Greeting My name is Olga Derevyanko. I am a pupil of the 10 th form, school № 108. I would like to present you my investigation about one of the ways of word-building like blending. I am going to pay your attention to this process in sphere of modern advertising. So the topic of my work is “ Popularity of blending as a way of word-formation in modern advertising”.
• Insufficient degree of studying the popularity and general role of blending in advertising cause the necessity to investigate this process of word-building in language of advertising and ascertain its functions. • The aim of the study is to define and formulate the functions of blends; to analyse and determine the degree of using blending in modern advertising. The tasks of our work were: • 1) to study theory of word-formation process (like blending) to identify the • essence of this process as independent way of word-building; • 2) to ascertain the place of blending in modern advertising; • 3) to analyse and determine functions of blends in advertisement; • 4) to reveal the frequency of its use in modern advertising.
Блендинг и его примеры • Let’s have a look at the 1 st our task: to study theory of word-formation process like blending. • Studying the material we have found that blending is a special type of compounding by means of merging parts of words into one new word, where one has been shortened. The shortening can be by simple omission of a part of a word or it can be a result of overlapping sounds or letters.
Виды блендов • We also can say that there are different types of blends such as: • 1). Blends with overlapping (two words share a common middle) Cartune “musical cartoon”= cartoon+tune; filmania = film+mania ; • 2). Blends with clipping : • whole word plus part of second fanzine = fan+magazine; • part of 1 st word plus whole of second Amway = American+way; • first bit of first word, last bit of second brunch = breakfast+lunch; • both first bits Fedex = Federal+Express; • others podcast = ipod+broadcast. • 3). Blends with clipping at boundaries Oxbridge = Oxford+Cambridge; • 4). Blends with clipping and overlapping lipfinity = lipstick+infinity. • To sum up, we can say that blending has its own features that makes it an independent way of word-building.
Примеры наружной рекламы • Our the second task was to ascertain the place of blending in modern advertising domain. • In our days advertising takes a huge part of our every-day life. We can see it everywhere, anytime and even don’t pay an attention to what the unusual words or slogans mean. • Have you ever thought about the meaning of such words like Adidas, Lenovo, Micro. Soft, webinar, Maxfactor? All of them are examples of blending. We can find them anywhere: in magazines, catalogues, on television or in internet, going shopping or even in our bathrooms like brands of different goods, etc. • We have noticed that this way of word-formation is rather pupolar in modern advertisement. So, the other questions we asked ourselves were: why are blends so useful for the advertisement? And what functions do they have?
Диалог, схема воздействия • Recently I have started to watch detective series “Elementary” about Sherlock Holms and Dr. Watson. And in one of the episodes I have heard the dialogue between main characters. Sherlock said: Language is evolving Watson becoming a more effective version of itself. I love text shorthand. It's a way you to convey content and tone without losing velocity. That is it! The same we can say about blending: in our time of business activity and chronic lack of time it’s important to attract an attention, to arouse an interest, to cause a desire and prompt the action. And do it in a very short period of time. That’s why blending can be used in modern advertising.
Функции блендинга в рекламе • • • According to this we can determine the functions of blends in advertisement – the next our task: 1). the function of compression – laconicism of the statement acrobat = acrobatics+robot (toy); 2). the function of stimulation or motivation – unusual advertisement attracts the potential client`s attention at the particular product cashmiracle = cashmere+miracle; 3). the function of game – there is a certain tone, word-game or “lexical teases” and emotional color: humor, irony, even sometimes it can be sarcasm in some cases) fabricadabra – brend of underwear; hairobics – goods for hair care; 4). intellectual function – it involves a process of decryption. Reader tries to determine the parts of the new words yougushake = youghurt+milkshake (coctail), camcorder = camera+recorder; 5). and finally psychological function – agree that everyone will remember unusual slogan or brand longer than ordinary Count Chocula = chocolate+Dracula (brand of flakes), chambull = champagne+Red Bull (drink).
График 1 • The next step of our investigation was to reveal the degree of its use in modern advertising. We took different examples of advertisement from different resources: publishing, internet-recourses, television material, etc. and analyzed them. • We came to the conclusion that among the other stylistic devices such as epithets, metaphors and others, blending take the same place as lexical repetitions. You can see the results in this figure.
График 2 • The next figure shows the popularity of stylistic devices and expressive means of language in advertising. Emotionally colored vocabulary takes the highest position of the popularity (43%), 35 % are the terms and the names of organizations and the last 22% are comparisons and stylistic devices.
График 3 • We were studying blending as one of the ways in word-building so it’s definitely need to definite the degree of its popularity among the other ways of word-forming in advertising. • So, we can say that blending takes the third position. The most popular is composition and the method of compounding. as
Полученные результаты • We can say that English language in general and the language of advertising in particular is constantly changing. New words are created in many different ways. Blending, as one of them, is rather popular and is used in modern advertisements. The major part of blends has such model as: blend = worddonor+component of the other word. The popularity of blending is growing in every-day English as well as in modern advertising. In our work we at first determine the functions of blending in advertising and the degree of its popularity. It must be interesting to do further investigation of comparison of blending with other way of word-building in definite domain.
• Thank you for your attention! Now I’m ready to answer your questions.