Advertising has become the part and parcel of present-day life. From everywhere around us, advertisements of diverse types attack our privacy. In spite of it, there is an attractive power, which is able to manipulate the consumer; an invisible voice of advertisement advocates, encourages, asks, announces and deeply embeds into peoples’ minds. In the last decades, the market glut of advertising caused the increased intention and interest in linguistic aspect of advertising. Advertising has become a science. People began to describe, analyze the linguistic means and evaluate the language trying to find out the principles, create new kinds of relationship between elements of language and improve the techniques, with the aim to be unique and maximize the effect at full blast. Who might be interested in advertising language? Advertising texts are of great value for the analyses from linguistic, sociologist, sociolinguistic, psychological, and ethnologic and last but not least marketing point of view. Linguists are interested in language of advertising because they want to know how particular language works in this type of discourse, which linguistic means are used here and how advertising language is changing in the course time. Sociologists may be interested in the fact, how advertising influences the values, attitudes and behavior of the society. On the other hand, sociolinguists may study the effects of any aspect of society on the way language is used in advertising in the course of time. Psychologists may try to examine the effect of the advertising on human mind and motivation to fulfill material and social needs. Ethnology may find in this field a good evidence of how the culture of the nation has been developing. And marketing experts and advertising agencies are interested in the language of advertising to find the tricks how to make advertising more effective. English advertising exploits from the high adaptability of the English language. English enables...

In the theoretical part, we approached advertising as a type of communication between producer and consumer of the product. We analyzed and described basic principles of advertising printed texts. The theoretical part of the bachelor’s paper provided an analysis of language of advertising and served as a basis for the research part. To be able to make analysis of slogans in such extent, we had to include all the aspects of language – from phonological to semantic aspect. We shall briefly offer the results of the research: • On average, every fifth slogan contains ellipsis. • On average, every fifteenth slogan contains phrasal verb. • On average, every ninth slogan contains parallelism. • The most widely sentence type is declarative (53 %). • The most widely used auxiliary verbs are ‘can’ and ‘will’. • The majority of verbs are finite (65 %). • The majority of finite verbs are in present simple form (86 %). • The majority of slogans are of third person narrator (92 %). • The majority of adjectives are gradable (70 %). • From the 3 tropes (metaphor; personification; polysemy/homonymy), metaphor is most popular among slogans.

By the research we also discovered that the writers of advertising texts often use words like ‘new’ (+ words containing ‘new’: anew, renew), ‘just’, ‘perfect’ (+ perfection, perfectly), ‘real’ (+ really), ‘better’, ‘best’, ‘first’, ‘right’, ‘only’, ‘complete’ (+ completely). The values, which express the use of pronoun ‘you’ and possessive form ‘your’ in research sample confirm the intention of the copywriters to come closer to the consumer and evoke the feeling of intimacy. The correctness of the theory of Vestergaard and Schroder has been in our research certified. We have found 11 cases of using the verb ‘get’, but any case of a verb ‘buy’. We observed that the informal style of advertising language predominates over the formal style. We found the formal style of writing only in scientific and business types of magazines. In scientific...