Linguistic Means of Expression with the Component of Youth Vocabulary in German Advertising.
https://doi.org/10.26907/2658-3321.2024.7.4.481-494
Abstract
Advertising attracts the attention of different social strata. And since youth is the most active stratum of society, attracting its attention is carried out through the use of youth vocabulary. Thus the effect of expressiveness is achieved, which increases the probability of reading the advertising text. The purpose of the article is to identify the linguistic means of expressiveness in German-language advertising, the target audience of which are different social strata of society. The article considers the linguistic means of expressiveness used in German advertising to attract the attention of consumers representing different social strata of society. The novelty of the study lies in the identification of youth vocabulary in advertising and means of achieving the effect of expressiveness, attracting the attention of consumers. The results showed that among the means of expressiveness used in German advertising, the first place is occupied by epithets (29%) and hyperboles (26%). The second position is occupied by deliberate spelling errors (20%) and graphic emphasis (17%), and the third place is occupied by phraseologisms (5%) and comparisons (3%) as the smallest group of expressive means. Youth vocabulary becomes a part of everyday speech and is very often used to attract the attention of consumers of goods and services.
About the Authors
M. I. Guseva
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Guseva Marina Igorevna – senior lector
T. Y. Zaglyadkina
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Zaglyadkina Tatiana Yakovlevna – associate professor
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Review
For citations:
Guseva M.I., Zaglyadkina T.Y. Linguistic Means of Expression with the Component of Youth Vocabulary in German Advertising. Kazan linguistic journal. 2024;7(4):481-494. (In Russ.) https://doi.org/10.26907/2658-3321.2024.7.4.481-494
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