Kultūros iškraipymų apraiškos reklamos tekstuose
Manifestations of Cultural Distortions in Advertisement Texts

Summary/Abstract: As advertisements are intended to reach as many addressees as possible, numerous mass and stereotypical cultural constructs as well as phenomena not typical of our traditional culture are deployed in this sphere. The article is an analysis of what peculiarities of advertisement-style language manifest presentation of phenomena belonging to other cultures, and in what ways such phenomena impact the language of advertisements presented in Lithuanian in particular as well as how they impact our language in general. The article is also aimed at analysing which peculiarities of advertising style language as well as what trends of word and form usage have been predetermined by other cultures. The article also analyses the relationship between usage cases of singular and plural in the imperative mood, the expression of possibility-related modality and occurrence of jargon lexis in advertising text.

• Details
• Contents