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E. Cherkashina,  (Сandidate of philological sciences, National Research Moscow State University of civil engineering)

Series "Humanities" # 03  2018
Полисемия (многозначность); рекламный слоган; текст контекст; ассоциация; лексема; словосочетание
The article considers the phenomenon of polysemy as one of the language methods for creating a modern advertising appeal. With the help of various examples, the reasons for the appearance of polysemy in advertising appeals are revealed, types of contexts in the form of word combinations and offers related to the concept of advertising are described; associations that arise for potential buyers in the perception of the advertising appeal. The author pays special attention to the analysis of the values of advertising appeals in the videos accompanying the advertisement and influencing on its understanding.

Keywords: polysemy (polysemy); advertising appeal; text context; association; lexeme; word combination, video series.

 

Read the Full Article in Russian …


©  E. Cherkashina, Journal "Modern science: actual problems of theory and practice".
 

 

 

 
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