English in Online Advertising: Linguistic and Multimodal Aspects (based on Perfume Brands)
Тип публікації :
Магістерська робота
Дата випуску :
2026
Автор(и) :
Андрієнко Анастасія
Науковий(і) керівник(и)/редактор(и) :
Мова основного тексту :
Англійська
eKNUTSHIR URL :
Цитування :
[APA 7] Andriienko, А. (2026). English in Online Advertising: Linguistic and Multimodal Aspects (based on Perfume Brands) [Master's thesis, Київський національний університет імені Тараса Шевченка]. eKNUTSHIR. https://ir.library.knu.ua/handle/15071834/32851
[ДСТУ] Andriienko А. English in Online Advertising: Linguistic and Multimodal Aspects (based on Perfume Brands) : Master's thesis : 035 Philology / Supervisor І. Alexeeva. Kyiv, 2026. 101 p. URL: https://ir.library.knu.ua/handle/15071834/32851 (date of access: 07.09.2026).
This Master’s thesis presents a linguo-systemic and multimodal investigation into the functioning of the English language within online fragrance advertising. The relevance of the study stems from the necessity to address the “lexical gap” in verbalizing olfactory perception within digital environments. The object of the research is the English-language online perfume marketing discourse while the subject encompasses specific linguistic units and their integration with non-verbal signs in multimodal campaigns. The primary goal is to identify mechanisms through which verbal and non-verbal elements coalesce to create evocative olfactory narratives online.
The methodological framework includes descriptive method, content analysis, stylistic and multimodal analysis. The latter enables the synergy between audio, text, and visual imagery as a unified semiotic system. The stylistic analysis was employed to analyze literary devices such as epithets, metaphors and similes. The research material consists of 44 promotional videos from elite international fragrance houses sourced from YouTube Shorts and TikTok.
The study established that English in perfume advertising constructs a brand’s “symbolic capital.” Identified strategies include metonymic grounding in ingredients and metaphorical projections of emotional impact. In short-form video, text acts as a “semantic anchor” that stabilizes the polysemy of visual signs. The scientific novelty lies in the systematizing a specialized “olfactory lexicon” and analyzing advertising language adaptation to modern social media platforms. The practical value relates to implementation in academic curricula and the professional marketing.
Structure of the thesis: the work, totaling 85 pages, consists of an introduction, three chapters (9 sub-sections), general conclusions, and references.
The methodological framework includes descriptive method, content analysis, stylistic and multimodal analysis. The latter enables the synergy between audio, text, and visual imagery as a unified semiotic system. The stylistic analysis was employed to analyze literary devices such as epithets, metaphors and similes. The research material consists of 44 promotional videos from elite international fragrance houses sourced from YouTube Shorts and TikTok.
The study established that English in perfume advertising constructs a brand’s “symbolic capital.” Identified strategies include metonymic grounding in ingredients and metaphorical projections of emotional impact. In short-form video, text acts as a “semantic anchor” that stabilizes the polysemy of visual signs. The scientific novelty lies in the systematizing a specialized “olfactory lexicon” and analyzing advertising language adaptation to modern social media platforms. The practical value relates to implementation in academic curricula and the professional marketing.
Structure of the thesis: the work, totaling 85 pages, consists of an introduction, three chapters (9 sub-sections), general conclusions, and references.
Галузі знань та спеціальності :
03 Гуманітарні науки::035 Філологія
Галузі науки і техніки (FOS) :
Гуманітарні науки
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