FUNCTIONS OF STYLISTIC FIGURES OF SPEECH IN ENGLISH CAR ADVERTISING SLOGANS

Abstract

. In the article the essence and the role of the advertising slogan as an important element of the advertising text are defined. Characteristics of stylistic speech figures in the text of English car advertising slogans are described, while a distinction between figures of word (based on operations with one nominative unit) and figures of thought (based on a combination of a number of morphological and syntactic means of expression) is made. Oxymoron and its main features are considered. By the analysis of specific slogans functions of stylistic speech figures in English car advertising slogans are determined. Among them there is a meaning-making function, which serves for the self-actualization of the personal knowledge of the recipient of advertising; recreational, which is designed to evoke a sense of mental joy; compression, which makes it possible to transmit a sufficient amount of information with a minimum of words used; implicit, facilitating easy memorization thanks to interesting language techniques; expressive, creating a positive emotional attitude towards the advertised product; appealing, enhancing the impression due to the emphasized appeal to the recipient.