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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2017. № 5. Part 1. P. 120-123.
SCIENTIFIC AREA:    Philological Sciences
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THE FEATURES OF LANGUAGE PLAY FUNCTIONING IN MILITARY ADVERTISING
Murog Irina Aleksandrovna
Military University of the Ministry of Defence of the Russian Federation, Moscow
Abstract. The article discusses the features of language play functioning in the advertising texts of military orientation. Formulating the definition of language play as a kind of linguistic and creative activity, the author actualizes the importance of the use of techniques of language play in the creation of advertising texts of military orientation and focuses on the insufficiency of the study of this phenomenon. The paper describes various approaches to revealing the functions of language play. Having considered the examples of Russian and American military advertising, the author comes to the conclusion on the legality of the selection of destructive functions, along with well-known functions of language play.
Key words and phrases: военная реклама, рекламный текст, языковая игра, персуазивные свойства, массовая коммуникация, military advertising, advertising text, language game, persuasive features, mass communication
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