Advertising slogans (1990-2010)‎ : rhetorical characteristics

Abstract EN

Along with the rapid development of social economy, advertising has penetrated every corner of society and advertising slogans have become increasingly popular.

People are exposed to numerous adverting messages every day.

To compete with many other similar advertising messages, advertisers use various linguistic and rhetorical devices to catch readers’ attention, arouse their desire, and induce their action.

In order to secure a number of readers and to compete with many other similar advertising messages, advertisers try to make their advertisements as effective as possible.

They use various linguistic devices to catch the reader/hearer’s attention.

In this paper, the researcher tries to generalize the major rhetorical characteristics used in advertising slogans from 1990 to 2010 in the hope of helping language learners understand English ads and to highlight the beauty of advertising language