Lexico-grammatical and stylistic aspects of English advertising slogans

Abstract

The aim of this paper is to reveal common lexical, grammatical, and stylistic features of the modern English advertising slogans, as well as their linguistic iconicity. The aim is interconnected with the following tasks to resolve: • to give the general outline of the modern advertising discourse and summarize its theoretical background; • to determine major prototypical features of the present-day advertising discourse; • to clarify types of the modern English advertising discourse; • to examine the notion of the advertising slogan from different perspectives; • to define the functions of advertising slogans and their pragmatic aim; • to trace the paralinguistic nature of advertising slogans; • to reveal lexical and grammatical features of the English advertising slogans; • to identify major stylistic devices used in English advertising slogans on the lexical, morphological and syntactical levels; • to analyze the linguistic iconicity of the modern advertising slogans in English.