ONOMATOPOEIA AS AN EXPRESSIVE MEANS OF THE ADVERTISING TEXTS (ON THE BASIS OF THE ENGLISH AND GERMAN ADVERTISING TEXTS)
DOI: 10.23951/1609-624X-2017-3-68-74
The theoretical part of the article dwells upon onomatopoeia as a lexical expressive means employed in the advert, the principles of referring a word to the onomatopoetic class of words (for example, the etymological label “imitative” in English and “lautmalende” in German), the classification of the onomatopoetic words in accordance with the source of the sound, as well as the reasons for using the words of the imitative origin by the copywriters. Due to the above said the practical part of the article consists of the adverts (both in English and German) containing the examples of onomatopoetic words used as notional parts of speech. The analysis (comparative in character) being made, it’s possible to conclude that the words of onomatopoetic origin function mostly as nouns in English, and verbs in German. Their principle roles in the texts are as follows: 1) to create an attractive acoustic image of a product; 2) to attract recipient’s attention to the specific characteristics of a product; 3) to single out the product from a range of similar goods, thus making it more effective for memorizing the brand by rhyming echo-phrases; 4) to increase the general expressiveness and emotional impact of the text; 5) to make it less formal and more laconic. Exclamatory interjections are also used in an advertising text making the latter not only less formal, more comprehensible for an average customer but also more compact and economically effective.
Keywords: onomatopoeia, an imitative origin of the word, lexical expressive means, advertisement
References:
1. Dobrosklonskaya T. G. Voprosy izucheniya mediatekstov: opyt issledovaniya sovremennoy angliyskoy mediarechi [The issues of media texts: the experimental study of the modern English media speech]. Moscow, MAKS Press Publ., 2000. 288 p. (in Russian).
2. Moshheva S. V. Sposoby dostizheniya ekspressivnosti v reklamnom tekste: yazykovye i neyazykovye vyrazitel’nye sredstva [The ways to achieve the expressiveness in the advertising text: linguistic and non-linguistic ways]. Ivanovo, Ivanovsky State University of Chemistry and Technology Publ., 2008. 108 p. (in Russian)
3. Habibullina O. A. Zvukopodrazhatel’nye slova v sisteme nerodstvennykh yazykov: sopostavitel’nyy aspekt [Onomatipoetic words in the system of unrelared languages: a comparative aspect]. Sterlitamak, Sterlitamak State Teaching Academy of Zaynab Biisheva Publ., 2008. 137 p. (in Russian).
4. Skalichka V. Issledovaniye vengerskikh zvukopodrazhatel’nykh vyrazheniy [The study of the Hungarian onomatopoetic expressions]. Prazhskiy lingvisticheskiy kruzhok: sbornik statey pod red. N. Kondrashova [Prague Linguistic Society: collection of articles ed. by A. N. Kondrashov]. Moscow, Progress Publ., 1967. 559 p. (in Russian).
5. Ivanova S. V., Nikolaeva A. V. Rol’ “pustykh” slov v tekste reklamy (na materiale angloyazychnykh reklamnykh tekstov) [The role of “empty” words in the advertizing texts (on the basis of the English commercials)]. Politicheskaya lingvistika – Political Linguistics, 2011, vol. 4 (38), pp. 202–209 (in Russian).
6. Babaeva R. I. Neznamenatel’naya leksika v nemetskom obikhodnom diskurse (pragmaticheskiy aspekt). Dis. dokt. filol. nauk [Functional words in the German colloquial discourse (pragmatic aspect). Diss. cand. philol. sci.]. Moscow, 2008. 258 p. (in Russian).
7. Shestakova O. V. Funktsii onomatopei v nemetskoy reklame [The functions of onomatopoeia in the German commercials]. Filologicheskiye nauki. Voprosy teorii i praktiki – Philological Science. The issues of theory and practice, 2013, no. 5, part 2, pp. 208–213 (in Russian).
8. Cosmopolitan, 2010, vol. 248, no. 5.
9. Oxford Dictionary of English. Oxford, Oxford University Press, 2005.
10. Good things, 2016, vol. 89, no. 10.
11. Elle, 2015, vol. 252, no. 9.
12. Duden. Deutsches Universalworterbuch. Mannheim, Wien, Zurich, Dudenverl., 1989. 1504 S.
13. Telecom Handel. URL: http://www.jimsreviewroom.com/uploads/4/5/0/7 /45078185/887033_orig.jpg (accessed 10.07.2016).
14. Alcatel Idol 4. URL: http:/muizre.ru/_dr/65/30092444.jpg (accessed 16.08.2016).
15. Efremova T. F. Bol’shoy sovremennyy tolkovyy slovar’ russkogo yazyka [Big modern explanatory dictionary of Russian]. Moscow, AST, Astrel Publ., 2006 (in Russian).
16. Marie Claire, 2015, vol. 269, no. 12.
17. Psychologies UK, 2016, vol. 278, no. 10.
18. Glamour UK, 2015, vol. 252, no. 10.
19. Natural Medicine, 2016, vol. 101, no. 10.
20. German Wings. URL: http://reisehugo.de/wp-content/uploads/2013/11/lidl-aktion-germanwings-lidl-reisen-angebot-germanwings-angebot.jpg (accessed 29.09.2016).
21. Slovari i entsiklopedii na Akademike [Dictionaries and Encyclopedias with Academician] (in Russian). URL: http://dic.academic.ru/searchall.php?SWord=schnappen (accessed 26.08.2016).
22. Schnupftabak. URL: http://www.schnupftabak.org/weisser-schnupftabak/ (accessed 05.10.2016).
23. Uhrforum. URL: http://www.umluex.at/bilder/b-041004.jpg (accessed 16.09.2016).
24. Glamour USA, 2015, vol. 252, no. 9.
25. Gourmet, South Africa, 2016, vol. 59, no. 2.
26. Metro, 2014, vol. 3589, no. 1.
27. Cosmopolitan USA, 2016, vol. 316, no. 9.
28. PC tipp. URL: http://www.pctipp.ch/tests/flyer-check/artikel/preisalarm-nexus-5x-ab-fr-259-86163/ (accessed 10.09.2016).
29. Auswandern handbuch. URL: http://www.auswandern-handbuch.de/rente-in-der-schweiz/ (accessed 08.08.2016).
30. Stiftung Warentest. URL: https://www.test.de/thema/dispozinsen/ (accessed 10.08.2016).
( 461.48 kB ) 
( 451.7 kB )
Issue: 3, 2017
Series of issue: Issue 3
Rubric: COMPARATIVE STUDIES
Pages: 68 — 74
Downloads: 689