Xorijiy lingvistika va lingvodidaktika
–
Зарубежная
лингвистика
и
лингводидактика
–
Foreign
Linguistics and Linguodidactics
Journal home page:
https://inscience.uz/index.php/foreign-linguistics
Non-linguistic means used in advertising texts
Shakhnoza YUNUSOVA
Tashkent State Pedagogical University named after Nizami
ARTICLE INFO
ABSTRACT
Article history:
Received April 2024
Received in revised form
10 May 2024
Accepted 25 May 2024
Available online
25 June 2024
This article defines the most commonly used pragmatic
factors in advertising texts, the main purpose of which is to
influence users and attract their attention. A classification of
non-linguistic means used in advertising texts is also given.
2181-3701
/©
2024 in Science LLC.
DOI:
https://doi.org/10.47689/2181-3701-vol2-iss1
This is an open-access article under the Attribution 4.0 International
(CC BY 4.0) license (
https://creativecommons.org/licenses/by/4.0/deed.ru
Keywords:
pragmalinguistics,
advertisements,
advertising texts,
non-linguistic,
hidden advertising,
Uzbek slang,
language aids.
Reklama matnlarida qo‘llanadigan noligvistik vositalar
ANNOTATSIYA
Kalit so‘zlar
:
pragmalingvistika,
reklama,
reklama matnlari,
nolingvistik,
yashirin reklama,
lingvistik vositalar.
Ushbu maqolada reklama matnlarida foydalanuvchilarga
ta’sir qilish va ularning e’tiborini jalb qilishda eng ko‘p
qo‘llaniladigan pragmatik omillar aniqlangan.
Reklama
matnlarida qo‘llaniladigan nolingvistik vositalarning tasnifi ham
berilgan.
Неязыковые средства, используемые в рекламных текстах
АННОТАЦИЯ
Ключевые слова:
прагмалингвистика,
реклама,
рекламные тексты,
неязыковая,
скрытая реклама,
узбекский сленг,
языковые средства.
В данной статье определены наиболее часто
используемые прагматические факторы в рекламных
текстах, основная цель которых –
повлиять на
пользователей и привлечь их внимание. Также дана
классификация неязыковых средств, используемых в
рекламных текстах.
1
Acting Associate Professor, PhD, Tashkent State Pedagogical University named after Nizami. Tashkent, Uzbekistan.
E-mail: shakhnozayunusova@mail.com
Xorijiy lingvistika va lingvodidaktika
–
Зарубежная лингвистика
и лингводидактика
–
Foreign Linguistics and Linguodidactics
Special Issue
–
1 (2024) / ISSN 2181-3701
491
INTRODUCTION
Uzbek advertising
–
is a sphere of rapid development, and its rules are merely
being studied. Time and researches indicate that advertisement appears to push not only
trade, but spurs speech development as well.
The substantial-pragmatic approach in Uzbek linguistics is a new empirical
direction that studies linguistic possibilities about non-linguistic phenomena such as the
speaker, and listener, their interaction in the process of communication, and the
communicative situation. Traditional pragmalinguistics aims to study the process of
communication directly from the point of view of efficiency, whereas substantial
pragmatism starts from the treasury of opened possibilities. In this regard, the results of
a substantial study of the Uzbek language and the research conducted in connection with
this play the role of theoretical foundation. In Uzbek linguistics, which has passed its
rational stage, pragmatic direction is developing in one form or another: the substantive-
syntactic analysis;pragmaical text analysis; pragmatical analysis of commuincation
situation. However, the new direction of pragmalinguistics that has emerged in Uzbek
linguistics sharply differs from existing directions in terms of research principles, goals,
and objectives. This is the Uzbek substantional-pragmatic approach. This is because
"world pragmalinguistics aims to study the process of speech communication directly
from the perspective of effectiveness, while Uzbek substantive-pragmatism has defined
the direction of substantive pragmatics, based on the treasure trove of open and
described possibilities".
The substantival-pragmatic approach, as a new empirical direction in Uzbek
linguistics, studied linguistic possibilities in connection with such non-linguistic
phenomena as the speaker, listener, their interaction in the process of communication,
and the communicative situation. This approach showed that the practical use of human
language possibilities manifests itself in the appearance of a number of non-linguistic
factors, such as the personal qualities of the speaker and listener, the purpose of speech,
its types, speech strategy and tactics, speech etiquette, culture of communication,
worldview, level of knowledge, interests of the speaker or listener. Substantival-
pragmatic linguistics is a promising direction, formed on the basis of substantival
linguistics, which has proved that by opening up hundreds of concrete realizations and
forms of language possibility, it is oriented towards determining which of these forms is
more effective and under what conditions.
MATERIALS AND METHODS
Pragmatic factors play a particularly important role in advertising texts, the main
goal of which is to influence users and attract their attention. Non-linguistic means used
in advertising texts can be classified as follows:
1. Participation of celebrities and attractive people in advertising.
Such non-
linguistic means are mainly used in TV commercials and online advertising. In recent
times, the popularity of video advertising in online advertising has reduced the overall
volume of TV commercials, but it remains one of the most popular forms of advertising
for advertisers. According to the report of the analytical company "Internet trends 2016",
during 2012
–
2014, when the overall Internet traffic decreased, we can see that the part
related to video traffic has significantly increased.
Certainly, the share of internet advertising in the volume of video traffic in the
dynamics of internet usage is significant and increases from year to year. For example,
the wallpaper advertising for
Suzane
was popular and successful because it featured a
well-known artist. One of the advertisements that ensured the success of advertising with
Xorijiy lingvistika va lingvodidaktika
–
Зарубежная лингвистика
и лингводидактика
–
Foreign Linguistics and Linguodidactics
Special Issue
–
1 (2024) / ISSN 2181-3701
492
the desired appearance is the advertising of the Galavit medicine. The text of this
advertisement consists of only one simple sentence: "
Galavit helps when you have flu and
colds
!"
Indeed, there is a highlighted part in the advertising text, and usually linguists turn
to the highlighted parts to emphasize a certain fragment. "The selected parts are used to
highlight and exaggerate a fragment in speech, draw the attention of the listener to this
fragment. Such fragments are pronounced with special intonation and are considered an
important stylistic means". But we can say that the success of the above advertising of
medicine was ensured by a pleasant rhythm of music and the right choice of performers
(using the image of young children). It is clear that the success of commercials prepared
for television and the Internet can be ensured by the popularity of performers among the
people or their attractive appearance. In this case, the language aids can be minimized.
It is for this reason that celebrity advertising requires manufacturers of goods and
service providers to be prepared for high financial costs. This type of non-linguistic
means is also very useful for roadside advertising monitors. Since most such monitors do
not use audio devices, the activity of language tools is much lower. As a language tool,
only written text can participate in such advertising. In such advertisements, images of
celebrities using a particular household item prove our point of view.
2.
Usage of the images of advertised products
. When using this non-language
tool, only the advertiser's phone number can be used as the language means. Advertising
monitors and banners are the most convenient tools for this type of advertising. This is
evidenced by the image of heavy equipment and household goods on roadside banners
and monitors. Sometimes the image of the product goes beyond the boundaries of the
banner and plays an important role in attracting the attention of users. It is impractical to
advertise services with this type of ad. Services are represented by language tools in
advertising monitors and banners. At the same time, the creative potential of advertising
creators is also important. Therefore, Article 4 of the Law "On Advertising" in the new
version includes the following opinion: "Advertising in whole or in part may be subject to
copyright and related rights".
3. The use of rhythmic music that corresponds to the features of the
advertised product or service.
This non-linguistic tool is used by advertisers in places
where visual effects used in ads are considered insufficient. This process (selection of
suitable music for advertising) is analyzed by experts and its influence on the choice of
users is checked. Scientific research is no secret to anyone that music affects a person's
emotions and mood. Therefore, in the process of creating any ad, an attempt is made to
turn to music. This type of advertising is suitable for radio, television, and online
advertising. The music chosen to advertise some products and services has become so
successful that you no longer need to use words. Only visual aids and music are enough
to advertise such goods and services. For example, in ads for products such as Nescafe,
Nestle Decoration, music is used as the main pragmatic tool. For example, 30-second
video ad of Nestle Decoration there is one single sentence is used, which sounds for
5 seconds only. This is a clear indication of the high importance of music in advertising.
The 45-second Nescafe product commercial used only one noun and it was the product
name. Of course, visual media also play an important role in the success of advertising the
listed products. But music is undoubtedly the main tool that attracts the attention of
users in these advertising texts. In most advertisements, music can also be used as an
Xorijiy lingvistika va lingvodidaktika
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Зарубежная лингвистика
и лингводидактика
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Foreign Linguistics and Linguodidactics
Special Issue
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1 (2024) / ISSN 2181-3701
493
additional tool to convey the purpose of the advertisement. We did not consider it
necessary to include in this item, since in such advertising, in addition to language and
music, non-linguistic means are actively used. For example, in a medicine advertisement
of Romidon
music and a background song were the key to success.
4. Audiovisual tools associated with the product and the process of its use.
Such non-linguistic means are also important in the promotion of certain goods and
services. For example, in an advertisement for carbonated refreshments, the sound effect
of the process of opening their containers and the visual effect similar to bubbles in a
bottle makes the user unwittingly want to consume the beverage. We can observe this
using the example of advertising Coca-Cola. This 30-second commercial repeatedly
mentions the aforementioned sound effects (the knock of full glasses of drink, the sound
of the bottle being opened, etc.) and the visuals (the bottles of drink, evenly arranged in
boxes, the satisfied look of the person consuming it) done. Due to the popularity of Coca-
Cola in its traditional types of advertising, there is almost no need for language tools.
When presenting a new type of product to consumers, language means are of great
importance, since it is necessary to identify the similarities and differences between a
new type of product and a traditional product. For example, a sugar-free Coca-Cola ad
uses text consisting of multiple sentences.
5. The role of sound effects and colors used in TV and online advertising
. Ads
are known to recommend buying a specific product or using a service. The trust of users
is important in this. Advertisers use various methods to convince consumers: a) by
portraying positive qualities ("If you buy our product... compared to those who do not
buy... you will have positive qualities "); b) expressing negative characteristics ("If you do
not buy our product... disappointment awaits you "). Words used in advertising text are
also supported by audiovisual means to show the positive or negative aspects of such
advertising. It's hard to imagine ads without different sound effects and colors. Even
radio commercials use different voices. Of course, two different audiovisual media are
selected for the two cases listed above. Bright colors are used to depict the positive sides,
and the corresponding colors are used to depict negative features. The sound effects are
clearly chosen differently for these two situations. For example, in the famous coffee
advertisement, the artist's depressive mood is played up by light music, and the rhythm
of the song accelerates after the visit of his friends. This, of course, cannot but affect the
choice of consumers. For the modern consumer, it is no secret that the advertising of milk
or toothpaste uses substances with the maximum level of whiteness, but not with the
natural color of products. Many more similar examples can be cited. It is understood that
successful output of advertising texts is provided only when appropriate music, tone and
color are used instead.
6. Logic in the sequence of events.
In this type of advertisement, the sequence of
events continues logically, and the user can understand it without words. In such an
advertisement, the logical sequence represents the purpose of the advertisement of the
product manufacturer and service provider. Of course, other language and non-language
tools can be used in such ads to help reveal the purpose of the ads. For example, the
Mercedes-Benz
ad shows the driver, disturbed by the angel of death, sitting on the
passenger seat (and of course, the angel was there to take the driver’s life), and the driver
survived only because of the extra sensitive braking system of the car. This 45-second
commercial uses only two single-
word sentences (“Sorry”). Logic in sequence of events
helps the consumer to undertand the aim of this commercial.
Xorijiy lingvistika va lingvodidaktika
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Зарубежная лингвистика
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Foreign Linguistics and Linguodidactics
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1 (2024) / ISSN 2181-3701
494
7. Hidden advertising.
Although language tools also participate in this type of
advertising, they rarely participate in advertising for a product or service. The
advertising object is inserted between the advertising text and events in such a way that
as a result, the desire of consumers to use this service and purchase the product sharply
increases. Of course, the successful release of such advertising depends on the
appropriate inclusion of the name or image of the hidden advertising object in the course
of events. The main advantage of hidden advertising is that it does not require excessive
attention from the consumer. In cities with developed infrastructure and a large
population, vibrant advertising that fills the environment sometimes requires attention
and can tire consumers and, as a result, make them indifferent. This is contrary to the
main purpose of advertising. Hidden advertising is actively used mainly in types of
advertising on television and on the Internet. Such ads do not distract users from the
process of watching their favorite shows, programs and content. In this respect, it differs
from other types of advertising. Hidden advertising has become one of the tools that
made online advertising popular. There are several methods of covert advertising of
goods and services: a) product placement - drawing attention to the product by using it in
a series, film, cartoon (for example, in the famous cartoon, possessing the hero of extreme
strength after consuming spinach led to an increase in sales of this product several
times). Two-thirds of advertisers use this type of hidden ad, according to a survey
conducted by the famous publication Broadcasting & Cable in 2006; b) increasing
interest in goods and services, making these goods and services a subject of discussion on
Internet forums where goods and services are considered useful (in this case, it is
necessary to refrain from open advertising of goods and services); d) hidden advertising
of goods and services through blogs and bloggers (or famous people) (for example, a
blogger dressed in a shirt made at the Sanam factory makes it popular). It should be
mentioned here that manufacturers and service companies spend a lot of money on
hidden advertising. Products not paid for advertising are used in the media only using
tape and post-production (makes the brand name unreadable). In general, thematic
advertising is one of the most effective ways to advertise goods and services using non-
linguistic means.
8. Influence the meaning of the text by changing the font size.
This method is
mainly used in advertisements served through advertising monitors and banners. At the
same time, by making words, letters, punctuation marks, and even the size of sentences
smaller or larger than others, the hidden goal of advertisers is expressed. In some ways,
this method is similar to hidden advertising. But in hidden advertising, the advantages of
the product (service) are not openly declared - the hero simply uses it during the
demonstration. The difference in the size of texts in advertising text requires the
ingenuity and attention of users. For example, Alisher Kadyrov, one of the presidential
candidates in the presidential elections in the Republic of Uzbekistan in 2021, used the
analyzed method in his election banners. The banner mentions "presidential candidate
Alisher Kadyrov." The proposal "Alisher Kadir for the presidency" is formed by the fact
that the word "candidate" in the proposals "vote" is given small and faded comparing
with the rest of the spelling, and part of the "-ov" at the end of the surname is closed by
the image of the candidate. It is no secret that this is the true goal of the party. It is
understood that in this way the goal was realized to convey to users the message that
"Alisher (Kadyrov) is able to act as president" and thereby attract the attention of voters.
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Indeed, Article 2 of the Law "On Advertising" states that
"This Law does not apply to:
1) election campaign materials;...,
" but advertising created in this way is distributed in
Uzbek advertising. For example, a banner advertisement for an organization that sells
essential things for car care was formed by the phrase "Take care of your second wife"
and an image of one of the necessary things for a car. Most viewers who saw this
announcement will ignore the quote in the text and re-read the text of the announcement
again. In fact, the text used in the advertising banner aims to encourage consumers to
make a decision to buy an item that is not their car's main need, but which they know is
much cheaper than what is written on the banner. The phrase "Second Wife" used in this
advertising text is Uzbek slang and replaces the word "car" in the literary language.
Advertisers used this very meaning of farza. However, the Competition Development and
Consumer Protection Committee, based on Article 16 of the Advertising Act, which
prohibits "the use of forms, phrases and images contrary to national and family
traditions, as well as generally accepted standards of morality and morality," obliged the
advertiser to remove the following advertising banners:
In general, we can interpret the impact of the content of advertising text by
resizing text and characters as another non-linguistic means. After all, it is indisputable
that in the above advertising texts you can understand a completely different meaning
only by language means.
9. Decoration and apparel
. The importance of the meaning of the words used in
the text of the advertisement is as significant, as the apparel used in it, the stage scenery
and the image of the place where it is done. For example, in advertisements for milk and
dairy products, the presence in the commercial of images of thoroughbred cows walking
in green pastures will ensure its success. Or advertising featuring famous athletes
undoubtedly uses the most level venues, the form of the team in which this athlete
participates. And of course, only models with think and long hair are casted for shampoo
commercials. Sometimes the mentality and customs of the people in which the advertised
product is produced, the national clothing of this people, can be used. For example, in tea
advertising, using the images of representatives of India, that produces largest volumes
of tea in the world, confirms our point of view. Although the product is not national, there
are also advertisements reflecting the features of the nation in which the advertisement
was created. An example is the use of Uzbek national dishes in Pepsi advertising. It is
clear that jewelry and costumes also increase the effectiveness of advertising as a non-
linguistic means and play an important role in attracting consumer attention.
RESULT AND DISCUSSION
Non-linguistic tools used in advertising texts can be classified and placed in the
table as follows:
№
Non-linguistic tools used in
advertising texts
Function of the tool
1.
Participation of famous and attractive
people in commercials
Rapid promotion of goods and services,
expansion of consumer audience
2.
Using the image of advertised product
Demonstration of famous goods in
advertising of these particular brands
3.
Using ruthmic music that corresponds
to the features of advertised products or
services
Preparing the consumer for a certain speech
situation, bringing the mood corresponding to
this situation
Xorijiy lingvistika va lingvodidaktika
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Foreign Linguistics and Linguodidactics
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496
4.
Audiovisual means associated with
the product and the process of its use
The maximum approach of consumers to
the process of using the product, increasing
their desire
5.
Logic in the sequence of events
Proof that the benefits of goods and services
can be explained without words
6.
Hidden advertising
Offering goods and services without
excitement without attracting excessive
attention
7.
Influence on the meaning of the text
by changing the volume of text
With the help of a certain text from the
meaning that he must express, demonstrate a
different opinion
8.
Decoration and apparel
Expression of the identity of a social group,
people who often use particular products
CONCLUSION
It is understood that non-linguistic tools are important in advertising to provide
consumers with additional information about the product. Through them, you can
express specific aspects of products and services: the place of production, how they are
produced, in what situation you need to use them, who needs to use it, and the price is
proportional to the price of which product. Therefore, some advertisements do not use
language aids at all, non-language aids can express the benefits of goods and services.
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