MOTIVÁCIA V JAZYKU REKLAMY

• Authors: Lalík Igor

Title variants

EN

Motivation in the language of advertising

• Languages of publication: SK

Abstracts

EN

The goal of the presented paper is to present general overview of lexical motivation in the language of advertising. It provides short description of the advertising in general and description of its language. The advertising basically contains verbal or visual representation of the advertised product, or the combination of verbal and visual signs that should be in balance and should cooperate to successfully accomplish the aims of advertising – to engage attention of percipients, to arouse their interest in the advertised product, to be memorable and, finally, to sell the product. Besides the visual representation of the advertised product the language of advertisement is very important. The lexical representation of advertising can be motivated in several ways. The paper deals with the selected specific lexical motivations in advertising – semantic/figurative, phraseological, inter-lingual, expressive, sociolectical, territorial and individual motivations. The paper provides general description of the respective motivation and its application to the language of advertisement with a set of specific examples.

Keywords

EN

ADVERTISING; COMMUNICATION; LANGUAGE; LEXICAL MOTIVATION

• Publisher: Faculty of Arts, Matej Bel University in Banská Bystrica
• Journal: Motus in verbo: časopis mladej vedeckej generácie
• Year: 2013
• Volume: 2
• Issue: 1
• Pages: 75 – 82

Contributors

author

Lalík Igor