LEXICO-GRAMMATICAL AND STYLISTIC FEATURES OF ENGLISH ADVERTISING SLOGANS

Abstract

The aim of the article is to generalize and present the lexico-grammatical and stylistic features of English-language advertising slogans. The study allows us to determine the need of society to understand and conceptualize advertising, the mechanisms of verbal influence of advertising texts, analysis of language tools on which are based logical and emotional argumentation in advertising to persuade and motivate the audience to action, ensuring the ability of advertising text to remember . Methodology. The survey is conducted on the basis of a comparison of the data of the respondents (using the same questionnaire) on the impact of advertising slogans on the consumer, both popularity and brand. The survey also covered the family of students, which made it possible to compare these options for answering the survey questions. The results of the survey showed that younger respondents adopted English-language advertising slogans to choose about the benefits of the product and its brand. However, the older generation was more likely to be driven by savings and proven brands. Advertising for them is a show and does not deserve trust but carries the impetus for further study. Practical consequences. As the younger generation is effectively influenced by advertising slogans, modern advertising compositions take into account the characteristics of this audience. What do they aim for their income, exclusivity, price variations. As for the senior respondents, they demonstrated time-tested thrift and a scrupulous approach to pricing strategies for advertising slogans. Thus, the experimental study showed a multi-vector feature of the respondents' attitude to advertising slogans.