IDEAS home Printed from https://ideas.repec.org/a/nwe/iisabg/y2016i1p51-75.html
   My bibliography  Save this article

Rhetorics of Bulgarian Advertising – an Empirical Study of the Use of Rhetorical Figures in Advertising Slogans

Author

Listed:
  • Hristo Katrandzhiev

    (University of National and World Economy, Sofia, Bulgaria)

  • Ivo Velinov

    (University of National and World Economy, Sofia, Bulgaria)

  • Kamelia Radova

    (student in NBU, Sofia, Bulgaria)

Abstract

The paper presents the results of an em­pirical research devoted to the use of rhetorical figures in Bulgarian advertising. The project is realized on the basis of 605 advertising slogans. We calculated the average slogan’s length with­in the sample, as well as the average slogan’s length within the following product categories: (1) Food; (2) Drinks, (3) Automobiles, airlines, bus lines; (4) Banks and insurance companies; (5) Retail store chains and shopping centers; (6) Technology and communications; (7) Clothes and cosmetics; (8) Tourism; (9) Other product categories. The usage frequency for each of the following rhetorical figures has been estimated: (1) figures of thought - accumulation, allusion, anadiplosis, anti-climax, antithesis, applica­tion, aposiopesis, exclamation, epanalepsis, inversion, climax, litotes, metaphor, metonymy, oxymoron, parallelism, paronomasia, personifi­cation, rhetorical question, synecdoche, hyper­bole; (2) figures of speech - anaphora, epistro­phe, appeal, àlliteration, àssonance, gradation, epithet, repetition, pun, neologism, resonance, figura etymologica. The usage frequency of rhetorical figures across product categories has also been analyzed

Suggested Citation

  • Hristo Katrandzhiev & Ivo Velinov & Kamelia Radova, 2016. "Rhetorics of Bulgarian Advertising – an Empirical Study of the Use of Rhetorical Figures in Advertising Slogans," Ikonomiceski i Sotsialni Alternativi, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 51-75, January.
    • Handle: RePEc:nwe:iisabg:y:2016:i:1:p:51-75
    as

    Download full text from publisher

    File URL: http://www.unwe.bg/uploads/Alternatives/5-Katrandjiev_Velinov_Radova.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    rhetoric; advertising; figures of thought; figures of speech;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nwe:iisabg:y:2016:i:1:p:51-75. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vanya Lazarova (email available below). General contact details of provider: https://edirc.repec.org/data/unweebg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.