FIGURATIVE LINGUISTIC MEANS OF CREATION OF ADVERTISING SLOGANS

Abstract

The article is devoted to the study of vocabulary in advertising communication. The study considers the means of figurative creation of the advertising text - the slogan - the verbal equivalent of the logo, which reflects the main concept and strategy of the company, organization, institution, etc. The slogan is considered as a kind of text that is pre-planned expressive speech activity, carefully thought out in terms of choice of linguistic means and speech strategies and tactics, which are designed for emotional impact on the addressee. The author attempts to prove that the figurative composition of a slogan is very simple, but in fact, in a concise manner, the slogan contains a generalized, content-rich statement, which is the leading concept of the company. The author explores the figurative tropes and expressive means of creating imagery in advertising texts. The author claims that among the studied linguistic phenomena of advertisements there are metaphors which we can find the absolute majority in the advertising texts. They give the figurative expressiveness and emotion to the greatest extent of the advertising texts. The advertisers often resort to hyperbolisation of the idea of advertising that can contain a fantastic invention, fiction, irreality, and hence, the manifestation of tendencies to generalization, a high degree of conventionality. The author gives examples of oxymoron, stylistic repetition, rhyming, phraseological expressions, sayings and proverbs. The author argues that the mentioned figurative tropes and expressive means are indispensable signs of advertising slogans.