Kalbiniai lietuviškos interneto reklamos požymiai ir konkurencija su anglų kalba
| Autor: | Vilija Celiešienė |
|---|---|
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Vārds un tā pētīšanas aspekti: rakstu krājums = The Word: Aspects of Research: conference proceedings. :267-279 |
| ISSN: | 2661-5819 1407-4737 |
| DOI: | 10.37384/vtpa.2020.24.267 |
| Popis: | With the rise in mass production, advertising is undergoing sophisticated changes and is transferred from its original form to online space. Many of the world’s major newspapers and magazines have shifted much of their advertising from print to online forms in order to increase readership. The article analyses the linguistic expression of internet advertising as this type of advertising is the least researched by both foreign and Lithuanian linguists. Internet advertising is analysed in several aspects, i.e. the means of expressing the appeal function of advertising texts are discussed, ways of actualisation of advertising language are investigated. As the English language has become dominant in various spheres of language use, including advertising, the relationship between English and Lithuanian in online advertising is studied, the scope and nature of the English language use, the structure of multilingual advertisements and functions of English elements are determined. The sample material is advertising taken from the most popular Lithuanian news portals, e.g. Delfi, Lrytas.lt, 15min.lt. Reviewing the expression of the appeal function of advertising texts in the online media, it can be assumed that the imperative mood is the most commonly used tool with a tone of encouragement and inducement. The addressee tends to be approached in the form of a singular second person to establish a close, friendly relationship. Although the variety of syntactic style tools makes it possible to ‘play’ with an advertising text while making it distinctive and memorable, the Internet news portals under investigation do not have an abundance of syntactic style tools. For the actualization of advertising text, ad creators are more likely to choose lexical tools. The research results suggest that the process of losing the domain of internet advertising in Lithuania is not taking place, i.e., purely Lithuanian advertising prevails. The language of advertising is influenced by the country of origin of the product. The share of non-Lithuanian advertising of companies/goods/services of foreign origin is much higher than that of Lithuanian advertisers. |
| Databáze: | OpenAIRE |
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