Category Archives: Linguistic

Linguistic

Linguistic expertise of advertising

Anastasia diyanova, forensic expert of the Center for special research and expertise

Huxley Aldous, the author of the brave new world, made an interesting point: “it is Easier to compose ten correct sonnets than a good advertisement,” which became an aphorism.

Indeed, to create a good advertising that meets the requirements of the legislation – is not easy, as evidenced by the statistics: in 2012, an increase of violations of RF legislation on advertising by almost 2 times (“more than 16 thousand cases in 2012” and “2014 – more than 28 thousand”)[1], currently, the trend continues.

If you suspect violations of the law are conducted linguistic expertise (including the FAS, however, often opinions, data Advisory Commission of the FAS, consisting of experts in different fields, crying out the questions in part linguistic research) to establish a significant law enforcer signs controversial speech of the product.

Controversial situations arise in connection with the regulation of “advertising” relations of the Federal law “On advertising”, Law of Russian Federation “On mass media”, the RF Law “On protection of consumer rights”, Federal law “On protection of competition”, decree of the President of the Russian Federation on 17.02.1995 “161 “On guarantees of rights of citizens on health protection at advertising distribution”, etc.

On what offenses is carried out linguistic examination of advertising?

1) misleading Advertising;

2) False advertising;

3) Unfair;

4) Advertising that violates ethical standards;

5) disguised advertising.

The most common objects of research:

advertising distributed by means of communication

provocative advertising, beating the famous obscene vocabulary on billboards, etc.,

provocative advertising containing images of bare areas of the body,

is the comparisons of “unnamed” well-known brands,

excerpts of works of art, which may be advertising (disguise),

advertising of alcoholic products (disguise),

announcements of informational nature (masking of advertisements).

Questions may be asked for advertising expertise[2]:

Is the research product advertising?

Does the advertising text contain information about facts and events?

Do the linguistic forms of statements allow assessment from the point of view of their reliability, compliance with reality?

In what form are expressed in the text of advertising statements (statement, opinion, assessment)?

What is the meaning of the word (phrase) in the context of this advertisement?

Does the advertising text contain information of an obscene, offensive nature?

Does the advertising text contain information of an obscene, offensive nature?

Are comparisons used in the provided advertising? Whether you used pragmatonyms? If Yes, is there a language game with a negative assessment of pragmatonyms?

Conclusions obtained during the examination of advertising, have evidentiary value in the case of inclusion in the case file as documents.

More detailed information about the possibility of advertising expertise in LLC “Csiie” can be obtained from our specialists in the course of face-to-face consultation or by phone: 8(495) 74-111-72, 8(495) 11-831-03

Linguistic expertise of advertising

Anastasia diyanova, forensic expert of the Center for special research and expertise

Huxley Aldous, the author of the brave new world, made an interesting point: “it is Easier to compose ten correct sonnets than a good advertisement,” which became an aphorism.

Indeed, to create a good advertising that meets the requirements of the legislation – is not easy, as evidenced by the statistics: in 2012, an increase of violations of RF legislation on advertising by almost 2 times (“more than 16 thousand cases in 2012” and “2014 – more than 28 thousand”)[1], currently, the trend continues.

If you suspect violations of the law are conducted linguistic expertise (including the FAS, however, often opinions, data Advisory Commission of the FAS, consisting of experts in different fields, crying out the questions in part linguistic research) to establish a significant law enforcer signs controversial speech of the product.

Controversial situations arise in connection with the regulation of “advertising” relations of the Federal law “On advertising”, Law of Russian Federation “On mass media”, the RF Law “On protection of consumer rights”, Federal law “On protection of competition”, decree of the President of the Russian Federation on 17.02.1995 “161 “On guarantees of rights of citizens on health protection at advertising distribution”, etc.

On what offenses is carried out linguistic examination of advertising?

1) misleading Advertising;

2) False advertising;

3) Unfair;

4) Advertising that violates ethical standards;

5) disguised advertising.

The most common objects of research:

advertising distributed by means of communication

provocative advertising, beating the famous obscene vocabulary on billboards, etc.,

provocative advertising containing images of bare areas of the body,

is the comparisons of “unnamed” well-known brands,

excerpts of works of art, which may be advertising (disguise),

advertising of alcoholic products (disguise),

announcements of informational nature (masking of advertisements).

Questions may be asked for advertising expertise[2]:

Is the research product advertising?

Does the advertising text contain information about facts and events?

Do the linguistic forms of statements allow assessment from the point of view of their reliability, compliance with reality?

In what form are expressed in the text of advertising statements (statement, opinion, assessment)?

What is the meaning of the word (phrase) in the context of this advertisement?

Does the advertising text contain information of an obscene, offensive nature?

Does the advertising text contain information of an obscene, offensive nature?

Are comparisons used in the provided advertising? Whether you used pragmatonyms? If Yes, is there a language game with a negative assessment of pragmatonyms?

Conclusions obtained during the examination of advertising, have evidentiary value in the case of inclusion in the case file as documents.

More detailed information about the possibility of advertising expertise in LLC “Csiie” can be obtained from our specialists in the course of face-to-face consultation or by phone: 8(495) 74-111-72, 8(495) 11-831-03