Adjectives of evaluation in English ad texts (PDF)

Seminar paper from the year 2018 in the subject English Language and Literature Studies - Linguistics, grade: 90, , language: English, abstract: Nowadays, society constantly changes and it affects absolutely all spheres of human activity. Advertising, as an integral attribute of any entrepreneurial activity, also varies according to the development of society. The effectiveness of an advertising campaign depends on the linguistic design of the ad text.

Advertising as a means of influencing a person's choice is aimed at creating relationships between a company and a potential buyer in order to induce the latter to acquire the advertised product. The interest of scholars in advertising text as one of the types of texts of mass influence, aimed at achieving communicative-pragmatic and expressive-suggestive goals and based on the use of expressive capabilities of language resources of all levels, is at the center of scientific studies.

The problem of evaluation was of interest to philosophers of different times, from ancient Greek thinkers (Anaxagoras, Socrates, Democritus). Today, evaluative values are actively studied in linguistics. The category of evaluation is considered at all levels of the language, linking it with modality, emotionality and expressiveness.

The urgency of this work is stipulated by the fact that insufficiently highlighted the following aspects of the problem under study as means of creation and expression of evaluation in English-language advertising and the specifics of their operation in different types of advertising text.