Lingvistinės nacionalinių ir tarptautinių žurnalų reklamų tekstų skirtybės

Vaškaitė, Gabrielė

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Lingvistinės nacionalinių ir tarptautinių žurnalų reklamų tekstų skirtybės

Vaškaitė, Gabrielė

URI: http://dspace.kaunokolegija.lt//handle/123456789/2735

Data: 2019-06-20

Santrauka:

Reklama tapo mūsų kasdienio gyvenimo dalimi, todėl svarbu suprasti, kaip reklamos funkcijos ir kaip reklaminiai tekstai paveikia kliento pasirinkimą. Darbe nagrinėjami tarptautiniai ir nacionaliniai žurnalų reklamos tekstų kalbiniai skirtumai. Praktinė dalis rodo, kad tekstuose vartojamos kalbinės priemonės yra panašios tiek nacionaliniuose, tiek tarptautiniuose žurnaluose, tačiau tarptautiniuose žurnaluose yra daugiau tarptautinių žodžių. Dėl anglų kalbos įtakos visame pasaulyje lietuviški reklamų tekstai turi daugiau angliškų žodžių. Anglų kalba tapo tarptautinės komunikacijos kalba ir ji tampa prestižine kalba Lietuvos visuomenėje.

Description:

The topic of the paper is national and international linguistic boundaries in magazine advertising. This days advertising has become a part of our daily lives, as we are constantly been presented with information about a what products are available for our consumption, what services may increase our pleasure and satisfy our desires, and what discounts are on offer to make us maximise our limited resources. Our news, print and social media are constantly awashed with advertisements if we are in our cars, on a public transport, browsing on our phones or just strolling down the street, we would most likely be hit with a paid jingle or advert on radio. TV, our devices or even billboards on the street (Belch, 2009). As advertisements an established topic for research and have been extensively studied both nationally Smetonienė (2009), Župerka (2008), Vaicekauskienė (2009) and internationally Cook (2001). This paper digs a bit deeper into the linguistic characteristics of advertising in the national and international context, as it is important to understand the extent of language borrowings that occur within local Lithuanian and foreign texts. The English language is identified as the most suitable foreign language to study in comparison with the Lithuanian language while the in order to gain in-depth understanding of the English language was focused on. The problem question is what linguistic differences are found in magazine text advertising. The research is relevant to marketing people or students, who study marketing, create advertisements because it helps to know more about linguistic aspects of magazine advertising texts and to gain practical skills in advertising. The subject of this research paper is the peculiarities of magazine advertisements for national and international markets. The aim of the research is to find out linguistics differences in magazine advertising texts meant to national and international markets. In order to achieve this aim, the following objectives were set: 1) To identify the linguistics differences of phenomenon of magazine advertising texts at theoretical level; 2) To reveal linguistics features the peculiar to magazine advertisement texts created for national and international magazines. The methods applied in the research are the following: 1) analysis of theoretical references; 2) descriptive, contrastive linguistic analysis. The paper consists of four parts: the introduction, theoretical part, practical part and conclusions, references and the appendix. The theoretical part deals with the definition of advertising, types and the differences of language that is used in advertising texts in national and in international advertising. The practical part provides the analysis of linguistic analysis of English and Lithuanian magazines boundaries texts that were found in popular magazines. For the practical analysis were chosen international magazines advertisements, such as Cosmopolitan UK, Elle UK, Men’s Health UK, and Good Housekeeping UK. And for national magazines advertisements were chosen online magazines websites, such as Moteris, Ji24, Žmonės, Mano namai.

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