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Philology. Theory & Practice
  • Original research article
  • August 19, 2014
  • Open access

HUMOUR AND RELIABILITY IN ADVERTISING (BY THE EXAMPLE OF THE GERMAN PRINT ADVERTISING)

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Abstract

The article makes an attempt to describe the phenomenon of reliability in advertising basing on the papers of American and German researchers of marketing and advertising communications. The author introduces a definition of the term “reliability” which takes into account the specifics of advertising as one of the types of persuading communication. By the example of the certain German advertisements and posters the article examines the effect produced on reliability of the concrete advertisement by using humour which is interpreted by the author as a stylistic device.

References

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Author information

Mariya Yur'evna Papchenko

M. V. Lomonosov Moscow State University

About this article

Publication history

  • Published: August 19, 2014.

Keywords

  • рекламная коммуникация
  • достоверность рекламного сообщения
  • юмористическая реклама
  • языковая игра
  • advertising communication
  • reliability of an advertisement
  • humorous advertising
  • language game

Copyright

© 2014 The Author(s)
© 2014 Gramota Publishing, LLC

User license

Creative Commons Attribution 4.0 International (CC BY 4.0)