Лингвокультурология | Филологический аспект №03 (107) Март 2024

Лингвокультурные особенности британской рекламы

Бурикова Светлана Александровна
кандидат филологических наук, доцент кафедры иностранных языков экономического факультета Российского университета дружбы народов, РФ, г. Москва, burickova.swetlana@yandex.ru
Абдрашитова Динара Радиевна
Ассистент кафедры, Институт мировой экономики и бизнеса, Российский университет дружбы народов, РФ, г. Москва, dododinara@mail.ru

Аннотация: В контексте международной коммуникации рекламный дискурс обладает уникальными характеристиками, которые отличают его от других форм общения. В данном исследовании рассматриваются лингвистические особенности британской рекламы с целью выявления их роли в усилении эффективности рекламы и отражении культурных ценностей. В результате анализа 99 примеров из печатной и видеорекламы были выявлены такие распространенные лингвистические приемы, как простые структуры предложений, глагольные конструкции и сравнительные обороты речи. Кроме того, были выявлены культурные особенности британской рекламы, в том числе недосказанность, самобытность и опора на английский юмор. Изучение примеров из популярных британских изданий позволило получить ценные сведения о пересечении языка, культуры и рекламных стратегий, что расширило наше понимание того, как реклама формирует общественные нормы и ценности.
Ключевые слова: реклама, лингвистические особенности, британская культура, покупательское поведение, рекламный дискурс.

Burikova Svetlana Aleksandrovna
PhD in Linguistics, Associate Professor, Foreign Languages Department, School of Economics, Peoples' Friendship University of Russia, Russia, Moscow
Abdrashitova Dinara Radievna
Department assistant, Institute of World Economy and Business, Peoples’ Friendship University of Russia, Russia, Moscow

Abstract: In the context of global communication, advertising discourse holds unique characteristics that distinguish it from other forms of communication. This study delves into the linguistic features specific to British advertising, aiming to clarify their role in enhancing advertising effectiveness and reflecting cultural characteristics. Through an analysis of 99 examples from print and video advertisements, prevalent linguistic techniques such as simple sentence structures, verb constructions, and comparative language were identified. Additionally, cultural traits of British advertising, including understatement, distinctiveness, and a reliance on English humor, were evident. By examining examples from popular British publications, valuable insights were gained into the intersection of language, culture, and advertising strategies, increasing our understanding of how advertising shapes societal norms and values.
Keywords: advertising, linguistic features, British culture, consumer behavior, advertising discourse.

With the advent of global communication, the realm of advertising discourse extends widely, taking on distinct qualities that set it apart from various other forms of communication. These distinctive features encompass the pervasive and multi-layered nature of the conveyed information, the utmost consideration for human intelligence, and the emphasis on conditions that guarantee the efficacy of the advertising message.

In the realm of linguistics, understanding the intricacies of advertising language is of paramount importance due to the pervasive influence of advertising on modern societies. This scientific article delves into the linguistic features specific to British advertising, offering insights into how language is strategically employed to capture audience attention, convey persuasive messages, and shape consumer behavior.

This scientific article aims to analyze the linguistic features specific to British advertising and their role in enhancing advertising effectiveness. Focusing on language strategies used in British advertisements, the article seeks to provide insights into how these linguistic features capture audience attention, convey persuasive messages, and shape consumer behavior. Additionally, the article aims to elucidate the cultural characteristics reflected in British advertisements and their impact on linguistic choices, thereby contributing to our understanding of the intersection between language, culture, and advertising strategies.

Advertising is an effective tool for promoting sales, helping to spread information, build brand identity, and engage consumers through special advertising language. To maximize advertising impact, it is important to capture the audience's interest and curiosity. This involves using concise, original, compelling, and persuasive language to ensure the message is fully understood.

Linguistic features of British advertisement

In this study, we analyze the linguistic and cultural aspects of advertising in the United Kingdom, based on examples from popular British publications, including Top Santé UK, The Week UK, Elle UK, OK! Magazine UK, Hello! Magazine UK, Reader’s Digest UK, and Good Housekeeping UK. We conducted an analysis of 78 English-language print advertising texts and 21 video clips, focusing on identifying the most characteristic and frequently encountered linguacultural features expressed through linguistic means.

Syntactic means

1. One-member sentences

The use of one-member sentences, or simple sentences, is the most common syntactic device for expressiveness in advertising texts. Simple sentences are those containing only one main clause, with either only the predicate or only the subject. For example:

Time to dream. (Vitabiotics) [Top Santé UK. April 2024, p. 10]

Fluent in Finance. (Barclays bank)

No ordinary airline. (Virgin Atlantic)

The slogans presented serve as examples of nominal sentences. Such constructions, where one of the main components is omitted, do not critically affect the meaning of the sentence. On the contrary, they streamline and condense the advertising text, thereby positively impacting its memorability.

Have a break, have KitKat (KitKat chocolate bar)

2. Verb phrase

The most significant characteristic of advertising text is the presence of verbal combinations. As H. Kaftandzhiev writes, the verb is the most important morphological category, adding life, excitement, movement, strength, and power to thoughts if we want the corresponding text to be readable and dynamic. [1, p. 16] In English-language advertising, the most common verbal combinations are “Buy something”, “Manage it”, “Don’t forget”, “Create”, “Align yourself”. Such imperative sentences are an effective means of manipulation.  Interestingly, they are used in all three parts of the advertising message: in the headline, main text, and echo phrase.

Savvy savers, step this way. Discover cover options for car, home and travel insurance, plus broadband and more. (Go.Compare) [The Week UK. Issue 1478. 9 March 2024, p. 52]

Unlock the radiance this Mother’s Day. Discover Superdrug’s skincare selection for gifting. (Superdrug) [OK! Magazine UK. Issue 1432. 11 March 2024, p. 2]

Discover the unlimited range of styles proposed by the Antarès interchangable strap system and give free rein to your creativity. Finally express your personality with elegance and distinction. (Herbelin) [Hello! Magazine UK. Issue 1830. 11 March 2024, p. 3]

3. Interrogatory and exclamatory sentences

The frequent use of interrogative sentences in advertising is quite predictable: employing these linguistic structures aims to render the speech more natural and expressive while also fostering a sense of dialogue, thereby substantially improving the text's readability [2, p 19]. Interrogative sentences in advertising texts serve diverse purposes: functioning as genuine queries or prompts for contemplation (rhetorical questions), emphasizing particular ideas, conveying suppositions, expressing emotional reactions to situations, among others.

Ready for your next chapter? (Knight Frank) [The Week UK. Issue 1478. 9 March 2024, p. 36]

Want to stay active? Try TURMERIC+ (FutureYou Cambrige) [The Week UK. Issue 1477. 2 March 2024, p. 38]

Do you want a new pair of specs? At a great price? Or contact lenses? Get in touch and we will show you how! (Smithdown Eyecare) [Reader’s Digest UK. April 2024, p. 51]

Stylistic and lexical means

4. Parcellation

Parcellation is a technique involving the deliberate division of a sentence into several independent segments, where the content of the expression is conveyed not in a single, but in two or more speech units, following each other after a separating pause. Such division adds rhythm to the advertising text.

Discover. Book. Glow. (Fresha) [Elle UK. April 2024, p. 193]

With you. For life. (Boots)

5. Anaphora

Anaphora is a rhetorical device characterized by the repetition of similar sound elements, words, or phrases at the beginning of successive clauses or sentences. It is widely employed in advertising texts, especially in headlines, because the initial part of a headline is typically more memorable, and the use of anaphora further enhances memorability.

Let’s talk about savings. Let’s talk about pensions. Let’s talk about retirement. Let’s talk about making the most of living longer. (Phoenix) [The Week UK. Issue 1479, p. 41]

6. Comparative and superlative degrees of adjectives and adverbs

The comparative degree of adjectives and adverbs, as well as the superlative degree of adjectives and intensifiers, are important tools in advertising texts to emphasise the quality characteristics of a product. They help to create an impression of the high level of the goods and convince the consumer of its superiority over competitors. The inclusion of such degrees in attributive descriptions increases the persuasiveness and attractiveness of the advertisement, which contributes to its effectiveness.

Heating made cooler. (BestHeating UK) [Good Housekeeping UK. April 2024, p. 57]

With you for our best value. (Boots) [OK! Magazine UK. Issue 1432. 11 March 2024, p. 86]

In your best interest. (Nationwide bank) [The Week UK. Issue 1476. February 2024, p. 10]

Figure 1: Results of the study

We examined a total of 99 examples encompassing both print advertisements and video commercials. Among the various linguocultural techniques employed to engage potential consumers, the most prevalent was the utilization of simple sentence, observed in 29 examples. Additionally, advertisers in the UK demonstrated a preference for verb constructions aimed at influencing consumer behavior, evident in 21 cases. Comparative and superlative forms of adjectives and adverbs were also commonly utilized, appearing in 16 instances, along with interrogative and exclamatory sentence structures, present in 14 advertising texts. However, the usage of anaphora and parcellation was infrequent, with only 10 and 9 occurrences, respectively, likely due to their complexity for comprehension.

Cultural characteristics of British advertisement

Advertising text serves as a significant source for understanding the value orientations and cultural nuances of contemporary society. It adapts to linguistic and cultural environments while also influencing their development. Advertising reflects the culturally specific worldview and can shape ideological perspectives. Its impact is influenced by linguistic techniques and its widespread dissemination. Thus, advertising plays a role in both reflecting and shaping linguocultural stereotypes, introducing new linguistic elements and affecting the overall linguistic landscape.

Advertising, as part of socio-cultural dynamics, tied to specific time and space contexts, has a historical dimension. It reflects cultural aspects and symbols. The notion of advertising as a cultural phenomenon was initially proposed by the Canadian cultural scientist Marshall McLuhan. His concept highlights advertising as a condensed portrayal of modernity, encompassing various aspects of collective experiences and emotional states within society [3, p. 6]. Thus, advertising plays a significant role in shaping socio-cultural standards and norms within a national cultural community.

In the context of British advertising, there is a notable tendency towards understatement and distinctiveness. The British are often characterized by their restraint and conservatism, qualities that contribute to their adeptness at finding compromises in various situations. Their strong adherence to traditions and customs is a defining feature of their national identity. Even when the origins of certain traditions are unclear, they are still revered and upheld as part of the cultural heritage. This aspect contributes to Britain's reputation for preserving and incorporating historical elements, no matter how minor, into contemporary life. [5, p. 58] English humour, characterized by its subtlety, frequently influences advertising discourse, where techniques such as wordplay and understatement create an ambiance of irony. It is important to note that straightforward and simplistic advertising appeals may not always resonate with the British audience, given their unique preferences and psychological tendencies. [3, 190]

British advertising embodies understatement and individuality, reflecting the national traits of restraint and conservatism. It celebrates tradition, integrating historical elements into modern contexts, and employs English humor, utilizing techniques like wordplay and understatement to convey irony. Direct appeals may not always resonate, as British audiences prefer advertising that embraces their cultural nuances and psychological tendencies.

The perfect gift for a king. (Gillette)

The advertising slogan, “The perfect gift for a king”, utilizes persuasive language and a regal metaphor to convey a sense of luxury and importance. The term “king” is a powerful and aspirational word choice, creating a positive and confident association with the product. The use of the superlative “perfect” emphasizes the high quality and suitability of the razor as a gift, employing linguistic strategies to appeal to the emotions of potential buyers. Additionally, the brevity of the slogan contributes to its effectiveness. Released around Christmas time, the advertisement strategically taps into the cultural tradition of gift-giving during the festive season. Referring to the razor as “The perfect gift for a king” aligns with the British cultural association of gift-giving during Christmas. The choice of the word “king” carries cultural connotations of royalty and sophistication, playing into the British cultural appreciation for traditions and a sense of regality. By positioning the razor as a gift for a king, the advertisement seeks to elevate the product's status and appeal to the desire for luxury and refinement, especially during a season associated with generosity and celebration.

Eau de Juice. The cutest fragrance ever created. Forget the tea, it's all about the juice.

The use of the phrase “Eau de Juice” in the advertisement is a play on the traditional term “Eau de Perfume”, adding a playful and modern twist to the fragrance. By stating, “The cutest fragrance ever created”, the advertisement employs superlatives to convey a sense of uniqueness and desirability. The choice of expression “Forget the tea, it's all about the juice” utilizes cultural references related to British tea culture. Tea is a symbol deeply embedded in British cultural identity. By suggesting a shift from tea to juice, the advertisement plays on the idea of a refreshing and contemporary choice, appealing to a younger and trend-conscious demographic.

Conclusion

In conclusion, this study successfully presented the main linguistic features specific to British advertising, achieving its primary objective. Through an examination of 99 print and video advertisements, we identified prevalent techniques such as simple sentence structures, verb constructions, and comparative language. While anaphora and parcellation were less common.

The cultural traits of British advertising were evident, including understatement, distinctiveness, and a penchant for English humor. By dissecting examples from popular British publications, we gained valuable insights into how language and culture intersect in advertising strategies. This understanding enhances our knowledge of how advertising influences societal norms and values.

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