Linguistic Means for Creating an Image in Online Advertising (by the Material of the Georgian Cuisine Restaurants’ Websites)
Mahmoud Agha Munir
Peoples’ Friendship University of Russia
Submitted: 29.03.2020
Abstract. The aim of the study is to examine linguistic means used for creating a restaurant’s image in online advertising. The article analyses specifics of online advertising. Special attention is paid to a company’s website as a type of the electronic advertising text. The research is novel in that it studies the role of linguistic means employed for creating a restaurant’s advertising image on the establishment’s website. The article concludes that these linguistic means (the most productive being brand names, epithets, metaphors and phraseological units) create a full-fledged advertising image evoking appropriate marketing associations in consumers’ minds.
Key words and phrases: интернет-реклама, сайт компании, рекламный образ, языковые средства, грузинская кухня, язык рекламы, online advertising, company’s website, advertising image, linguistic means, Georgian cuisine, advertising language
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