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- Title
STIMULATIVE OR KEY WORDS AS A SEMANTIC BRIDGE BETWEEN THE LANGUAGE AND SOCIAL VALUES, SHOWN ON AN EXAMPLE OF A TEXT IN A GERMAN TRAVEL WELLNESS CATALOGUE.
- Authors
Premrov, Emira
- Abstract
Language is not only a communication tool but it also has the function communicating social and cultural experience and values. Stimulative or key words represent a compressed verbal expression of the current social values and its development tendencies. Such words in advertising texts have been the subject of a lot of research. According to the analysis, social, cultural and historical changes are reflected also at the language level of advertising. This analysis aims at presenting the application of stimulative or key words in a corpus, made of texts in a German travel wellness catalogue. The selection of verbal and non-verbal means, used in such texts, which have not only information but also advertising nature, and the related appealing function, depends on the target group, the product or service which is being offered, and the communication or advertising objective. The analysis is focused on the use, if any, of key or stimulative words, typical of such texts. The applied verbal means, affected by culture -- key words or stimulative words can serve as a semantic expression of social values and social characteristics. By using them, the current social trends are transferred to the product or service offered or to the potential user. At the same time, the stimulative or key words should awake the need for the product or service offered, aiming at satisfying social stereotypes. The analysed corpus is characterised by short and brief expressing, and memorable and well-founded presentation of a product or service. Stimulative or key words that are used, comply with the current social trends, characteristics of the register used, characteristics of the product or service offered, language laws, and the receiver's beliefs, views and experience. The latter depend on cultural, social and historical factors.
- Subjects
KEYWORDS; SEMANTICS research; SOCIOLINGUISTIC research; SOCIAL values; COMMERCIAL catalogs; GERMAN terms &; phrases; TOURISM advertising; MEDICAL tourism
- Publication
Management & Education / Upravlenie i Obrazovanie, 2014, Vol 10, Issue 4, p51
- ISSN
1312-6121
- Publication type
Article