English Idioms in the World of Advertising

Abstract

The aim of this thesis is to examine the language of advertising and within that the idioms and idiomatic meanings appearing in it. After the study of idioms – which, being a complex linguistic field, needs a deeper look – I will define ads, give a short insight into the history of advertising and explain the controversy about the nature of advertising. Then I will deal with the core topic of this thesis, which is the language of ads and further similarities between the nature of ads and idioms. The thesis will conclude with case studies. With all this I attempt to reveal that, although advertising has a disputed place in society, there is a great need for it to inform people and give hints for socialization primarily with its language, the main force of advertising, to which force many idioms and idiomatic features contribute with their vigorous, expressive nature more strongly than the visual elements.