Food for thought : analysing idiomatic english from advertising
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Título
Food for thought : analysing idiomatic english from advertisingTutor/Supervisor
Bellés Fortuño, BegoñaTutor/Supervisor; Universidad.Departamento
Universitat Jaume I. Departament d'Estudis AnglesosFecha de publicación
2016-10-26Editor
Universitat Jaume IResumen
Since languages are continuously evolving and growing due to technological advances and
sociocultural improvements, the vocabulary of any language becomes rich, too. Thus, English language
is flexible and has many ... [+]
Since languages are continuously evolving and growing due to technological advances and
sociocultural improvements, the vocabulary of any language becomes rich, too. Thus, English language
is flexible and has many idiomatic expressions. People then should not only be able to master them to
sound more natural, but also to know when, where and how to appropriately use idioms in a particular
context. The same process occurs in advertising, that have been using idioms in the past times and also
today. Hence, it is important to know how advertisers should address their audience without creating
misunderstandings or cross-cultural confusions with the use of idioms and their implied figurative or
double meanings that go beyond the literal ones. The reason why advertisers make use of idioms is
simple: to make an emphasis on the advertised product, to grab this way people's attention so they
eventually purchase that product, and to make brand names widely known. This way of beautifying
language becomes popular and effective in advertising. But the whole creative process is not as
elemental as it may sound because it comprises a mastering and awareness of several aspects on
language (including those from translation for EFL learners working in the area of advertising) and
sociocultural behaviours which advertisers need to cope with for a successful use of idioms in
advertising, both in written adverts and in commercials. [-]
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Treball Final de Grau en Estudis Anglesos.Codi: EA0938. Curs: 2015/2016
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