Author’s name:
Iuliia Riabkova
Julia Zintsova
Abstract:
The article deals with the notion and structure of advertizing texts and seeks to define the role of text in outdoor advertising, based on the German outdoor social advertising campaign „Runter vom Gas“). The author provides a comparative linguistic analysis of the campaign’s billboard texts, looking at how the interaction of the text and the image as well as their respective positions and usage depend on specific feelings to which the advertizers seek to appeal.
| Section | LANGUAGE AND CULTURE |
| DOI: | |
| Downloads | 159 |
| Key words | billboard social advertisement, social campaign, text, text structure, slogan. |