MEANS OF GENERATING A LANGUAGE GAME IN THE FRENCH ADVERTISING DISCOURSE

Abstract

Problem statement. The study of the means of creating a language game in a certain discourse, which gives expressiveness and pragmatic potential to speech, is very relevant for the development of language theory. The study of linguistic means, the use of which is effective for generating a language game in advertising discourse, in particular French, is of particular importance, because knowledge of such means and the ability to apply them in advertising texts is very important not only for the development of language theory, but also for the development of marketing, trade and many other spheres of social life. The importance of the place of advertising in various areas of social life, as well as the interdisciplinary status of the language game implemented in the advertising discourse, determine the high degree of relevance of this article. The results of the study. In the course of research within the framework of the French advertising discourse of numerous texts, the object of which is a certain product (product, service, etc.), the language levels at which the language game is implemented, as well as linguistic means through the use of which the language game is generated, are revealed. It is established that it is implemented at all language levels – phonetic, lexical, grammatical. The paradigm of linguistic means is defined, the use of which allows the author of the advertising text to actualize the language game at each level of the language. It is revealed that in one advertising text it is possible to use both one path or one figure, and several different paths or figures. Moreover, the implementation of only one path or one figure in the advertising text is much more frequent. Conclusion. The results of the study allow us to conclude that the language game is a very productive phenomenon in the French advertising discourse. At the phonetic level, it is generated through the use of puns, associative consonances; at the lexical level – through metaphor, metonymy, hyperbole, antithesis; at the grammatical level – with the help of adjectives in the degree of comparison, repetitive lexical units, constructions with syntactic parallelism. The language game allows you to use the advertising text not only to inform the recipient, but also to convince and encourage him to purchase the advertised product.