STYLISTIC EXPRESSIVE MEANS IN ADVERTISEMENT OF THE BEST BRANDS
Abstract
The article provides insight into the peculiarities of the complicated interconnection between verbal and non-verbal components of the best brands advertising; the influence of the emotional factor of the popularity of a particular brand on the artistic parameters of advertising is proved. The study of artistic means is an important area of linguistic knowledge as language involves not only the ability to express thoughts, but also the ability to manipulate their emotions in order to achieve the appropriate communicative and functional effects. An attempt is made to prove that the cognitive approach helps to reveal the content and methods of linguistic objectification of all kinds of expressive means of advertising. It is confirmed that the cognitive-pragmatic structure of expressive means shows the interaction of cognitive and emotional processes that intersect with other expressive means. Expressiveness of advertising texts is mainly represented by metaphors, metonymys, epithets, hyperbole, and antitheses. All expressive means provide a necessary bridge for pragmatics. They make the advertising text memorable, attractive, and compelling. The special analysis is made of metaphors such as pure metaphors, conceptual metaphors and fused metaphors. The author presents conceptual metaphors as manifestation verbal and pictorial metaphors which are used to attract and hold the audience’s attention to the advertiser’s informative intention. Illustrative material is verbal advertising texts and their visual representation.
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