THE LANGUAGE GAME: SPECIFICS OF FUNCTIONING IN ENGLISH ADVERTISING TEXTS

Abstract

Statement of the problem. The article aims to analyze the language game techniques commonly found in English-language advertising messages from the point of view of their functional potential, aimed primarily at attracting the attention of the consumer and achieving a comic, softening and/or persuasive effect. Study material features free-access English-language advertising texts posted online, analyzed using the methods of linguistic, contextual and functional analysis, which involves studying the impact of language game means in terms of their functions in the context of advertising messages. Results. Findings obtained upon the analysis of the sample incorporating 314 examples of English-language advertising messages, the study singles out four key means of language game construction used in compiling effective advertising texts: phonetic, lexical, graphic and those based on the employment of precedent phenomena. Conclusion. Following the results of the study, the authors conclude that the most common and, as a result, effective means of implementing the language game in English-language advertising messages are phonetic, graphic, lexical means, as well as precedent texts as part of advertising content. The use of appropriate techniques helps make the message more emotional, informative, creative, highlight the characteristics of the product or service that will distinguish it from competitors’ products or services, attract the attention of potential buyers and consolidate the association with the brand.