Reklamos kalbos tyrinėjimai lietuvių mokslininkų darbuose

Abstract

Lithuanian linguistics has recently expanded the range of its research, and the texts of advertisements is one of such new spheres. There are a few papers where advertisement is analyzed from various aspects. The purpose of this paper is to review the investigation of the discourse of advertisement in Lithuanian linguistics and to try to formulate new strategies, tasks and evaluation of investigation. Lithuanian scholars have researched the style, syntax, grammaticality and tropes of advertisement, its sociolinguistic and psycholinginstic aspects. In some papers several aspects of advertisement are researched. However, there are many aspects and ways, such as groups of addressees, stylistic punctuation, problems of translation of catchwords, paralinguistic and other things to be investigated. The research of advertisement for children is especially interesting because mere are aspects that cannot be seen in other groups of advertisement The possibilities of stylistic punctuation in advertisement are very wide and special. Consequently, advertisement has enough room for research in Lithuanian linguistics, there are many 'white spots', which must be covered.