Ministry of Education and Science of Ukraine

Kyiv National Linguistic University Department of stylistics and linguistics

 

Course Paper

”Idioms in Commercials: Pragmatic Aspect”

 

Scientific supervisor:

Associate Professor V.V. Timofeyeva

 

Kyiv-2006

Contents CONTENTS INTRODUCTION CHAPTER 1. THE LINGUISTIC ESSENCE OF IDIOMS 1.1.    DEFINITION OF THE IDIOM AS A LINGUISTIC PHENOMENON 1.2.    BASIC FEATURES OF IDIOMS CHAPTER 2. PRACTICAL USAGE OF THE IDIOMS IN COMMERCIAL ADVERTISING 2.1. MANIPULATING BY IDIOMS. FOREGROUNDING 2.2. IDIOMATIC LANGUAGE IN COMMERCIALS 2.3. CREATIVE USAGE OF THE IDIOMS. EXTENSION AND ALTERATION CONCLUSION RESUME BIBLIOGRAPHY

Introduction

The English language provides a great array of means created for the expression and rendering thoughts. In this work we focus on one of the most efficient expressive tool, namely, an idiom. In brief, an idiom is an expression (i.e. term or phrase) whose meaning cannot be deducted from the literal definitions and the arrangement of its parts, but refers instead to a figurative meaning that is known only through conventional use. In linguistics, idioms are widely assumed to be figures of speech that contradict the principle of compositionality. [10; 79]

Idiom is an indispensable part of the language. It helps to create a brighter image, to render concisely an extended idea or create the particular impression with the listener.  Many researches are dedicated to the use of the idiom in literary works by poets and prose writers.

However, such a powerful language element could not be also overlooked by the people who search for ways of manipulation and persuasion for their own purpose and in business. Therefore, we will analyze the usage of the idioms in business advertising. With a speedy tempo of contemporary life and  high rates at media time the usage of idioms in order to make the commercial advertising more effective becomes more important which brings about the actuality of this study.

The aim of the research is basically to define the idiom as a tool of commercial manipulation and underline the pragmatic aspect of this language phenomenon in this respect.

This study sets a row of specific tasks to be completed during the research, namely:

-  To study and classify the phenomenon of the idiom as a linguistic element,

-  To analyze the value of idiom both for the conversational and commercial use,

-  To bring out the pragmatic aspect of the idiom in the sphere of commercial advertising.

The object of the research paper is the idiomatic phrases and words in English language and their usage.

The subject of the study is the use of English idioms in commercial advertising regarding their pragmatic aspect.

The paper consists of the introduction part, two chapters, the conclusion, the reference list of the literature used and a resume.

Chapter 1. The linguistic essence of idioms

 

1.1.  Definition of the idiom as a linguistic phenomenon

idiom linguistic commercial advertising

The English language abounds in idioms like any other highly developed tongues. Idioms consist of set phrases and short sentences, which are peculiar to the language in question and loaded with the native cultures and ideas. Therefore, idioms are colorful, forcible and thought provoking.

Idiom is an expression in the usage of a language that is peculiar to itself either grammatically (as no, it wasn't me) or in having a meaning that cannot be derived from the conjoined meanings of its elements.

We can draw a simple classification of the idioms.

Category and Level. First, we might wish to group them according to their category and level. Lexical idioms (ignoring mono-morphemic lexical items) can be nouns, verbs, and adjectives. Phrasal idioms can be adjectival ("stark raving mad"). Nominal ("notary public"), verbal ("come a cropper"), prepositional ("in a brown study"), or sentential ("it takes one to know one").

Function. For the idioms that are not syntactically dependent on other elements, we could classify them according to their function. Some formulaic expresses accompany acts ("this hurts me more than it hurts you"), some accomplish acts ("I declare the meeting adjourned"), some are comments on the ongoing discourse ("I wouldn't touch that with a ten-foot pole"), some are parenthetical, qualifying what is being said ("you might say"), and so on.

Sentence Type. Sentential idioms can be classified according to the sentence type. Some are imperatives ("knock on wood", "shut up"), some are conditionals ("if the shoe fits, wear it"), some are questions ("who knows?", "can the leopard change its spots?"), and some use certain special constructions ("the more the merrier", "the bigger they come, the harder they fall").

Gaps. Many idioms are not complete "runs" but have gaps in them. Some such gaps are complete sentences ("it's (about) time [you brushed your teeth]", where the sentence has to be in past tense form), some are verb phrases ("I wouldn't [marry Louise] for all the tea in China"), some are noun phrases ("play second fiddle to [Harry]"). ............