Linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering

Advanced Linguistics Pub Date : 2021-07-09 DOI:10.20535/2617-5339.2021.7.215600

Y. Tikan, Valeriia Yushchuk

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Abstract

The article studies linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering. Advertising text is one of the relevant topics for linguistic research, as advertising is a dynamic phenomenon. Its development predetermines the systematization of linguo-stylistic peculiarities within English advertising texts. The aim of the article is to analyse the use of expressive linguo-stylistic devices in English-language advertising texts in the field of mechanical engineering considering their structural composition. The subject of research is English-language advertising texts in the field of mechanical engineering. The article theoretically substantiates the terminological apparatus of the research: different approaches of scientists to the interpretation of the concepts "advertising", "advertising text" and "advertising discourse" were considered. The structural features of the advertising text and their functions are also analysed. The article provides several classifications of leading scholars, on the basis of which further analysis was conducted. The study was based on the official English-language sites of such leading companies in the industry as BMW, Jaguar, Toyota, Honda, Mazda, Mercedes-Benz, Ford, Lexus, Saturn, Audi, Subaru, Suzuki, Hyundai and others. The article focuses on the examples of expressive linguo-stylistic devices in each of the structural elements of the English advertising text in the field of mechanical engineering, taking into account the frequency of their use. The peculiarities of their functioning in media texts were also analyzed, considering pragmatics and communication strategies aimed at the recipient of the advertising message. In the course of the analysis, manipulative features of linguo-stylistic devices were indicated and outlined with the help of relevant examples. Keywords: advertising; advertising text; advertising discourse; field of mechanical engineering; linguo-stylistic peculiarities; manipulative features.

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机械工程领域英语广告语篇的语言文体特点

本文研究了机械工程领域英语广告语篇的语言文体特点。广告文本是语言学研究的相关课题之一，因为广告是一种动态现象。它的发展预先决定了英语广告语篇中语言文体特征的系统化。本文的目的是分析在机械工程领域的英语广告语篇中表达性语言风格手段的使用，并考虑其结构组成。研究的主题是机械工程领域的英语广告文本。文章从理论上证实了研究的术语工具:考虑了科学家对“广告”、“广告文本”和“广告话语”概念的不同解释。分析了广告文本的结构特点及其功能。文章对主要学者进行了分类，并在此基础上进行了进一步的分析。这项研究基于宝马、捷豹、丰田、本田、马自达、梅赛德斯-奔驰、福特、雷克萨斯、土星、奥迪、斯巴鲁、铃木、现代等行业领先公司的官方英文网站。本文着重分析了机械工程领域英语广告语篇各结构要素中表达性语言文体手段的实例，并考虑了它们的使用频率。从语用学和针对广告信息接收者的传播策略出发，分析了它们在媒体文本中的功能特点。在分析过程中，结合相关实例，指出并概述了语言文体手法的运用特征。关键词:广告;广告文本;广告话语;机械工程领域;linguo-stylistic特性;操纵特性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Advanced Linguistics

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