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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.