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- 2. Insufficient degree of studying the popularity and general role of blending in advertising cause the necessity
- 3. Блендинг и его примеры Let’s have a look at the 1st our task: to study the
- 4. Виды блендов We also can say that there are different types of blends such as: 1).
- 5. Примеры наружной рекламы Our the second task was to ascertain the place of blending in modern
- 6. Диалог, схема воздействия Recently I have started to watch detective series “Elementary” about Sherlock Holms and
- 7. Функции блендинга в рекламе According to this we can determine the functions of blends in advertisement
- 8. График 1 The next step of our investigation was to reveal the degree of its use
- 10. График 2 The next figure shows the popularity of stylistic devices and expressive means of language
- 11. График 3 We were studying blending as one of the ways in word-building so it’s definitely
- 12. Полученные результаты We can say that English language in general and the language of advertising in
- 14. Скачать презентацию
Слайд 2Insufficient degree of studying the popularity and general role of blending in advertising
Insufficient degree of studying the popularity and general role of blending in advertising
The aim of the study is to define and formulate the functions of blends; to analyse and determine the degree of using blending in modern advertising. The tasks of our work were:
1) to study the theory of word-formation process (like blending) to identify the
essence of this process as independent way of word-building;
2) to ascertain the place of blending in modern advertising;
3) to analyse and determine functions of blends in advertisement;
4) to reveal the frequency of its use in modern advertising.
Слайд 3Блендинг и его примеры
Let’s have a look at the 1st our task:
Блендинг и его примеры
Let’s have a look at the 1st our task:
Studying the material we have found that blending is a special type of compounding by means of merging parts of words into one new word, where one has been shortened. The shortening can be by simple omission of a part of a word or it can be a result of overlapping sounds or letters.
Слайд 4Виды блендов
We also can say that there are different types of blends such
Виды блендов
We also can say that there are different types of blends such
1). Blends with overlapping (two words share a common middle) Cartune “musical cartoon”= cartoon+tune; filmania = film+mania ;
2). Blends with clipping :
whole word plus part of second fanzine = fan+magazine;
part of 1st word plus whole of second Amway = American+way;
first bit of first word, last bit of second brunch = breakfast+lunch;
both first bits Fedex = Federal+Express;
others podcast = ipod+broadcast.
3). Blends with clipping at boundaries Oxbridge = Oxford+Cambridge;
4). Blends with clipping and overlapping lipfinity = lipstick+infinity.
To sum up, we can say that blending has its own features that makes it an independent way of word-building.
Слайд 5Примеры наружной рекламы
Our the second task was to ascertain the place of blending
Примеры наружной рекламы
Our the second task was to ascertain the place of blending
In our days advertising takes a huge part of our every-day life. We can see it everywhere, anytime and even don’t pay an attention to what the unusual words or slogans mean.
Have you ever thought about the meaning of such words like Adidas, Lenovo, MicroSoft, webinar, Maxfactor? All of them are examples of blending. We can find them anywhere: in magazines, catalogues, on television or in internet, going shopping or even in our bathrooms like brands of different goods, etc.
We have noticed that this way of word-formation is rather pupolar in modern advertisement. So, the other questions we asked ourselves were: why are blends so useful for the advertisement? And what functions do they have?
Слайд 6Диалог, схема воздействия
Recently I have started to watch detective series “Elementary” about Sherlock
Диалог, схема воздействия
Recently I have started to watch detective series “Elementary” about Sherlock
Слайд 7Функции блендинга в рекламе
According to this we can determine the functions of blends
Функции блендинга в рекламе
According to this we can determine the functions of blends
1). the function of compression – laconicism of the statement acrobat = acrobatics+robot (toy);
2). the function of stimulation or motivation – unusual advertisement attracts the potential client`s attention at the particular product cashmiracle = cashmere+miracle;
3). the function of game – there is a certain tone, word-game or “lexical teases” and emotional color: humor, irony, even sometimes it can be sarcasm in some cases) fabricadabra – brend of underwear; hairobics – goods for hair care;
4). intellectual function – it involves a process of decryption. Reader tries to determine the parts of the new words yougushake = youghurt+milkshake (coctail), camcorder = camera+recorder;
5). and finally psychological function – agree that everyone will remember unusual slogan or brand longer than ordinary Count Chocula = chocolate+Dracula (brand of flakes), chambull = champagne+Red Bull (drink).
Слайд 8График 1
The next step of our investigation was to reveal the degree of
График 1
The next step of our investigation was to reveal the degree of
We came to the conclusion that among the other stylistic devices such as epithets, metaphors and others, blending take the same place as lexical repetitions. You can see the results in this figure.
Слайд 10График 2
The next figure shows the popularity of stylistic devices and expressive means
График 2
The next figure shows the popularity of stylistic devices and expressive means
Слайд 11График 3
We were studying blending as one of the ways in word-building so
График 3
We were studying blending as one of the ways in word-building so
So, we can say that blending takes the third position. The most popular is composition and the method of compounding.as
Слайд 12Полученные результаты
We can say that English language in general and the language
Полученные результаты
We can say that English language in general and the language