Comparative Analysis of Advertising Texts of Popular Thai Goods and Services of Different Categories for Russians: Linguo-stylistic Devices and Discursive Aspects
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Abstract
This research presents a comparative analysis of advertising texts of popular Thai products and services from various categories targeting the Russian audience. The research aims to identify linguistic and stylistic devices and discursive aspects employed in these texts, as well as to determine similarities and differences among them. The findings of the research revealed that the main language devices used in these texts, such as epithets, terms, metaphors, idioms, neologisms, mention of the opportunity to explore the culture and nature of the country and the patronage of the royal family were identified. All product and service categories employ emotional appeal to the audience, seeking to evoke positive emotions and convince them of the attractiveness of the products and services. In addition, some similarities and differences in language devices, which are related to the uniqueness and individuality of the products and services as well as the linguistic adaptation to the target audience were found.
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