LEXICAL FEATURES OF ADVERTISING TEXTS

Abstract

The article examines the functions of lexical means in advertising texts. Using the material of advertisements published on the social networks Instagram and Facebook, the role of slang, neologisms and dialectisms in achieving a pragmatic goal is clarified. The task of the advertising text – to attract the attention of the audience, to cause a sequence of emotions, a desire to become a consumer of a certain product or service, to purchase a product – determines the active use of extra-literary lexical units. Slang in advertising texts, especially those placed on Instagram, is a means of manipulative technology, imitation of oral conversational speech, approaching the consumer, his intellectual and cultural level. As emotionally and expressively connoted units, slang allow brands to communicate in the «language of the audience», in particular young people, creating a feeling of speed and dynamism. In order to implement the communicative-pragmatic orientation of advertising messages, to emphasize the originality and modernity of the advertised product, neologisms are often used on Instagram and Facebook. The use of neologisms is a reaction to modern trends and technological progress. New words created or reinterpreted for advertising a particular product or service give them relevance. The use of neologisms creates the effect of novelty, modernity and allows you to more quickly motivate the addressee to take the appropriate action – to purchase the offered product. An important role in achieving the pragmatic goal in advertising is played by dialectisms, which are introduced into the text to reproduce the local flavor, localize the depicted, and emphasize the authenticity of the advertised product or service. Dialectal language units also perform an expressive function, serve as a means of forming a unique style, determine the brand identity through authentic lexical content, and create an emotional connection with traditions.