THE SEMANTIC AND GRAMMATICAL PECULIARITIES OF FRAGRANCE ADVERTISEMENTS IN MODERN ENGLISH
DOI:
https://doi.org/10.32689/maup.philol.2024.1.8Keywords:
semantics, pragmatics, fragrance advertisement, concept, communicative intention, sign, media, the recipientAbstract
The aim of the paper is to identify the semantic and grammatical peculiarities of the most noticeable fragrance advertising texts in Modern English. The impact of semiotics on the promotion of fragrance products has been analyzed. Methodology. According to the purpose and the tasks of the research, namely the functional peculiarities identification of fragrance advertising texts, the functional method that envisages the study of language in activity has been used. Such methods as: the inductive-deductive method of analysis of language material; the method of the semantic modeling, the method of the quantitative counting of received language empirical data, the method of semiotic analysis contribute to figuring out the main components of fragrance concept. Scientific novelty of the paper coincides with the factors influencing the translation of fragrance advertising texts from the English language into the Ukrainian language. These factors include the following points: the communicative purpose of the advertising text and the communicative intention of the author and the type of a recipient. Other parameters include the peculiarities of intercultural and socio-cultural communication aimed at a mutual understanding between the English and the Ukrainians in the process of translating fragrance advertising texts. Summary. As a result of our research we have testified the concept of fragrance and established its peculiarities. Accordingly the features of the compositional structure of advertising discourse, the role of verbal and non-verbal components of the advertising text and the factors influencing the translation of fragrance advertising texts have been determined and highlighted. We have established the lexical, grammatical and semantic features of the Englishlanguage advertising texts relevant to their communicative-pragmatic potentiality. The emphasis on the differences in language use of male/female perfume advertisements and the image, they influence the consumer have been given. It is postulated the idea that the translation of fragrance ad texts requires a wide range of skills for the final product of translation to be an ‘adequate, sophisticated and influential’ one.
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