Linguistic creativity in the language of print advertising

Abstract

This bachelor work deals with the language of print advertising. The work attempts to describe and analyze some of linguistic means that advertisers use to their advantage. It is mainly concerned with creative aspects of this type of language, with rule-breaking and intentional deviations which are intended to attract the audience. At the beginning of the work, advertising in general and basic terminology are introduced, followed by essential semiotic concepts. Subsequent chapters deal with words in advertisements and their formation, use of figurative language and sense relations. Main emphasis is put on the constructive use of linguistic creativity and altering conventional language. The last part of the work analyzes in detail several chosen advertisements and points out the most commonly used strategies.