PHRASEOLOGICAL UNITS AS PRECEDENT TEXTS IN ENGLISH ADVERTISING TEXTS

Khizam Dmitriy Gamilevich

The widespread and widespread use of phraseological expressions in colloquial and literary speech motivates the authors of advertising texts to resort to the use of these communicative units when creating a unique and effective slogan that would meet all the basic requirements of an advertising text – it should be concise, understandable to the addressee and as informative as possible with its conciseness. The purpose of this study is to analyze, using empirical and theoretical methods, the features of the implementation of phraseological units in the texts of English–language commercial advertising. It was found that the degree of transformation of the precedent phraseological component may differ depending on the goals and objectives set by the authors of a particular advertising text. Moreover, the most significant factor determining the effectiveness of phraseological units is their reproducibility and recognizability. The active use of phraseological phrases in everyday speech increases the range of potential customers, who will have no difficulty decrypting the encoded phraseological unit and identifying the precedent text, as well as reducing the distance between the addressee and the addressee.

Keywords:phraseological unit, phraseological expression, phraseological combination, semantic transformation, advertising text.