VOCABULÁRIO JUVENIL NA PUBLICIDADE EM LÍNGUA ALEMÃ

Marina Guseva, Tatyana Zaglyadkina, Yulia Zakirova, Vera Volokhova, Adelina Astafeva

Resumo


Objetivo: A relevância do problema em estudo se deve às tendências modernas no desenvolvimento da sociedade e da cultura linguística. O artigo tem como objetivo identificar os meios linguísticos de expressão na publicidade em língua alemã destinada a vários estratos sociais.

Métodos. Os principais métodos de pesquisa usados para identificar o vocabulário dos jovens, os meios de alcançar o efeito de expressividade e as técnicas mais expressivas nos textos publicitários são o método de amostragem contínua e o método de análise do material selecionado.

Resultados. Como resultado do estudo, os autores descobriram que os epítetos foram os meios de expressão mais usados nos textos publicitários em língua alemã (29%). A segunda posição foi ocupada pela hipérbole (26%), seguida por erros ortográficos deliberados (25%), comparações (8%), unidades fraseológicas (7%) e alusões (5%).

Conclusões: A maior quantidade de vocabulário jovem abaixo do padrão foi encontrada em textos publicitários nas esferas bancária e gastronômica. O vocabulário jovem é atraente para os consumidores de bens e serviços e se torna parte da linguagem cotidiana.


Palavras-chave


Vocabulário jovem; Gírias; Vocabulário abaixo do padrão; Publicidade; Texto publicitário; Meios de expressão.

Texto completo:

PDF

Referências


Abdullaev, I., Prodanova, N., Ahmed, M.A., Lydia, E.L., Shrestha, B., Joshi, G.P., & Cho, W. (2023). Leveraging metaheuristics with artificial intelligence for customer churn prediction in telecom industries. Electronic Research Archive, 31(8), 4443-4458. https://doi.org/10.3934/era.2023227

Akhmetshin, E., Fayzullaev, N., Klochko, E., Shakhov, D., Lobanova, V. (2024a). Intelligent data analytics using hybrid gradient optimization algorithm with machine learning model for customer churn prediction. Fusion: Practice and Applications, 14(2), 159-171. http://dx.doi.org/10.54216/FPA.140213

Akhmetshin, E., Makushkin, S., Abdullayev, I., Yumashev, A., Kozachek, A., Shichiyakh, R., & Shakhov, D. (2024b). Opportunities to increase the efficiency of universities’ research and innovation activities: Scientometric evaluation of researchers’ work under external information constraints. Qubahan Academic Journal, 4(1), 240-249. http://dx.doi.org/10.48161/qaj.v4n1a258

Akhmetshin, E., Sultanova, S., Anupama, C.S.S., Kumar, K.V., & Lydia, E.L. (2023). Surveillance video-based object detection by feature extraction and classification using deep learning architecture. In V. Bhateja, F. Carroll, J.M.R.S. Tavares, S.S. Sengar, P. & Peer (Eds.), Intelligent data engineering and analytics (pp. 369-378). Singapore: Springer. https://doi.org/10.1007/978-981-99-6706-3_32

Akhmetshin, E.M., Kozachek, A.V., Vasilev, V.L., Meshkova, G.V., & Mikhailova, M.V. (2021). Development of digital university model in modern conditions: Institutional approach. Digital Education Review, 40, 17-32. http://dx.doi.org/10.1344/der.2021.40.17-32

Balova, S., Orlova, I., Konovalova, E., Repina, M., & Shichkin, I. (2022). Social media marketing (SMM) impact on hotel business development: Private mini hotel experience. Anais Brasileiros de Estudos Turísticos, 12(Special Issue), 1-8. http://dx.doi.org/10.5281/zenodo.7154757

Bernadskaya, Yu.S. (2008). Tekst v reklame: Ucheb. posobie dlya studentov vuzov, obuchayushchikhsya po spetsialnosti 032401 (350700) "Reklama" [Text in advertising: A manual for university students enrolled in program 032401 (350700) “Advertising"]. Moscow: YuNITI-DANA, 288 p.

Bulatova, E.V. (2012). Stilistika tekstov reklamnogo diskursa: Ucheb. posobie [Stylistics of advertising discourse texts: A manual]. Ekaterinburg: Ural University Publishing House, 264 p.

Die Bayerische Polizei. (2024). Mit Sicherheit anders. Komm zu uns ins Team. Official website. Retrieved February 18, 2024 from www.mit-sicherheit-anders.de

Edwards, Ch.M. (1981). Retail advertising and sales promotion. Englewood Cliffs: Prentice-Hall.

Ehmann, H. (1992). Jugendsprache und Dialekt. Regionalismen im Sprachgebrauch von Jugendlichen [Youth language and dialect. Regionalisms in the language use of young people]. Opladen: Westdeutscher Verlag, 252 p.

Erste Bank und Sparkasse. (2023). Let George do it. YouTube. Retrieved February 18, 2024 from https://www.youtube.com/watch?v=we8_UUX6omM

Extra prima good. (n.d.). Retrieved February 18, 2024 from https://images.app.goo.gl/P849EWxUwaVXShPj9

Fellmann, M., & Natterer, J. (2021, June 3). Beste Werbung ever. Not. Süddeutsche Zeitung Magazin. Retrieved February 18, 2024 from https://sz-magazin.sueddeutsche.de/leben-und-gesellschaft/werbung-jugend-jugendliche-peinlich-90270

Goyushova, L., & Kapustina, D. (2022). Adaptation problems during the transition to distance foreign language learning of technical university students. AIP Conference Proceedings, 2647, 040025. http://dx.doi.org/10.1063/5.0104288

Henne, H. (1994). Jugend und ihre Sprache: Darstellung. Materialien. Kritik [Youth and their language: Representation. Materials. Critique]. Berlin; New York: De Gruyter, 385 p.

Kashtanov, A. (2006). Telereklama i molodezhnyi sleng [TV advertising and youth slang]. Gumanitarnye nauki [Humanities]. Trudy Pskovskogo politekhnicheskogo instituta, 10(1), 80-83.

Kirillova, E.A., Zulfugarzade, T.E., Blinkov, O.E., Serova, O.A., & Mikhaylova, I.A. (2021). Perspectivas de desarrollo de la regulación legal de las plataformas digitales. Jurídicas CUC, 18(1), 35-52. https://doi.org/10.17981/juridcuc.18.1.2022.02

Kotler, P. (2000). Marketing menedzhment [Marketing management]. Translated from English. St. Petersburg: Piter, 896 p.

Ksezenko, O.A., Kara-Murza, E.S., Matveeva, L.V., Papchenko, M.Yu., & Bornyakova, I.V. (2008). Yazyk sredstv massovoi informatsii: Uchebnoe posobie dlya vuzov [Language of the media: A textbook for universities]. Moscow; Akademicheskii Proekt; Alma Mater, 760 p.

Kudryavtsev, A.A. (2020). Osobennosti reklamnogo teksta v pechatnykh nemetskikh SMI [Features of advertising text in printed German media]. Mezhdunarodnyi studencheskii nauchnyi Vestnik, 3, 170. https://doi.org/10.17513/msnv.20246

Lander, J. (2017, September 27). Jugendsprache verändert, wie wir reden. Hallo, I Bims: 1 deutsche Sprache. Interview with Nils Bahlo. detector.fm. Retrieved February 18, 2024 from https://detektor.fm/wissen/jugendsprache

Lima, A. A., & Ribeiro , T. de L. S. (2023). Mapping the evolution of corporate social responsibility: a bibliometric study in applied social sciences. Review of Sdgs in Emerging Countries, 5(00), e31. https://doi.org/10.37497/2965-7393.SDGs-Countries.v5.n00.31

Marcel Gonzalez-Ortiz – ADVERTISING. (n.d.). Retrieved February 18, 2024 from https://images.app.goo.gl/H2GcbRiA91ZhU4bg9

Meier, J. (2018). Jugendsprachen in der Werbung [Youth languages in advertising]. In A. Ziegler (Ed.), Jugendsprachen / Youth languages: Aktuelle Perspektiven internationaler Forschung / Current perspectives of international research (pp. 929-944). Berlin; Boston: De Gruyter. https://doi.org/10.1515/9783110472226-041

Nikolaeva, M.A. (2012). Istoriya reklamy i sredstv massovoi informatsii: Kurs lektsii + CD: Uchebno-metodicheskii kompleks [History of advertising and the media: A course of lectures + CD: An educational and methodological complex]. Ekaterinburg: Ural State Pedagogical University, 174 p.

Nosova, S.S., Meshkov, S.A., Stroev, P.V., Meshkova, G.V., & Boyar-Sozonovitch, A.S. (2018). Digital technologies as a new vector in the growth of innovativeness and competitiveness of industrial enterprises. International Journal of Civil Engineering and Technology, 9(6), 1411-1422.

Oxford Languages. (n.d.). Definition of the word "reklama" (advertising). Retrieved February 18, 2024 from https://languages.oup.com/google-dictionary-ru/

Prokhorova, S.N. (2013). Reklamnyi diskurs: Tekst lektsii [Advertising discourse: Printed lectures]. Yaroslavl: YarGU, 72 p.

Sauer und Kohl. (n.d.). Retrieved February 18, 2024 from https://images.app.goo.gl/QFbUryK1ExRzJg4s8

Schlobinski, P., Kohl, G., & Ludewigt, I. (1993). Jugendsprache. Fiktion und Wirklichkeit [Youth language. Fiction and reality]. Opladen: Westdeutscher Verlag, 241 p.

Schöttli, J. (2021, April 13). Jugendsprache in der Werbung: Verbündeter oder doch eher Endgegner? [Youth language in advertising: an ally or an enemy?] Ein Fachblog der Agentur xeit. Retrieved February 18, 2024 from https://blog.xeit.ch/jugendsprache-in-der-werbung-verbuendeter-oder-doch-eher-endgegner/

Shurygin, V., Abdullayev, I., Hajiyev, H., Yakutina, M., Kozachek, A., & Zakieva, R. (2024). Blended learning: The effect on students' self-regulation and academic achievements. Novitas-ROYAL, 18(1), 137-154. https://doi.org/10.5281/zenodo.11057892

Spangenberg, C. (2002). Jugendsprache in der Werbung [Youth language in advertising]. München: GRIN Verlag.

Steinfelder, C. (2022). Der Cringe Dein Weihnachtsmarkt Lidl lohnt sich. YouTube. Retrieved February 18, 2024 from https://www.youtube.com/watch?v=V2a0NKrob5g&t=1s

TAXIMANN. (n.d.). Retrieved February 18, 2024 from https://images.app.goo.gl/6uMCVh7jdbz4gQeo9

Tragelehn, C. (2022). Unerwartet sprachkompetent. Wie Jugendliche heute kommunizieren [Unexpectedly linguistically competent. How young people communicate today]. Vitamin de, 95(Winter), 24.

Tulupov, V.V. (2011). Reklama: Teoriya i praktika: Uchebnoe posobie dlya studentov vuzov [Advertising: Theory and practice: A textbook for university students]. Voronezh: Voronezh State University Publishing House, 400 p.

Tverskikh, M.V. (2008). Yazyk reklamy: Uchebno-metodicheskoe posobie [The language of advertising: An educational and methodological manual]. Omsk: Omsk State University Publishing House, 39 p.

Uglova, N.V. (2016). Upotreblenie zhargonnykh slov v reklamnom tekste [Use of slang words in advertising text]. Almanakh teoreticheskikh i prikladnykh issledovanii reklamy, 1, 49-64.




DOI: http://dx.doi.org/10.21902/Revrima.v2i44.7074

Apontamentos

  • Não há apontamentos.




Revista Relações Internacionais do Mundo Atual e-ISSN: 2316-2880

Rua Chile, 1678, Rebouças, Curitiba/PR (Brasil). CEP 80.220-181

Licença Creative Commons

Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial 4.0 Internacional.