Browsing by Author "Oleshkevich, Іrina P."

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    The English Language Idioms Functioning in the Mass-Media Discource
    (Bulletin of Science and Education, 2025) Kovalenko, Inna М.; Mykhailova, Alla S.; Oleshkevich, Іrina P.
    ENG: The article deals with the contemporary media discourse, idioms that are widely used to create memorable and expressive images and associations. The relevance of the study of idioms in modern English-language media discourse lies in the fact that idioms are an integral part of language and culture, reflecting the peculiarities of thinking and perception of the world by people of different cultures and nationalities. Different types of idioms present in advertising and media space (newspapers, magazines) were considered, such as phrasal verbs, comparisons, metaphors, allegories, idiomatic expressions, and others. Each type of idiom has its characteristics and is used depending on the goals of the advertising campaign. Examples of idiom usage in advertisements from various industries such as the automotive industry, food industry, tourism, and others were considered. In each example, idioms were used to create an emotional appeal, establish empathy with the audience, and strengthen memorability.For idiom usage in advertising to be effective, it is necessary to consider the context, audience, goals, and features of the product or service. Advertising campaigns that use idioms can be successful and effective if they are correctly applied and align with the campaign's objectives. Idioms allow for the creation of unforgettable and emotionally appealing advertising, which can be used in various industries and on different platforms, including television, radio, print, and online advertising. Thus, the use of idioms in modern English-language media discourse is an effective tool for establishing an emotional connection with the audience and conveying key messages. However, for a successful advertising campaign, it is important to consider the cultural and social characteristics of the target audience and choose idioms that align with the audience's values and perceptions. Further research in this field may lead to the creation of new methods for using idioms in advertising and improving the effectiveness of advertising campaigns.