LEXICO-GRAMMATICAL MEANS OF COMMUNICATION STRATEGIES AND TACTICS REALIZATION IN THE ADVERTISING SLOGANS

Abstract

This article is an attempt to describe the lexico-grammatical means of communication strategies and tactics realizations in advertising slogans. Materials for the study are advertising slogans of the English online stores. There the using of nouns (proper names and common nouns), adjectives, pronouns, adverbs, sensory vocabulary in the implementing of communicative intention have been mentioned. There the using of nouns (toponims, proper names and common nouns), adjectives, pronouns, adverbs, sensory vocabulary in the implementing of communicative intention has been mentioned. It was determined that the tactic of goods or services naming and the tactic of target group mentioning are realized with common nouns; tactic of ambiguity/polysemy of the expression plan, content and references is realized with adverbs and definite and indefinite pronouns, also personal pronouns are used to express the tactic of appealing to consumers; the tactic of organization’s advantages and exclusivity demonstrating is often realized with superlatives – the superlative degree of adjectives comparison; the tactic of company’s competencies, values, traditions and experience emphasizing is realized with numerals. It has been noticed that the sensor lexicon is used in several tactics. The examples of audible, visual and kinesthetic representative systems have been demonstrated.