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Махмуд Ага М. [Phraseologisms and epithet as a linguistic means of creating an image on restaurant advertising online] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 1. Available at: https://sfk-mn.ru/PDF/10FLSK120.pdf (in Russian).

Phraseologisms and epithet as a linguistic means of creating an image on restaurant advertising online

Mahmoud Agha Munir
Peoples friendship university of Russia, Moscow, Russia
E-mail: Munirma@hotmail.com

Abstract. Language means, for creating a system of images of goods, commodities and services, are performing significant functions when composing advertising texts of internet-advertising. Interpreting advertising text as a ‘creative’ and meaningful product of the media we aim to articulate fully what “IMAGE” it has to deliver about the world. This study is to examine the functioning and effectiveness of Phraseological units and epithet, in Internet advertising on the materials of the restaurants Web-sites’ in Moscow. As A.N. Nazaikin had observed, any Internet site in itself is an advertisement of a company or a product to which it is dedicated. Sufficient definition of the key concepts; Internet, advertising, internet-advertising, epithet and phraseology will be given. In the course of our study we will rely on D.S. Sknarevs’ definition of phraseological units. The methodological basis of the research is the analytical-theoretical method. Some hundreds of advertising texts selected from the sites of restaurants will be analyzed. Thus, our conclusion driven from the given examples, of the phraseological unites and the epithets found in the analyzed advertising texts, will reflect the effectiveness and productivity of language means and will act as a vivid expressive means of creating the image of a restaurant in Internet advertising.

Keywords: internet; advertising; internet-advertising; phraseological units; epithet; advertising image; advertising text

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