Typology of language mistakes in the texts of outdoor advertising of Kyiv

Русаченко, Наталя Павлівна (2024) Typology of language mistakes in the texts of outdoor advertising of Kyiv Вчені записки ТНУ імені В. І. Вернадського. Серія: Філологія. Журналістика (5). pp. 60-66. ISSN 2710-4656, 2710-4664

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Abstract

The article analyzes language mistakes in the texts of outdoor advertising of the Kyiv city. The research is based on the material collected by the author directly in the Kyiv city during the last two years. It is noted that outdoor advertising is an integral part of modern communication and one of the dominant elements of the language space of the city. Urban advertising texts, due to their size, attract attention and exert an inconspicuous influence on everyone who sees them, become a source of formation of language stereotypes, and therefore significantly influence the language consciousness and formation of the language culture of a modern Ukrainian. The main features of advertising messages at different levels of their structural and semantic organization are determined. There were highlighted internal factors influencing the perception of advertising language, including age, education, social status, etc. It is recognized that the level of Ukrainian advertising on the streets of Kyiv does not correspond to the ideal model of compliance with language norms. Among the main reasons for the appearance of language mistakes in advertising texts are multilingualism, ignorance and insufficient attention to the norms of the Ukrainian language, carelessness due to the preparation of the text without careful editing, requirements for quick changes to the already read text. It is noted that the use of non-literary forms in advertising, in contrast to the language of other media, is a conscious, conditioned creative idea, connected with attracting the attention of the consumer, uniqueness in the expressiveness of speech. Mistakes in advertising texts were classified according to their typological features. Examples of phonetic, orthographic, lexical, morphological and punctuation errors are considered. Attention is focused on the most common examples of language mistakes. A negative trend of a more tolerant attitude towards language mistakes of mass communication was noticed. It was emphasized that the texts of advertisements should be not only informative and creative, but also meet modern language norms, be competent and stylistically perfect. Emphasis is placed on the need for careful editing of advertising texts.

Item Type:	Article
Uncontrolled Keywords:	Ukrainian language; linguistic landscape of the city; language of outdoor advertising; language norm; typology of mistakes; editing
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет української філології, культури і мистецтва > Кафедра української мови
Depositing User:	Наталя Павлівна Русаченко
Date Deposited:	17 Feb 2025 13:47
Last Modified:	17 Feb 2025 13:48
URI:	https://elibrary.kubg.edu.ua/id/eprint/51182

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