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.
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