Статья 'Морфологическое наполнение рекламных слоганов в сфере образования ' - журнал 'Litera' - NotaBene.ru
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The Morphological Content of Advertising Slogans in the Field of Education

Suvorova Nadezhda Nikolaevna

PhD in Pedagogy

associate professor of the Department of The Russian and Foreign Languages at Omsk State Transport University

644046, Russia, Omsk Region, Omsk, Karl Marx' str., 35

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The article is devoted to the study of text ad from the point of view of morphology of the Russian language. The author addresses to this subject because it allows to consider an extensive language material, is interseting from the point of view of the Russian language and the lack of research in this area. This author of the article describes content words, peculiarities of their use and frequency of use in advertising slogans representing educational services. The object of the research is content words in advertising slogans representing the sphere of education. The purpose of the research is to describe peculiarities and to analyze how frequent content words are used in advertising slogans of education. The practical basis of the research involves advertising slogans in the sphere of education. To achieve the goals, the author has used data processing data including mathematical and statistical methods. During the analysis of advertising material of the education sector the author has revealed that such parts of speech as nouns, adjectives and verbs are more common than others. Nouns perform their basic function (naming) and come first. Verbs bring dynamics into an advertising slogan, attracts and holds attention of a consumer while adjectives decorate an advertising message or clarify a service. They are used mostly with the same frequency. Other parts of speech such as numerals, pronouns and adverbs, are met less frequently but perform very important functions, too, in particular, they make a reference to the item being advertised, clarify a service or present an advertising feature.  

Keywords: occurrence, numeral, verb, adjective, noun, category, slogan, content words, morphology, peculiarities of use
This article written in Russian. You can find full text of article in Russian here .

Krivonosov A.D. PR-tekst v sisteme publichnykh kommunikatsii. SPb.: Peterburgskoe Vostokovedenie, 2002. S. 13-14.
Morozova I. L. Slagaya slogany. M.:RIP-kholding, 2002. 129 s.
Ozhegov S.I., Shvedova N.Yu. Tolkovyi slovar' russkogo yazyka. M., 2001. S. 675.
Otkrytye metodiki reklamy i PublicRelations. Kreativnye tekhnologii. Reklamnoe izmerenie / Pod red. S.V. Sycheva. M.: «Os'-89» , 2004. 320 s.
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