Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
2000).Anotherdistinctivefeatureofadvertisinglanguagecomeswithcapi-
talisation,thatis,usingsolelycapitallettersorstartingeachwordinarow
withaninitialcapital;sometimestheaccumulationofpunctuationmarks
appearsaswellwithaviewtointroducingsuspenseoremotion.
Theinvestigationoflinguisticmeansemployedinadsisoftenconducted
atthelexicallevel,relatingtotriggerwords,brandnames,slogans,and
catchphrases(Lazović,2014),aswellastobodycopies,headlines,taglines,
andcaptions.Atruly“extensiverepertoireoflinguisticchoicesavailableto
copywriterswhencreatingadvertisingmaterial”(Lazović,2014,p.90)is
providedbyLeech’s(1966)workonthelanguageofadvertising,basedon
adsinEnglish,inwhichheofersacomprehensivebodyoflexicalitems
usedinadvertisingdiscourse.Avarietyoftriggerwordsandkeywordsthat
mayinitiateconsummatorybehaviouronthepartoftheaudienceorexcite
theirattentionisavailabletoadvertiserswhoappreciatetheirpersuasive
appealandcountlessnaturallypositiveassociationscarriedbycertain
wordslike“home,”“love,”“fresh,”“clean,”or“power”(cf.Bralczyk,
2000),fortheysignalvaluesandemotionspeopletypicallyassociate
withparticularnotions.FollowingGeis(1982),thestrengthofaclaim
ismadeevengreaterthankstoemphasisplacedonproductnames,the
applicationofmodalverbs,quantifiers,nouns,adjectives,andcomparative
constructions.
Adjectivesandadverbsaregenerallyconsideredthemostessentialele-
mentsofadvertisinglanguage,fortheyarecapableofnamingtheattributes
ofgoodsandservicespresentedinads(Bralczyk,2000)and,hence,of
creatingtheirimagesinpeople’sminds;forinstance,Pisarek(1993)reports
thatthemostfrequentlyusedadjectivesinBritishadsinclude:“good/
better/best,”“free,”“delicious,”“full,”“sure,”“clean,”“wonderful,”
“special,”“fine,”“big,”“great,”“real,”“easy,”“bright,”“extra,”“rich,”
and“golden”(cf.Pisarek,1993),butthelistcanbeexpandedtoencompass
suchepithetsas“new,”“original,”“super,”or“special”(cf.Pisarek,1993).
Whatismore,theseandotheradjectivesandadverbscanmakeitpossible
forasynaestheticexperiencetooccurbecauseaproperformulation,aright
choiceofwording,maytriggerasensationintheaudiencethatistypical
ofexperiencingsomethingthroughothersenses.Forexample,describing
asoundascleaninvolvesthetransferenceofimpressionfromonesenseto
another,here:fromauditorytovisualexperience.Theprospect’simagi-
nationcanalsobestimulatedthankstoverbaljuxtapositionssincethe
powerofcomparativesandcontrastinadvertisingissuchthatitcancreate
appealingmessagesbecauseofsymbolic,culturallyanchoredmeanings
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