Functional Plurality of Language in Contextualised Discourse. Eighth Brno Conference on Linguistics Studies in English. Conference Proceedings. Brno, 12–13 September 2019
KapitolaComparative analyses of skincare product advertisements in Georgian and English
Rok vydání: 2020https://doi.org/10.5817/CZ.MUNI.P210-9767-2020-2
Abstrakt
Across the gamut of media formats – from television to the Internet – beauty product advertising influences consumers on a daily basis. Each advertisement seeks to persuade potential buyers of the product's value, or even its necessity for the buyer's well-being and self-image. These techniques, sometimes manipulative in nature, affect consumers’ self-concepts. One of the signature strengths of the beauty advertisement lies in its ability to transform seemingly mundane objects into highly desirable products. In some cases, the beauty industry uses buzzwords and scientific words to convince consumers of a product's value; these linguistic devices describe the product's apparent capabilities and appeal to the consumer's ego by suggesting that the product will enhance the assets the consumer already possesses. All things considered, the present paper deals with a comparative study of skincare product advertisements in English and Georgian and focuses on the use of persuasive strategies, buzzwords and scientific terminology in the advertisements that manipulate and influence potential consumers.
Klíčová slova
skincare advertisement, manipulation and suggestion, buzzwords, scientific words/terminology, conceptual metaphor, implied metaphor
Reference
Arroyo, D. (2009) ‘Phraseological units: persuasion and translation’. Revista Alicantina de Estudios Ingleses. Special Issue on Current Trends in Persuasive Discourse 22, 45-62. https://doi.org/10.14198/raei.2009.22.04
Cánovas, S. (2005) Semiótica del Discurso Publicitario. Del Signo a la Imagen. Murcia: Servicio de Publicaciones de la Universidad de Murcia.
Conger, J. (1998) ‘The necessary art of persuasion.’ Harvard business review, 88-90.
Danciu, V. (2014) ‘Manipulative marketing through persuasion and manipulation of the consumer advertising’. Theoretical and Applied Economics Volume XXI (2014), No. 2(591), 19-34.
Harris, C. A. (1990) ‘Sell! Buy! Semiolinguistic manipulation in print advertising’. Semiotics, 22-27. https://doi.org/10.5840/cpsem19902
Kara-Мursa, S. H. (2001) Manipulation of consciousness. Moscow: Eksmo.
Lévi-Strauss, C. (1969) The Raw and the Cooked. Chicago: University of Chicago Press.
Maslow, A. (2009) Motivation and identity. Moscow: Piter.
Tanaka, K. (1994) Advertising Language. A Pragmatic Approach to Advertisements in Britain and Japan. London: Routledge.
Teves, S. (2009) ‘Fallacious” Arguments made by the Dieting Industry’. Theoretical and Applied Economics Volume XXI (2014), No. 2(591), 19-34.