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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2018. № 5. Part 2. P. 336-341.
SCIENTIFIC AREA:    Philological Sciences
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https://doi.org/10.30853/filnauki.2018-5-2.27

ROLE OF WORD PLAY IN IMPLEMENTATION OF EXPRESSIVE AND EVALUATIVE STRATEGY IN ADVERTISING SLOGAN
Kostyushkina Galina Maksimovna, Wan Chgeo
Baikal State University
Submitted: 03.03.2018
Abstract. The article is devoted to the study of word play in implementation of the expressive and evaluative strategy in the advertising slogan. This strategy finds its actualization in 4 tactics: 1) tactic of attention attraction, 2) tactic of negation and opposition, 3) tactic of comparison, 4) tactic of personification. All tactics use the word play technique as an instrument, which is realized by different language means. Each tactic has specific tendencies of linguistic expression of word play. The novelty of the work is a new discourse and strategic approach to the research material.
Key words and phrases: экспрессивно-образная стратегия, языковая игра, тактика привлечения внимания, тактика отрицания и противопоставления, тактика сравнения, тактика персонификации, expressive and figurative strategy, word play, tactic of attention attraction, tactic of negation and opposition, tactic of comparison, tactic of personification
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