Abstract
The article analyzes the essence of language game, different approaches to the interpretation of this category, its potential for creating the effect of communicative influence on the consumer in the advertising text. Language game is seen as conscious violation of language norms, rules of linguistic behavior, distortions of language cliche in order to provide more expressive power to the text of an advertisement. Game strategies are implemented in three types of advertising such as advertising texts, slogans and advertising names. Authors use descriptive method, which includes observation, generalization, interpretation and classification of the test material, component analysis method. A totality of gaming techniques was found to help present an advertising product as attractive as possible. It is stated that virtually all levels of language have a significant potential for implementing the functions of the language game in the advertising text. Examples of various techniques of use of the phonetic and graphic game, methods of lexical and word-building games are revealed. The game potential of grammatical tools is shown. Particular attention is paid to the handling of case-law texts as one of the most widely used methods of speech game advertising. The combination of different types of speech games has become a common phenomenon for its implementation in advertising. It is concluded that the language game allows to realize the fundamental principle of creating a bright advertising message. Use of these tools reflects one of the main trends in modern advertising language which means installation of originality, creativity, and extraordinary.
Highlights
Advertising has become the main link between consumer and production
The purpose of the article is to study the peculiarities of the implementation of gaming techniques in advertising texts of various types, and analysis of the functions of language game, which facilitate its widespread use in modern advertising
The investigated features of the operation in the advertisement of the language game show that it has become an integral part of modern advertising messages
Summary
Advertising has become the main link between consumer and production. It is increasingly entering into the life of a modern person, accompanying traveling, working on a computer, using media, different services and so on [1]. The phenomenon of language game was the subject of the attention of scientists only at the end of the 20th century, which was probably due to the fact that the language game went beyond fiction and spoken communication and was widely used in advertising and mass media. It became an integral part of the active processes taking place in the modern language. The purpose of the article is to study the peculiarities of the implementation of gaming techniques in advertising texts of various types, and analysis of the functions of language game, which facilitate its widespread use in modern advertising
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