Usage of rhetorical figures in advertising slogans

Autor:	Hristo Katrandjiev, Kalina Radova, Ivo Velinov
Rok vydání:	2016
Předmět:	020203 distributed computing Metaphor business.industry Computer science media_common.quotation_subject Appeal Advertising 02 engineering and technology Hyperbole Clothing 0202 electrical engineering electronic engineering information engineering Rhetorical question business Tourism media_common
Zdroj:	Trakia Journal of Science. 14:267-274
ISSN:	1313-3551 1312-1723
DOI:	10.15547/tjs.2016.03.012
Popis:	The purpose of the article is to investigate the usage of rhetorical figures in Bulgarian advertising slogans. The research method includes gathering randomly selected advertising slogans in three media – magazines, internet and TV. The slogans in the sample came from the following categories: Foodstuffs; Drinks; Automobiles, Airlines, Gas stations, and Bus lines; Banks and Insurance companies; Chain Stores and Shopping Centers; Technology and Communications; Clothing and cosmetics; Tourism; Other product categories. Our results show that the most popular figures of thought in Bulgarian advertising slogans are as follows: metaphor, exclamation, antithesis, hyperbole, and aposiopesis. On the other hand, the most frequently used figures of speech are the following: appeal, epithet, and anaphora.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::7b1e990b336fe94a77c9b349b64cfd2e https://doi.org/10.15547/tjs.2016.03.012 Zobrazit plný text záznamu Plný text ve formátu PDF