The use of expressive means of speech in advertising texts of the Soviet and modern periods
Views: 77 / PDF downloads: 34
DOI:
https://doi.org/10.32523/2616-678X-2025-153-4-131-142Keywords:
vocabulary, stylistics, advertising, advertising text, expressive means, advertising techniqueAbstract
The article presents a comparative analysis of expressive means of speech used in advertising texts of the Soviet period (1950s–1960s) and in contemporary media advertising (print and digital). The aim of the study is to identify lexical and stylistic features of advertising texts from different historical periods and to examine the mechanisms of persuasive influence on the consumer. The research is based on comparative, descriptive, and linguopragmatic methods. The material of the study includes ten advertising posters of the Soviet period and nine contemporary advertising texts promoting similar mass-consumption products. The analysis focuses on lexical and stylistic devices such as epithets, metaphors, and periphrases, as well as on syntactic constructions characteristic of advertising discourse, including imperative forms, question–answer structures, nominative and elliptical sentences. The research findings demonstrate that Soviet advertising texts are characterized by restraint, conciseness, and a predominantly informative orientation, with a limited use of expressive means. In contrast, contemporary advertising exhibits an expanded expressive potential, actively employing emotionally charged vocabulary, figurative nominations, psychological techniques of influence, and dialogic strategies aimed at establishing contact with the addressee. A comparative examination of advertising texts from different historical periods makes it possible to identify the influence of sociocultural and ideological factors on the linguistic design of advertising discourse.
Downloads
Published
How to Cite
Issue
Section
License
Here is the academic English version suitable for publication on the journal website:
The academic journal “Bulletin of L.N. Gumilyov Eurasian National University. Philology Series” adheres to an Open Access policy for all published materials, based on the principle of free and equitable dissemination of scholarly knowledge. The Editorial Board believes that open access to research results contributes to the advancement of philological science, strengthens academic communication, and promotes the integration of national research into the international scientific community.
1. Free and Open Access
All articles published in the journal are made openly available on the official website of the journal and are accessible to all users without restrictions, registration, or payment.
Users are entitled to:
-
freely read and download materials;
-
copy and distribute the texts of publications;
-
print articles;
-
use materials for scientific and educational purposes, provided that proper attribution is given to the author(s) and the original source of publication.
2. Licensing
Journal materials are distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) license:
https://creativecommons.org/licenses/by-nc/4.0/
This license permits the use, copying, distribution, and adaptation of the materials for non-commercial purposes, provided that appropriate credit is given to the author(s) and a link to the original publication is included.
3. Benefits of Open Access
The Open Access policy ensures:
-
increased visibility and citation of scholarly publications;
-
prompt dissemination of research findings in the fields of philology, linguistics, literary studies, and translation studies;
-
expansion of international academic cooperation;
-
access for readers to up-to-date scientific information without financial or technical barriers.
The Editorial Board is committed to ensuring transparency in editorial processes, maintaining high standards of peer review, and providing broad accessibility to research outcomes in the field of philological studies.
