PROBLEMS OF LINGUISTIC ANALYSIS OF THE LANGUAGE OF TELEVISION AND PRINT ADVERTISING
Keywords:
linguistic analysis, advertising discourse, television advertising, print advertisingAbstract
The article examines the problems faced in linguistic analysis of the language of television and print advertising. Advertising discourse, being highly dynamic and multimodal, presents significant challenges for linguistic research due to its hybrid nature, pragmatic orientation, and reliance on cultural codes. The study highlights the complexity of identifying semantic layers, decoding implicit meanings, and differentiating between linguistic and non-linguistic components. Television and print advertising are compared in terms of their communicative strategies, revealing the difficulties of analyzing language when it is integrated with visual and auditory elements. The article argues that a comprehensive approach is needed to fully understand the persuasive mechanisms of advertising texts.
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