Kahest vastandlikust sõnade grupist reklaamileksikas (eesti reklaamide näitel)
About two opposite word groups in advertising vocabulary (on the example of Estonian advertisements)

Summary/Abstract: As one of the principal forms of cultural, social and economic communication, advertising is a major influence on the individual as well as the society as a whole. While it is impossible to avoid being affected by advertising, the effect can be mitigated by learning about the structural priciples and functioning mechanisms of advertisements. Replacing the passive consumption of advertisements with the general skill of “reading” them should be one of the most important practical goals of advertising studies. This article is an attempt to contribute to the achievement of the abovementioned aim and provides an overview of the vocabulary used in advertisements and its functions through numerous examples of Estonian advertising language. The focus of the article is on two groups of words that are both very typical of advertising vocabulary, yet contrast with each other. Keywords are simple and emotional adjective words that make up the core of the advertising vocabulary. Keywords are used in most advertisements. The frequent use and efficiency of keywords can be explained by their simplicity which facilitates both the creation and reception of advertisements. Another important factor is the positivity of the keywords, which is used to ascribe the desired qualities to the products or services being advertised. Aberrant words are lexical formations that contrast with keywords and prescriptive language norms, for example blends, neologisms,foreign-language words used in native-language context, and elliptical words. The aim of aberrant words is to capture and hold people’s attention with their novelty and complexity. They are used to make the consumers become absorbed in the advertisement or even participate in it. These two contrasting word groups are the main factors shaping the face of advertising vocabulary.

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