La transgresión de la norma lingüística como estrategia publicitaria
| Title in English | Transgression of the Linguistic Norm as Advertising Strategy |
|---|---|
| Authors | |
| Year of publication | 2011 |
| Type | Article in Proceedings |
| Conference | Encuentros 2010 / Volumen I : La norma lingüística del espańol |
| MU Faculty or unit | |
| Citation | |
| Field | Linguistics |
| Keywords | Spanish;linguistic norm;transgression;advertising strategy |
| Description | The article deals with the intentional use of linguistic transgression as advertising strategy in the print advertisements. According to their motivation and function, the deviations from the norm can be grouped into three categories: 1) reference to the advertised product or brand; 2) transgression of the code for positive connotation of the product; 3) emphasis of certain words by unnecessary or inappropriate use of the initial capital letters. For linguists are of great interest especially the first two resources because of their linguistic creativity; the expressive use of the initial capitals is, on the other hand, the most frequent phenomenon and very easy to apply. The basic function of all three groups of intentional transgressions is to draw the attention of the consumer; some of them also serve to connote positively the product, add a humorous element to the advertisement, etc. |