Dimensiuni ale limbajului n context carceral

Menţionăm încă o dată faptul că onomatopeele folosite în domeniul publicitar sunt în general cuvinte care
denotă calităţi, sentimente pozitive, prospeţime, optimism.
Este bine cunoscut faptul că o reclamă eficientă este una care reuşeşte să atragă atenţia repede şi
pentru un timp îndelungat. Prin utilizarea cuvintelor onomatopeice în domeniul publicitar se îndeplinesc cu
succes aceste cerinţe. Scurtimea cuvintelor, forţa lor de sugestie, sonoritatea ce le face uşor de reţinut, toate
aceste calităti fac din onomatopeea japoneză un puternic instrument publicitar.
BIBLIOGRAFIE:
1.TANAKA, Keiko, Advertising language – A Pragmatic Approach to Advertisements in Britain and Japan, ed. Routledge, Londra,
1994
2. CHANG, C. Andrew, A thesaurus of Japanese Mimesis and Onomatopoeia: Usage by categories, Japan, 1990
3. FRENŢIU, Rodica, Speriat din vis de vântul hoinar : Studii de semiotică şi poetică japoneză, ed. Casa Cărţii de Stiinţă, Cluj,
2004
JAPANESE ONOMATOPOEIA IN COMMERCIALS
Summary
The aim of this paper is to present and underline the importance of Japanese onomatopoeia in the
advertising business, the main focus being written commercials.
Japanese onomatopoeia’s force of suggestion and capacity to build an entire world of meanings through a
word is widely used in the advertising business. Onomatopoeia is thus widely used in Japanese advertising
that deals with catching the consumer’s attention and interest through positive, fresh and powerful expressions
such as assari, sukkiri, fuwa fuwa.
Japanese onomatopoeia differs in many aspects from what speakers of European languages understand
through this language category. In Japanese, one can always use onomatopoeic vocabulary to express both
usual aspects of daily life and metaphorical expressions in literary works. We will focus here on the use of
Japanese onomatopoeia in advertising and commercials, stressing their ability to create complex images and
scenes through the wide range of meanings they have.
Winning people’s attention and curiosity, along with building a positive image of the product, that is the key
to a fructuous use of onomatopoeia in commercials.
Cuvinte-cheie: onomatopee, instrument publicitar, sugestiv, sonoritate pozitivă, metafore, concizi, scurtime, expresivitate,
complexitate,