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Title

The Use of Stylistic Means in Modern English-Language Advertising Discourse to Reflect a Person's Appearance

Author

Olena Lysenko, Oleksandr Polishchuk, Liliia Honcharuk, Olha Zaluzhna, Iryna Tychyna

Vol. 22  No. 11  pp. 764-770

Abstract

As of today, the issue of the development of English-language advertising discourse is gaining its relevance due to the breadth of phrases, approaches and possibilities of designing a person’s appearance in an advertising context. The importance of using stylistic images of modern English advertising discourse lies in the analysis of tools for improving the advertising policy of enterprises and organizations. The peculiarities of negotiations, the use of business etiquette on the basis of designing appearance determine the practical significance of the study. The theoretical and methodological foundations are in the semantic and cultural development of English as the most popular and widely used language. This leads to a high level of approaches to the use of speech constructions of differentiated form, which forms a certain regionalization of linguistic techniques of advertising discourse. The problem of the study is the modern stylistic image of human appearance and ways of their implementation in the advertising discourse of the English-speaking environment. The purpose of the article is to analyze the processes of development of stylistic means of English advertising discourse. The methodological approach to the use and application of stylistic means is implemented, the linguistic parts are distributed and a statistical study is conducted on the most popular and relevant forms of using the image of human appearance in advertising discourse. This approach makes it possible to consider the peculiarities of their use and provide characteristics. Important in the article is the analysis of modern business etiquette and comparison of slogans of advertising companies and different approaches to the use and analysis of human appearance. The results of the study indicate the current state of development of English-language advertising discourse and approaches to its use in its various segments.

Keywords

advertising discourse, stylistic coloring, reflection of appearance, English discourse, lexical and semantic constructions, parts of speech, adjectives. JEL Classification

URL

http://paper.ijcsns.org/07_book/202211/202211106.pdf