Manipulation of society through advertising. Language manipulation mechanisms in advertisements

Diploma Thesis from the year 2014 in the subject Communications - Public Relations Advertising Marketing Social Media grade: - language: English abstract: The diploma paper is a research of the written advertising from the linguistic and translation perspective. The aim of this paper is to point out the language manipulation mechanisms and the strategies of advertising translation. The Paper has the following structure: the annotations in the English and Romanian languages the introduction two chapters: a theoretical and a practical one each one containing a conclusion the general conclusions the bibliography made up from 12 consulted books 4 articles and 8 internet resources consulted sites and the appendix. The paper presents the concept of manipulation through advertising and namely the language manipulation mechanisms in advertisements which are being presented by lexical features which include weasel words and emotionally coloured words by grammatical and syntactic features which mostly relate to the way text is constructed and the intentional mistakes committed in advertising texts. We will see what the words that are frequently used in advertising are. The third aspect that represents language manipulation mechanisms is stylistic dimensions which implies such stylistic devices as personification metaphors metonymy synecdoche puns imperatives. We will find out to which stylistic devices advertisers love to resort. Aside from this we will discuss about translation strategies in advertising which can be summarized to three main strategies: literal translation free translation and idiomatic translations. We will also notice that the translation of advertising depends not only on cultural aspects. Many of authors that wrote about translation of advertising have different opinions upon how this topic should be approached. Based on the practical chapter we will try to find out what is more relevant and what wins over: to transmit the