El lenguaje publicitario: ?fuente de innovación o de corrupción de la lengua?
| Title in English | Advertising Language: A source of Innovation or Corruption of Language? |
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| Authors | |
| Year of publication | 2007 |
| Type | Article in Proceedings |
| Conference | Acta Universitatis Palackianae Olomucensis Philologica 92, Romanica Olomucensia XVIII |
| MU Faculty or unit | |
| Citation | |
| Field | Linguistics |
| Keywords | Adverising; Language; Corruption; Innovation |
| Description | This paper focuses on the positive and negative aspects of advertising in the modern consumer society, especially on the role of the language of advertising in the evolution of language and in the quality of linguistic communication. The language of advertising is characterized by the use of many innovative linguistic resources. On the other hand, some characteristics of advertising, such as the unilateral character of the advertising message, exageration, simplification, fragmentation, and the predominance of form over content, etc., may negatively affect the use of language. |