsis ‘It is simply/ It is available …’; unpredictable spelling ‘süper’for ‘super’ + ‘Gü-d’ for ‘good’ – adapted acc. to brand name GÜ
38. BioFresh & NoFrost – a cool combination Liebherr fridge ‘cool’ – homonymy/polysemy 1. very cold, 2. non-problematic, great;
2x Nph; metaphor
39. EAT TO YOUR HEART’S CONTENT… Mornflake idiom = as much as you want; Imp.
40. Enjoy more of your favourite entertainment. MESH computers Imp.; grad Adj in comparative form; grad Adj in basic form
41. .euphoria. STRATO is giving away 100.000 .eu Domains Europe wide!
STRATO webmaster
Nph; unpredictable spelling; personification ‘Strato is giving away’; PhrV ‘give away’ = as a gift; Num; non-grad Adj; compound; Dec.; exclamation; finV; present, active
42. Clear Picture, Clean Sound – PureAV AV home cinema 3x Nph; parallelism; alliteration in /kl/; metaphor; 3x grad Adj in
basic form
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Gardeners’ World
43. Sony recommends Windows XP for Business. More than you’d expect Less than you thought
Sony
2x Dec.; 2x finV; 2x present; 2x active; antithesis; parallelism; comparison; 2x grad Adj in comparative form; ellipsis ‘It is more than…and less…’; AuxV
44. the biggest brands at low low prices dabs.com Nph; grad Adj in superlative form; hyperbole; grad Adj in basic
form; pleonasm
45. 16 Tiny dots. Astonishing detail. Canon 2x NPh; alliteration in /t/ and /d/; 2x grad Adj in basic form
46. 14 To tackle weeds permanently you have to get to the Root of the problem.
Bayer Garden
non-finV; Dec.; AuxV; poysemy –root; collocation ‘get to the root of the problem’; metaphor – ‘problem’ = ‘weeds’
47. The Iron Rose Bayer Garden connotation ‘iron’ = ‘very strong and resistant’ like if it were from
iron; Nph
48. Gladiators of the garden, advance and choose your weapons. Efco brushcutter addressing; metaphor – ‘gladiators’ are ‘brushcutters’; 2x Imp.;
metaphor – ‘weapons’ = good knives, for example
49. Professional results start with STIHL. STIHL Dec.; finV; present; active; grad Adj in basic form
50. The complete range of versatile master gardeners tractors Nph; 3x grad Adj in basic form; metaphor – ‘gardener’ = tractor
51. 17 Looks different works better. Viking 6 series. Easy start, quick finish.
Viking mower
Dec.; ellipsis ‘It looks… and works…’; parataxis; 2x finV; present; active; 2x parallelism; antithesis; 3x Nph; 3x grad Adj in basic form; grad Adj in comparative form; visual metaphor: a goat with a missile on its back
52. Not trying it would be a Greek tragedy. CARTE D’OR icecream
non-finV; AuxV; Dec.; intertextuality 53. aD’ORABLE CARTE D’OR
a word pun 54. No other pain-relieving gel works like Deep Relief. Deep Relief
68. Gingery Fudgy nutty creamy mischievous mouthfuls. chocolate Nph; parataxis; ‘fudgy’ – neologism; 5x epithet; 5x grad Adj in basic
form
69. Obeys when spoken to (unlike most blokes). New 2006 Fiesta. Ford Dec.; ellipsis ‘It obeys…’; finV; present; active; ‘bloke’ – a man
(informal); Nph; personification ‘a car obeys’; Num; epithet
70. In their eyes, they can tug forever. Eukanuba gives their teeth the strength they need.
Eukanuba
2x Dec.; AuxV; 2x finV; 2x present; 2x active; rhyme ‘teeth – need’; rhythm; collocation ‘in their eyes’ = to see the situation from their point of view; personification ‘Eukanuba gives’; ‘they need’ – a) they = dogs b) they = teeth
a word pun: affixation ‘to spread’ ‘spreadable’, original phrase: ‘Incredible edible’; ellipsis ‘Anchor is…’Nph; AdjPh
72. TAKES YOU MILES AWAY IN SECONDS. LEXUS Dec.; ellipsis ‘It/Lexus takes…’; personification ‘Lexus takes’; idiom
‘to be miles away’ = figurative: to be thinking deeply about sth and not aware about of what is happening around you. + literal: miles away = very far; finV; present; active
73. 19 We have hidden 400 CDs in this picture. Guess where? BANG & OLUFSEN
Dec.; 1st Pl narr.; finV; pres. perf.; active; Num; inicialism; Imp.; visual metaphor – mp3 system is able to compile 400 CDs of music
74. First to bring broadband internet to your seat. First to give you access to your network in flight. First to let you follow your team at 35.000 feet. All for this one moment.
Lufthansa
parallelism; anaphora; ellipsis ‘Lufthansa is/ We are the first…’; 3x non-finV; non-grad Adj; collocation ‘in flight’ = when it is flying; ‘follow your team’ = figurative: watch the match of your favourite team; Num; hyperbole; ellipsis ‘Lufthansa does all for…’; graphics
75. the bigger they are, the longer they take bmi small British airline
idiom ‘the…the…’; 2x grad Adj in comparative form; Dec.; 2x finV; present; active; parallelism
76. PETER’S SCANNER. MICHAEL’S COPIER. MARY’S FAX MACHINE. EVERYBODY’S HP COLOR LASERJET.
hp
parallelism; 4x genitive; 5x Nph; graphics
77. Fight wrinkles! Renew collagen in just 48 hours. Lancôme 2x Imp.; exclamation; hyperbole; Num
78. Yes. Great skin can be created. Clinique
exclamation; grad Adj in basic form; epithet; AuxV; Dec. 79. What extraordinary love looks like. Cartier
Int.; (the question mark is missing); grad Adj in basic form; epithet; simile ‘extraordinary love looks like Cartier’; finV; present; active; figurative: ‘love looks’
80. This year, old man winter will be conquered by a little squirt. Olay body lotion Dec.; grad Adj in basic form; metaphor: ‘winter’ = old man; AuxV;
metaphor: ‘a little squirt’ = body lotion
81. love this skin you are in Olay Imp. or ellipsis ‘You should/may/etc. love…’; rhyme ‘skin – in’;
rhythm
82. The new Chevy HHR is proof that cool can be useful & useful can be cool.
Chevrolet
Dec.; epithet; 3x grad Adj in basic form; antimetabole; 2x AuxV
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83. THE WORLD’S BEST COSMOPOLITAN STARTS WITH GREY GOOSE L’ORANGE.
GREY GOOSE vodka
Dec.; finV; present; active; grad Adj in superlative form; genitive; metonymy: ‘cosmopolitan’ stands for all cosmopolitans (name of alcoholic long-drink); ellipsis ‘starts with adding grey…’
84. Proof…not promises. EA anti-aging treatment
ellipsis ‘It’s/ Give me a proof, not …”; logical antithesis 85. reveal your glimmering blond highlights Pantene
Imp.; 2x grad Adj in basic form; epithet 86. discover your jewel-like brunette Pantene
Imp.; affixation 87. needle or not? How do you plump your lips? Lose the needle. (No
needles. No waiting. No kidding.) LIPFUSION XL
non-finV; 2x Int.; finV; present; active; Imp.; the needle = metonymy for ‘plastic operations’; parallelism; anaphora
88. Give a new woman to your husband. You. Guitay body optimizer
Imp.; epithet; grad Adj in basic form; a dot used where a dash would be appropriate
89. The curls of your dreams. Now available when you’re awake. OUIDAD Nph; ellipsis of verb ‘…dreams are now…’; grad Adj in basic form;
finV; present; active; unconventional collocation ‘the curls are available’
90. IN CASE OF FIRE STOP, DROP & ROLL AROUND. fire spicy cinnamon chewing gum
Dentyne
3x Imp.; PhrV ‘roll around’ = to be laughing so much that you can hardly control yourself.; Nph; 2x grad Adj in basic form; non-grad Adj; Picture shows two people rolling on the floor.
91. Discover the secret for truly radiant skin. Aveeno Imp.; metaphor: ‘secret’ = Aveeno; grad Adj in basic form; epithet
92. Cure for the wintertime blues. essie nail polish metaphor; Nph; non-grad Adj
93. Mountains have crumbled. Glaciers have melted. Continents have drifted. Diamonds remain the same. Clearly, Mother Nature is a romantic.
108. Picture your Perfect LVI Smile The LVI Smile dentist
Imp.; alliteration of /p/; polysemy: ‘picture’ = a) imagine b) to show in photograph; conversion – a brand name is used in a place of Adjective. The adjective may be ‘white’, ‘nice’, ‘beautiful’, etc.; 2x non-grad Adj
109. lift your spirits. BE COINTREAUVERSIAL Cointreau alcoholic drink
2x Imp.; ‘lift’ = synonym of ‘raise’; homonymy: ‘spirits’ – a) a person’s feeling or state of mind b) ‘spirit’ as a strong alcoholic drink; idiom: figurative meaning: ‘raise sb’s spirits’ = to make sb feel more cheerful or brave + literal meaning: ‘raise the glasses with alcohol drink’; transliteration; grad Adj in basic form
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110. Vogue. TAKES LONDON TO NEW YORK Vogue Nph; ellipses ‘It takes London…’; apposition; personification: ‘Vogue
111. REVEAL NEW SKIN. ROC Imp.; epithet; grad Adj in basic form
112. Instant lash extensions! Extend lashes up to 60%. Lancôme Nph; exclamation; 2x non-grad Adj; Imp.; Num
113. More defined. More conditioned. More beautiful lashes. More Than Mascara with more black impact
Estee Lauder
2x Dec.; Nph; parallelism; parataxis; anaphora; 2x non-finV; ellipsis: ‘You will have more…’, ‘It’s more than mascara’; grad Adj in basic form; comparison; non-grad Adj
114. Saks love art for art’s sake. Saks 5th Avenue online store
Dec.; finV; present; active; collocation ‘art for art’ sake’ = because of value art has, not because of the advantages it may brings; similarity of the phonic aspect of the words ‘Saks’ and ‘sake’
115. DESIGN LIP PERFECTION IN ONE COAT. LASTING. LUSCIOUS. SENSATIONAL EFFECTS.
Lancôme lipstick
Imp.; parataxis; non-grad Adj; alliteration of /l/; ellipsis ‘…coat and
make lasting, luscious and sensational …’; 3x grad Adj in basic form
116. New. Perfectly Real Compact Makeup. Believably perfect. Clinique epithet; parataxis; 3x grad Adj in basic form; Nph; hyperbole;
117. RÉNERGIE MICROLIFT. 25,000 MICROLIFTS FOR VISIBLE RESULTS. My skin is tighter. Firmer. More defined.
Lancôme
apposition; Num; 2x Nph; affixation ‘micro-‘; metaphor: ‘microlifts’ = microelements, which tighten the skin’; Dec.; 1st Sg narr.; finV; present; active; parataxis; 2x grad Adj in comparative form; non-finV
118. La crème de la crème of lipcolour. L’Oreal Nph; the phrase ‘crème de la crème’ is taken from French and it
means ‘the best people or things of their kind; compound N
119. GET IT FIRST. GET IT FAST. shopvogue.com graphics: I in form of lipstick; 2x Imp.; parallelism; anaphora;
hyperbole
120. DON’T JUST APPLY! STYLE YOUR LASHES! UP TO A 65% LIFT. A BOLDLY THICKENED LOOK.
Maybelline mascara
2x Imp. negat.; ellipsis ‘…apply, but style…’; Nph; Num; ellipsis ‘It is up to… for a boldly thickened/ and have a boldly…’; parataxis; compound Adj ‘boldly thickened’
121. Escape from toxic town Noxzema cleaner Imp.; metaphor: ‘to escape from toxic town’ = to use Noxzema
cleaner and feel clean as escaped from dirty place
122. MORE THAN A FASHION STATEMENT. A CULTURE. THE CULTURE OF COLOR.
O.P.I. nail polish
ellipsis: ‘It’s more than a fashion statement. It’s a culture.’; new rheme: ‘…of color’ – emphasis; parataxis; metaphor: ‘O.P.I. is the culture of color.’; comparison
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123. Stop seeing broken hair everywhere. Pantene Imp.; rhyme ‘hair – everywhere’; grad Adj in basic form
124. Flirting with an idea of an eye lift? OLAY eye lifting serum
Int.; ellipsis ‘Are you flirting…’; non-finV; PhrV ‘flirt with’ = to think about but not very seriously’
125. A SMOOTH MOVE HAIR REMOVAL FROM HEAD-TO-TOE Surgi Wax Nph; compound Adj ‘smooth move’; non-grad Adj; assonance of /u:/;
idiom ‘from head to toe’ = covering all your body – here used unnecessarily with hyphens
126. Serious Dark Circles? Hylexin ellipsis ‘Have you got/ Are you afraid of serious…’; 2x grad Adj in
basic form; Nph; sound of /s/; rhythm
127. Shine on. hair treatment Imp.; PhrV ‘shine on’ does not exist, but the preposition ‘on’ evokes the
idea that sth starts or continues, similarly like ‘go on’, ‘switch on’ ‘Shine on your hair’
128. Your Life. Your Car. Connected. Acura car 2x Nph; parataxis; parallelism; anaphora; non-finV; ellipsis: ‘Your life
and your car are connected.’
129. Why ask your doctor about BOTOX Cosmetic? Int.; non-finV
130. Finally, a paste that does more than just talk about whitening. Rembrandt tooth paste
Nph; finV; present; active; comparison; hyperbole; non-finV; personification: ‘a paste that talks’
131. Infusium 23. A remedy for your hair. apposition; 2x Nph; metaphor
132. My clothes don’t stink. Nicoderm CQ plaster
Dec.; 1st Sg narr.; presupposition that her clothes stank before 133. “Do unto you as you would have others do unto you.” Toyota
intertextuality - a command based on words of Jesus in the Sermon on the Mount: “All things whatsoever ye would that men should do to you, do ye even so to them.” saying: “Do unto others as you would have them do unto you”
134. Twice the lashes… for eyes that smile. Max Factor ellipsis of verb ‘Make twice the lashes for …’; metaphor: ‘eyes smile’;
assonance of /ai/
135. 171 years of offering very small objects that express very large emotions.
Tacori jewelry
Nph; Num; antithesis; 2x grad Adj in basic form; parallelism; metaphor: ‘small objects that express emotion’ = jewelry; figurative: ‘objects express emotions’
136. I am timeless, not a trend. The Concord Saratoga watch
Dec.; 1st Sg narr.; logical antithesis; non-grad Adj; metaphor: those, who wear Saratoga watch is timeless, not only a trend, which passes away
137. Men will melt. Elizabeth Arden fragrance for women
Dec.; AuxV; assonance of /e/
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138. Was there beauty before there were beauty products? Evian Int.; finV; past; active
139. NOT MANY THINGS KNOCK YOU OUT LIKE MIGRAINE BUT YOU CAN KNOCK OUT A MIGRAINE WITH RELPAX.
Relpax
Dec.; PhrV ‘knock sb out’ = 1. (informal) to surprise sb 2. to make sb very tired 3. to defeat sb; figurative: ‘migraine knock you out’; AuxV; antimetabole
140. The first creme that renews your skin during the night. Nivea Nph; hyperbole; personification: ‘crème renews’
141. FRÏS lime Frïs Vodka graphics: I letter has two green dots ‘created’ from limes; the
pronunciation of the name is /freeze/: evokes the effect of refreshing cold alcoholic drink
142. Shake up your night. Bacardi Limón Imp.; phrV ‘shake up’ - it relates to a) drink of Bacardi (literal) b) the
night (figurative) ‘to move’
143. cool just got hot hot. diamonds Dec.; finV; past; active; 2x grad Adj in basic form; antithesis; rhyme
‘got – hot’
144. Dirty mouth? Nothing cleans it up like Orbit. Orbit Nph; ellipsis ‘Have you got dirty…’; hyperbole; Dec.; finV; present;
145. Little. The next big thing. Meet iPod mini. Apple Nph; parataxis; ellipsis ‘The fact that it is little is the next big…’; 2x
grad Adj in basic form; antithesis; Imp.
146. Protect. Bodify. Beautify. Redken 3x non-finV; parataxis; affixation = a neologism ‘bodify’ made as
parallel to ‘beautify’ (to make sb beautiful) – it means ‘to make your body being a nice body (again); a body what it should be like’
147. “I’m a big loser.” Whoopi Goldberg Slim Fast intertextuality – quotation by W.G.; Dec.; 1st Sg narr.; antithesis; ‘big
loser’ here means that she lost weight and she is therefore ‘a big’ – enthusiastic real woman
148. Smooth Move. Veet. Nph; grad Adj in basic form; rhythm; assonance of /u:/
149. After almost two centuries, we’ve found more than a few ways to say “I love you.”
Bailey Banks & Biddle jewelry
Dec.; 1st Pl narr.; finV; pres. perf.; active; Num; comparison; allusion on the tradition; metaphor: ‘ways to say I love you’ = to give a jewel to sb as a present’
150. “I am uniInt.” Moissanite is me. jewelry 2x Dec.; 1st Sg narr.; intertextuality – quotation; 2x finV; present;
active; grad Adj in basic form; metaphor: I am moissanite; logical implication: Moissanite is unique
151. Brings out the glow. OLAY Dec.; finV; present; active; PhrV ‘bring out’ = to produce; polysemy:
‘glow’ = a) the pink colour in your face b) a feeling of pleasure and satisfaction’; personification: Olay brings both
152. Got wedding on the brain? Time to visit our new website. Brides Int.; finV; present; active; ellipsis ‘Have you got…’; idiom ‘Have sth
on the brain’ = to think about sth all the time; Nph; ellipsis ‘It’s
time…’; non-finV; epithet; grad Adj in basic form
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The Scientist
Science
153. Light. Loose. Layered. John Frieda parataxis; 2x grad Adj in basic form; non-finV; alliteration of /l/
154. Your heart should race from being in love, not from a diet pill. online advice service
Dec.; AuxV; collocation ‘in love’ – sth healthy; metonymy: ‘a diet pill’ for a diet – sth unhealthy – logical antithesis
155. 21 Growing excellence… eBioscience present IL-17, IL-23, IL-27 eBioscience Nph; grad Adj in basic form; metaphor: a new products IL-17, IL-23,
IL-27 are excellence; visual metaphor: a big tree (is matured but still grows); Dec.; finV; present; active
157. Thinking Larger. Moving Faster. exelixis.com work offer
2x Dec.; 2x non-finV; parataxis; parallelism; 2x grad Adj in comparative form
158. Now! Real-Time PCR results in under 40 minutes! Applied Biosystems
2x exclamation; ellipsis ‘…results are/ can be set in under…’; Num; 159. No Contaminating Ig Bands! eBioscience
Nph; exclamation; grad Adj in basic form; inicialism 160. delivery>purification>analysis>detection BIORAD
4x Nph; parataxis 161. FOR EVERY ACTION THERE’S A
SIMULTANEOUS ACTIONREACTION
OLYMPUS
intertextuality – Isaac Newton’s third law of motion says: “For every action, there is an equal and opposite reaction.”; Dec.; finV; present; active; graphics
162. The best just got bigger. Invitrogen gel Dec.; finV; past; active; hyperbole; grad Adj in superlative form;
grad Adj in comparative form
163. We’re all ears! Free Technical Assistance For expert solutions Cole -Parmer Dec.; exclamation; 1st Pl narr.; idiom: ‘be all ears’ = to be waiting
with interest to hear what sb has to say; parataxis; Nph; 2x grad Adj in basic form; non-grad Adj
164. The complete blotting solution is easy to spot. BIORAD protein blotting equipment
Dec.; finV; present; active; grad Adj in basic form; non-grad Adj; ‘to blot’ = to make spots – ‘easy to spot’ = to notice; visual metaphor: a ladybird.
63
Scientific American
Business Journal Slovakia
165. Plastic optical filter networks in tomorrow’s cars will put more pleasure in the road ahead.
166. This innovative technology can watch the human brain at work – using only light…
HAMAMATSU
Dec.; AuxV; personification: ‘technology can watch’; grad Adj in basic form; non-grad Adj; metonymy: ‘brain’ = ‘brains’; dash functions as the way to make more focal elements; non-finV
167. Your World of Certainty Allianz Nph; metaphor: Allianz is your certainty; idiom ‘world of certainty’ =
to emphasize how much certainty there is with Allianz
168. Who will pay for Your healthcare? Union Int.; AuxV; rhyme ‘pay – care’; compound N
169. Pleased to meet you AQUACITY congress services
intertextuality – a collocation, phrase said by introducing; personification: Aquacity welcomes you
170. You are on the right way Crown Plaza Dec.; finV; present; active; visual metaphor: picture of compass;
ellipsis ‘…way to Crown Plaza’
171. Blazing speed. Cool price. Copy. Print. Scan. Fax. Get it Done. Xerox 2x Nph; 2x epithet; 2x grad Adj in basic form; parataxis; 5x Imp.
172. We bring olympic energy to your home Slovakia Olympic Team & Západoslovenská Energetika
175. Thanks to T-Mobile you can always have office in your pocket. T-Mobile Dec.; idiom ‘Thanks to sb’ = sth has happened because of sb/sth;
AuxV; hyperbole; metaphor: ‘office’ = mobile phone; idiom ‘to have sth in your pocket’ = figurative: to be certain to win sth + literal: to have mobile in your pocket; idiom ‘be in sb’s pocket’ = to be controlled – we can say that you can control your office if your mobile phone is in your pocket
64
The Economist
DigitAll
Nature
176. A partner to design & integrate your global network end-to-end. verizon business Nph; metaphor: ‘verizon business is a partner’; 2x non-finV; idiom
‘end to end’ = in a line, with the ends touching; unnecessary use of hyphens; grad Adj in basic form;
177. At Cardif, you are not just a number CARDIF insurance company
Dec.; finV; present; active; figurative: ‘to be just a number’ = not to treat with sb like a person, only like a registration number; picture of people with numbers on their clothes
178. On a quest for the right values? We Hear You Huawei Int.; ellipsis ‘Do you go/ Are you on …’; grad Adj in basic form; Dec.;
1st Pl narr.; finV; present; active
179. Game, set, history. Rolex watch intertextuality – ‘Game, set, match’ = parts of tennis match; it is used
here because Rolex watch are worn by tennis players; 3x Nph
180. imagine touching beauty. Samsung phone Imp.; metaphor: ‘to touch beauty’ = to touch Samsung mobile phone
181. imagine wearing your favourite music. Samsung mp3 player
Imp.; grad Adj in basic form; figurative: parallel ‘wear clothes/ perfume, etc. - wear music’
182. imagine an LCD-HDTV that reflects your unique style. Samsung Imp.; inicialism; finV; present; active; figurative: ‘TV reflects’; grad
Adj in basic form
183. Rock On. Samsung phone with music
Imp.; PhrV ‘rock on’ does not exist, but the preposition ‘on’ evokes the idea that sth starts or continues, similarly like ‘go on’, ‘switch on’
‘Rock on’ = homonymy/ polysemy 1. start to dance to rock music 2. shock sb 3. move gently from side to side
184. The right thing says everything. Samsung phone intertextuality – evokes the saying; Dec.; finV; present; active;
185. The world’s fastest-moving brand is still on the move. Samsung Dec.; finV; present; active; genitive; compound Adj; grad Adj in
superlative form; idiom ‘be on the move’ = 1. be travelling between one place and another (figurative: Samsung products are distributed to whole world); 2. to be going somewhere (figurative: Samsung develops) 3. to become active
186. “All truths are easy to understand once they are discovered; the point is to discover them.” Galileo Galilee
Shimadzu
intertextuality – quotation of famous scientist
65
Newsweek
187. Faster protein purification? It’s not rocket science. GE Int.; ellipsis ‘Do you want/need a faster…’; grad Adj in comparative
form; non-grad Adj.; Dec.; finV; present; active; idiom ‘It’s not rocket science’ = if something is not rocket science, it is not very complicated or difficult to understand. This idiom is normally used in the negative. (http://www.usingenglish.com/reference/idioms/rocket+science.html)
188. Achieve Beadlytenment Beadlyte research products
Imp. or ellipsis ‘To achieve…’; affixation + neologism: ‘beadlyte (brand name) + -ment (suffix; the action or result of)
189. “The ability to perceive or think differently is more important than the knowledge gained.” David Bohm
Shimadzu
intertextuality – quotation of famous scientist 190. Everybody, really everybody is welcome to Sunday Brunch! Radisson SAS
Dec.; exclamation; finV; present; active; hyperbole; blending ‘brunch = breakfast + lunch); non-grad Adj; this advertisement was written also in Slovak and German language to emphasize that everybody is welcome
191. R&D Systems Reagents. Making discoveries happen for over 25 years.
R&D
Nph; apposition; non-finV; Num; ellipsis ‘Regents are making…’
192. How can we produce more energy but lower carbon emissions? Livio Accattatis has an answer.
Shell
Int.; AuxV; 1st Pl narr.; antithesis; grad Adj in comparative form; non-grad Adj.; metonymy: a name of a person from Shell company represents the whole company; finV; present; active
193. Simplicity is making hospitals feel less like hospitals. Philips equipment
Dec.; finV; present; active; figurative: ‘simplicity is making’; personification: ‘hospitals feel themselves like hospitals’; grad Adj in comparative form; simile
194. profession: pilot career: actor Breitling navitimer
4x Nph; parataxis; use of colons; ellipsis ‘His profession is pilot and
his career is actor’; picture of John Travolta wearing Breitling watch – a famous person represents the brand – logical implication: only famous people wear Breitling watch, so if you wear Breitling watch, you will certainly be/you certainly are famous, too
195. Heavy industries Happy industries
Hyundai
2x Nph; parataxis; 2x grad Adj in basic form; parallelism; epiphora 196. Make the right connections Telecom
Imp.; grad Adj in basic form; poysemy: ‘connection’ = 1. literal: a point, especially in an electrical system (here: telegraphing system) where two parts connect 2. figurative: a person or an organization that you know and that can help or advise you in your social or professional life
66
197. YOU CAN LOOK FOR OIL AT GREAT DEPTHS WITHOUT DISTURBING THE NEIGHBOURS
TOTAL
Dec.; AuxV; PhrV ‘look for’ = to try to find sth; grad Adj in basic form; metonymy: ‘depths’ = deep parts; non-finV; visual metaphor: picture of marine animals (= neighbours) in the closeness to the divers in the sea ‘without disturbing the neighbours’ = protecting marine life
198. Smile! You are in Spain Iberia Nph; exclamation; Dec.; finV, present; active
199. Simplicity is a lamp with the power to purify water. Philips Dec.; finV; present; active; metaphor ‘simplicity is a lamp’; non-
finV
200. I am my music. Nokia N series. See new. Hear new. Feel new. Nokia Dec.; 1st Sg narr.; finV; present; active; metaphor: ‘I am music’;
Nph; 3x Imp.; parallelism; epiphora; assonance of /i:/
201. image is everything Toshiba TV Dec.; finV; present; active; metaphor
202. Refresh your Soul in Seoul Hiseoul Imp.; figurative: ‘make new thoughts, feelings and improve your
state of mind’; a word pun
203. Exploring the world for gas to warm your winter TOTAL 2x non-finV; ellipsis ‘We are exploring …’
204. Xerox Colour. It makes business sense. Xerox apposition; graphics; Dec.; finV; present; active; sound of /s/;
personification: ‘Xerox makes sense’; idiom ‘to make sense’ = to give meaning
205. Performance. Prestige. Passion for Innovation. Breitling watch 3x Nph; alliteration of /p/; parataxis; sound of / /; metaphor:
Breitling watch is prestige
206. Nespresso. What else? coffee intertextuality – dialogue in a cafe
207. 22 Take the World. Touched by THAI. Thai airway Imp.; non-finV; ellipsis; parataxis; rhyme ‘by – Thai’; visual
metaphor: ‘Take the world touched by Thai’– take the postcard with the photo of world places, where Thai has the destination’
208. “A dandy on the boulevards (…) strolling at leisure until his Breguet, ever vigilant, reminds him it is midday.” Alexander Pushkin ‘Eugen Onegin’ 1829
Breguet watch
intertextuality – quotation from a novel; it represents tradition of Breguet; Num
209. “He drew out the most delicious thin watch that Breguet had ever made. Fancy, it is eleven o’clock, I was up early.” Honoré de Balzac ‘Eugénie Grandet’ 1833
Breguet watch
intertextuality – quotation from a novel; it represents tradition of Breguet; Num; past perf.
210. Hit a hole-in-one. Hit the right impression. Nokia phone 2x Imp.; metaphor between a hole-in-one (an occasion in golf when
a player hits the ball from the tee into the hole using only one shot – the best alternative) and Nokia mobile phone – also the best alternative, both a hole-in-one and Nokia phone make a right impression; picture shows a hand worn in a golf glove catching a phone
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Geographical
More
211. It’s just another Renault. Reliable. Technically superior. Best in its class. Just like every other Renault we make.
Renault
Dec.; 2x finV; present; active; parataxis; apposition; grad Adj in basic form; non-grad Adj; grad Adj in superlative form; metonymy: ‘Renault’ for all Renault cars; simile; 1st Pl narr.
212. Hospitality that knows no borders nikko hotels Nph; finV; present; active; personification: ‘Hospitality knows’;
‘borders’ –the line that divide countries nikko hotels are in many countries and in each country the stuff of the hotels is hospitable
213. Feel the surge of calm Lexus Imp.; logical antithesis
214. Explore the hills Explore the rivers Explore the mountains Explore the sea Explore the moors Explore yourself. Explore plas y brenin.
national mountain center plas y brenin
7x Imp.; parallelism; anaphora 215. Fujifilmed. Award grabbed by crab snap. Fujifilm
2x non-finV; neologism: ‘Fujifilmed’ = brand name + conversion from N to V; Dec.; word puns; sounds of /æp/; visual metaphor: a picture of crab, which has won the award; polysemy: ‘to snap’ = 1. if an animal (here: a crab) bites sb/sth rapidly 2. to take a photograph; ‘to grab’ – means the same as snap, but it is related to humans
216. IT TAKES A BRAVE MAN TO VENTURE DEEP INTO THE JUNGLE. IT TAKES A SPECIAL KIND OF IDIOT TO OPEN THE SUNROOF.
Nissan New Patrol
2x Dec.; 2x finV; present; active; parallelism; anaphora; 2x grad Adj in basic form; 2x non-finV
217. SCOTT SPIKER SHOOTS THE WORLD WITH A SIGMA LENS SIGMA Dec.; finV; present; active; name of the famous professional
photographer represents the quality of the brand
218. Would you put dandruff in this picture? head & shoulders Int. rhetorical; AuxV
219. Save up to price on Oral B toothbrushes. Boots Imp.; PhrV; Num
220. A STROKE OF GENIUS TO MULTILIGHT YOUR HAIR GARNIER non-finV; ellipsis ‘It’s/Get/Try a stroke…’; collocation + metaphor:
‘stroke of genius’, here: ‘genius’ = brush for dying hair ‘stroke of brush’; compound V
221. That’s a great Christmas in the bag. Hair cosmetic Dec.; finV; present; active; hyperbole; grad Adj in basic form;
metaphor: ‘Christmas’ = cosmetic
222. XTROVERT. XPLOSIVE. LOVE THE COLOUR. COLOR XXL Schwartzkopf graphics; inicialism; unpredictable spelling; parataxis; Imp.;
alliteration of /x/
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New!
ES magazine
ELLE
223. 23 Spring water with a splash of fruit. Robinsons Nph; non-grad Adj; layout: splash of water in shape of face with
fruit eyes
224. 24 There’s only one naughty thing in Dolmio and that’sa Papa! DOLMIO Bolognese
Dec.; finV; present; active; Num; grad Adj in basic form; dialect; familiar words; visual metaphor: a man has his finger in a pot with Dolmio sauce, trying it his finger = only naughty thing; Dolmio is without any harmful substances
225. If the world of culture is your choice, your world is Madrid. Turismo Madrid Dec.; 2x finV; 2x present; 2x active; metaphor: ‘world of culture’ is
Madrid
226. MUJI Xmas Muji online shop intertextuality – ‘Merry Christmas’ – a greeting used at Christmas;
unpredictable spelling; conversion: brand name (N) stands for Adj
227. The Legend is Back. ORIS watch Dec.; finV; present; active; intertextuality
228. UNSTOPPABLE Charm SASHA COHEN HAS IT. So does her Citizen Eco-Drive
watch
Nph; non-grad Adj; homonymy: ‘charm’ = 1. the power of attracting people, 2. a small object worn on a chain or bracelet; the characteristic of a famous figure skater (‘unstoppable charm’) represents the quality of the product; 2x finV; 2x present; 2x active
229. How will you keep your Gold safe? KINGSMILL Gold bread
Int.; AuxV; visual metaphor: a picture of Gold bread in a safe; copywriters took advantage from the name of the bread
230. IT’S YOUR WATCH THAT SAYS MOST ABOUT WHO YOU ARE.
237. Your shade. Your finish. Your match. Estee Lauder 3x Nph; parallelism; anaphora; parataxis
238. that’s why I bluefly.com bluefly.com online shop
Dec.; finV; present; active; 1st Sg narr.; rhythm ‘I – (blue)fly’; graphics; neologism: conversion – verb is replaced by brand name
239. New LAY’S Dips (Finally, dips worthy of LAY’S chips) LAY’S Dips Nph; 2x genitive; epithet; 2x grad Adj in basic form; rhythm ‘dips –
chips’; ellipsis ‘dips are worthy of…’
240. Do you believe in love at first touch? Nokia Int.; finV; present; active; collocation ‘love at first sight’ is deviated
to make the relation with the material of the product; metaphor: Nokia phone is love at first sight (touch)
241. Real People. Real Jewelry. Danecraft 2x Nph; anaphora; parallelism; 2x grad Adj in basic form
242. 26 You never actually own a Patek Philippe. You merely look after it for the next generation.
Patek Philippe watch
2x Dec.; 2x finV; 2x present; 2x active; metonymy: ‘Patek Philippe’ = watch Patek Philippe; PhrV ‘look after’ = to take care of sth; ‘next generation’ = your children
243. The digital camera that takes pictures as easily as it takes the plunge. PENTAX Nph; non-grad Adj; 2x finV; 2x present; 2x active; simile; figurative:
‘camera takes pictures’; collocation: ‘to take pictures’ = to photograph; idiom ‘take the plunge’ = to decide to do sth important or difficult, especially after thinking about it for a longer time; personification: ‘camera takes the plunge’
244. YOU MAKE UP YOUR EYES, MAKE UP YOUR LIPS, NOW MAKE UP YOUR AGE
IMEDEEN
2x Dec.; Imp.; parallelism; 3x PhrV ‘make up’ = homonym: 1. to put cosmetics on sb’s face, 2. to form sth
245. Summer 2005: True Bronze. CLINIQUE bronzing gel
2x Nph; Num; grad Adj in basic form; ellipsis ‘In summer 2005 you
may have with Clinique cosmetics true bronze skin
246. Best before: 1908 food grad Adj in superlative form; Num; ellipsis
247. tellyphone Nokia TV in mobile phone
Nph; blending: ‘television’ + ‘telephone’ 248. PRINTS AS REAL AS LIFE hp
250. Instead if moving the furniture around, why not move around the furniture?
Dyson vacuum cleaner
Int.; 2x non-finV; antimetabole 251. A bank of ideas Investec
Nph; metaphor: Investec is a bank of ideas; a bank provides money, Investec provides services
252. First Class ESPRESSO EXPERIENCE. LAVAZZA Nph; 2x non-grad Adj; sound of /s/; metaphor: Lavazza is first class
experience
253. IO, COMANDANTE DEL TEMPO Panerai watch Nph; apposition; intertextuality – quotation; foreign words; 1st Sg narr.
254. For inside. For outside. For ever. SSS SIEDLE door communication
parataxis; parallelism; anaphora; antithesis; ‘for inside’ = at home, ‘for outside’ = at the gate
255. Merry Kissmas. Alessi intertextuality - – ‘Merry Christmas’ – a greeting used at Christmas;
unpredictable spelling; visual metaphor: a picture shows two Alessi bottle-openers kissing
256. Your boss changed the meeting. Your client changed the deadline. Your wife changed her mind. Now change to an airline with more departures.
Scandinavian Airlines
3x Dec.; Imp.; parallelism; anaphora; 3x finV; past; active; idiom ‘change sb’s mind’ = change the decision or opinion; metaphor: ‘boss, client; wife’ = your everyday life; ‘airline’ = at least one good thing, escape from problems
257. “We cannot hang up on the world” Kathryn Walker hp intertextuality – quotation of employee – she represents the thoughts
of whole company
258. Kediaman Kedua-ku – The Malaysian phrase for My Second Home Tourism Malaysia
Nph; foreign words; apposition; non-grad Adj 259. 9 Challenge us – and get yourself a bigger slice of the cake. Siemens
Imp.; 1st Pl narr.; idiom ‘a bigger slice of the cake’ = a share of the benefits or available money that you believe you have a right to; grad Adj in comparative form
261. “Time is the lens through which dreams are captured.” Francis Ford Coppola.
Blancpain watch
intertextuality – quotation of famous person
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262. The better the competition. The better the tyre. The better for you. Bridgestone idiom ‘the…the…’ is deviated in a way that three, not two elements
are in relation; parataxis; parallelism; 3x grad Adj in comparative form
263. aim: zero emissions TOYOTA 2x Nph; ellipsis: ‘the aim is zero emissions’; colon; Num
264. When we look into the future, we have hers in mind. Siemens Dec.; 1st Pl narr.; 2x finV; 2x present; 2x active; idiom ‘in mind’ = to
be thinking of
265. This time the marathon will end in the place where it all started. Athens 2004 Dec.; AuxV; finV; past; active; antithesis
266. 3 years of preparation 550 experts 36 nationalities 17 races 17 precious lessons ONE AIM
Toyota
6x Nph; Num; parallelism; grad Adj in basic form; parataxis; 6x metaphor: Toyota = 3 years of prep.; Toyota = 550 experts; etc.
267. networks shaping cities networks shaping events network shaping deals one network connects them all
Orange
3x Dec.; 3x non-finV; finV; present; active; Num; ellipsis of verb ‘networks are shaping…’; anaphora
268. Watch us. Toyota Imp.; idiom ‘Watch it’ = used as a warning to sb to be careful, here:
deviated to ‘watch us’ = Be careful of us; 1st Pl narr.
269. FLAGS-A-WAVING. PEOPLE-A-DANCING. IT’S GOING TO BE SOME BIRTHDAY PARTY.
Tourism Malaysia
unpredictable spelling: ‘Flags are waving’; parataxis; 2x Dec.; 2x finV; 2x present; 2x active; non-grad Adj; intention to imitate informal language
270. Small seeds generate big ideas. CNN Dec.; antithesis; 2x grad Adj in basic form; metaphor: ‘seeds’ =
attempts, ideas
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5.5 Results of the research
1. 20 % of all slogans (54/270) contains ellipsis, it means that on average a fifth
of slogans uses ellipsis.
2. 7 % of all slogans (18/270) contains phrasal verb, it means that on average a
fifteenth of slogans uses phrasal verb.
3. 11 % of all slogans (29/270) contains parallelism, it means that on average a
ninth of slogans uses parallelism.
4. Our assumption was not correct. The most widely used sentence type is not the
imperative one, as we supposed, but the declarative one (120/227). The second are
imperatives (85/227), then interrogatives (22/227). There were 130 noun phrases in
research sample. Exclamative sentences did not occur in the sample, although
exclamations occurred.
sentence types
53%37%
10%
Declaratives
Imperatives
Interrogatives
Graph 1: sentence types
5. Our assumption was correct. The most widely auxiliary verbs are ‘can’ (11/23)
and ‘will’ (6/23). The following are ‘would’ (4/23), ‘should’ (1/23) and negative form
of ‘should’ (1/23).
auxiliary verbs
11
6
4
1
1
can
w ill
w ould
should
should not
Graph 2: auxiliary verbs
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6. Our assumption was correct. The majority of verbs is finite (114/163), the rest is non-finite (49/163).
finiteness of verbs
70%
30%
finite verbs
non-finite verbs
Graph 3: finiteness of verbs
7. Our assumption was correct. The majority of finite verbs are in present simple
form; the second most widely used are future forms ‘will’, then past simple, present
perfect and one case of past perfect.
tense/aspect
86%
5%
4%
4%
1%
present simple
future 'w ill'
past simple
present perfect
past perfect
Graph 4: tense/aspect of verbs
8. Our assumption was correct. The majority of slogans are of omniscient 3rd
person narrator (249/270), then 1st person plural narrator (13/270) and 1st person
singular narrator (9/270).
narrator
92%
3%
5%
3rd person narrator
1st Sg narrator
1st Pl narrator
Graph 5: narrator
74
9. Our assumption was correct. 76 % (140/185) adjectives were gradable and
24 % (45/185) adjectives were non-gradable.
gradability of adjectives
76%
24%
gradable adjectives
non-gradable
adjectives
Graph 6: gradability of adjectives
10. Our assumption was correct. The majority of gradable adjectives occur in
basic form (104/140), the second group are adjectives in comparative form (26/140)
and the third group are superlative adjectives (10/140).
form of adjectives
74%
19%
7%
basic form
comparative form
superlative form
Graph 7: form of adjectives
11. Comparative adjectives are mostly used by slogans for technique product
specialization (16/26).
comparative adjectives - distribution
16
10technique
other
Graph 8: comparative adjectives - distribution
75
12. Superlative adjectives are mostly used by slogans for food (3/10) and cosmetic
(2/10) product specialization.
superlative adjectives - distribution
3
21
1
1
1
1food
cosmetics
online shops
pharmacy
services
technique
automobile
Graph 9: superlative adjectives - distribution
13. Our assumption was not correct. The majority of numerals are not used by
slogans for jewelry product specialization, but by slogans for automobiles. Numerals
indicate parameters of the vehicles and years of production.
0,00
0,10
0,20
0,30
0,40
0,50
metaphor idiom personif ication polys/homon Num
occurance of linguistic means in individual branches
technique
cosmetics
food
services
jew elry
automobiles
Graph 10: occurrence of linguistic means in individual branches
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14. From the graph 10 and 11 we can see that in advertising the most widely used
trope is metaphor (metaphor: 75/270; personification: 24/270; polysemy/homonymy:
9/270). Metaphor is mostly used by slogans for jewelry (9 in 21 jewelry slogans
contain metaphor.). Personification is mostly used by automobile slogans;
polysemy/homonymy is mostly used by jewelry slogans. Idioms are mostly used by
automobile and technique slogans.
0,00
0,10
0,20
0,30
0,40
0,50
technique cosmetics food services jew elry automobiles
popularity and use of linguistic means by individual branches
metaphor
idiom
personif ication
polys/homon
Num
Graph 11: popularity and use of linguistic means by individual branches
77
6 CONCLUSION
In the theoretical part, we approached advertising as a type of communication
between producer and consumer of the product. We analyzed and described basic
principles of advertising printed texts. The theoretical part of the diploma thesis
provided an analysis of language of advertising and served as a basis for the research
part. To be able to make analysis of slogans in such extent, we had to include all the
aspects of language – from phonological to semantic aspect.
The results of the research confirmed the correctness of 6 in 8 hypotheses and
disproved the correctness of 2 in 8. We shall briefly offer the results of the research:
• On average, every fifth slogan contains ellipsis.
• On average, every fifteenth slogan contains phrasal verb.
• On average, every ninth slogan contains parallelism.
• The most widely sentence type is declarative (53 %).
• The most widely used auxiliary verbs are ‘can’ and ‘will’.
• The majority of verbs are finite (70 %).
• The majority of finite verbs are in present simple form (86 %).
• The majority of slogans are of third person narrator (92 %).
• The majority of adjectives are gradable (76 %).
• The second most widely used form of adjectives is comparative form
(19 %).
• Comparative adjectives are mostly used in slogans for technique
product specialization.
• Superlative adjectives are mostly used in slogans for food product
specialization.
• The majority of numerals are used in slogans for automobile product
specialization.
• From the 3 tropes (metaphor; personification; polysemy/homonymy),
metaphor is most popular among slogans and it is most widely used in
slogans for jewelry product specialization.
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• Personification is mostly used by automobile slogans;
polysemy/homonymy is mostly used by jewelry slogans. Idioms are
mostly used by automobile and technique slogans.
By the research we also discovered that the writers of advertising texts often
use words like ‘new’ (+ words containing ‘new’: anew, renew) (16 times/sample),