Advertisment – the phenomenon of communication

Kamilla Zakirbayeva

Bachelor's thesis

Abstract:

This bachelor's thesis consists of an introduction, theoretical and practical part, conclusion and list of used literature. The first chapters describe the emergence of advertising, its traditions, role in our lives, as well as its tasks. In the theoretical part pays special attention to the components of the communicative structure of the advertising text, its voice and influence of the genre. In the next part deals with the theoretical and practical point of view, the advertising slogan and also analyses some of the techniques used in its construction. A special place is taken by the topic devoted to Association in advertising and its types connected with their influence on conscious and unconscious spheres of the mentality of the person, including the use of trails as figurative means in modern advertising. A separate Chapter is the theoretical and practical topic "Linguistic manipulation" where the practical use of the language as a manipulator is understood on the examples of advertising text. This bachelor's thesis uses examples of advertising texts and slogans from Russian and American television, radio, magazines and Newspapers, various websites on the Internet, city billboards, Bulletin boards, posters, etc.during trips to Russia, America and Kazakhstan. The problem of advertising requires constant study, as our life, society and language are in constant motion, development, change.

Keywords

Marketing, advertising, communication, consumer, customer, manipulation, influence, product, television.

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2018

Thesis defence

• Date of defence: 19. 6. 2018
• Supervisor: Ing. Jiří Šnajdar
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication