THE USE OF STYLISTIC DEVICES IN THE CONTEMPORARY SONG LYRICS

Abstract

The present article studies a pressing issue in contemporary linguistic science, identifying and analyzing stylistic devices in lyrics of contemporary songs. Special attention is being paid to the stylistic features of popular music video lyrics featuring product placement, as well as an analysis of various expressive devices found in lyrics. The authors examine the types of stylistic devices and their implementation in lyrics, compare the types of hidden advertising, and identify the most efficient one. The analysis focuses on the lyrics of contemporary international artists whose music videos feature product placement. The illustrative material is selected by the continuous sampling method, the key characteristic of which was the presence of the product placement in the music video. The analysis has revealed that stylistic devices such as metaphors, refrains, and reduplications are most popular for creating vivid imagery in contemporary musical lyrics. The results can be used in further multidisciplinary studies of both advertising and music discourses.