Original scientific paper
https://doi.org/10.7225/toms.v05.n01.005
Linguistic Analysis of English Advertising Slogans in Yachting
Tomislav Skračić
orcid.org/0000-0003-4798-832X
; University of Split, Faculty of Maritime Studies, Split, Croatia
Petar Kosović
; University of Split, Faculty of Maritime Studies, Split, Croatia
Abstract
The paper discusses the linguistic characteristics of
yachting slogans, short messages that advertise sail and power
boats, boating equipment and services in nautical magazines.
The objective of the paper has been to identify and describe
the language features of yachting slogans at phonological,
lexical, syntactic and semantic level, with due attention drawn
to the functionality of these messages in comparison with the
messages relayed by slogans in other trades. The study has
revealed that, due to the specific market niche, most yachting
slogans tend to use specific language devices and discourse.
The qualitative analysis has enabled familiarisation with the
principles of creating advertising slogans in yachting and their
most prominent strengths and weaknesses. Hence professionals
involved in designing and releasing advertising slogans may also
find the results of the study useful.
Keywords
Advertising; Slogan; Yachting; Linguistics; Analysis
Hrčak ID:
156249
URI
Publication date:
20.4.2016.
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