Means of Expressing Evaluation in English-Speaking Discourse of Advertising (Based on the Perfume and Cosmetics Advertising).

Abstract

The thesis focuses on the study of the category of evaluation in advertising slogans of cosmetic products.
The corpus includes the slogans of cosmetic products, selected by the method of continuous sampling on the Internet from the official websites of advertising companies. The sample size is 161 slogans.
The thesis focuses on the analysis and research of means of expression in advertising, in the slogans of cosmetic products. The thesis is divided into two main parts. The theoretical part includes a description of basic concepts such as "advertising", "slogan", "evaluation" and their characteristics. In the practical part the linguistic analysis of advertising slogans on lexical, syntactic, and stylistic levels is carried out.
A study of slogans found that most of them do not openly encourage the consumer to buy the advertised product. Their influence can be called indirect. It is carried out due to the form and style of the slogan, revealing its subtext. As a result, the authors of slogans create an image around them that directly affects the choice of the consumer. Among the lexical means an important role is played by vocabulary with a positive connotation, which contributes to the establishment of pleasant associations. The average length of the slogan is 5 words.
Despite the large number of classification variations, it should be remembered that one of the most important requirements for the slogan is the use of emotional connotations to implement its functions of attracting attention and influencing the reader.