FUNCTIONAL AND STYLISTIC FEATURES OF THE USE OF HYPERBOLE IN ENGLISH ADVERTISING TEXTS

Abstract

The objective of this article to study a problem of hyperbole and its functioning in English advertising texts in full complexity of its stylistic and pragmatic features. The study is conducted on the material of advertising texts devoted to beauty products and health products. The authors aim to study the process of hyperbolization at all structural levels of the text, with the subsequent analysis of hyperbolic units. The relevance of the study is determined by the significance of the role of advertisement in the life of modern society and the lack of knowledge of stylistic means serving the main persuasive-communicative advertising strategies. In their study, the authors come to the conclusion that hyperbole manifests itself at all levels of the text, with the lexical level characterized by the maximum variety of means of hyperbolization. The main function of the hyperbole is the intensification of the concepts of quality, exclusivity, power of impact in order to implement the leading persuasive strategies.