MEANS OF ENHANCING THE IMPACT IN ADVERTISING SLOGANS REPRESENTING THE CONCEPT OF CONVENIENCE

Smirnov Oleg N., Novoselova Aleksandra I.

The article examines the means of amplification functioning in advertising slogans representing the concept of CONVENIENCE. Means of amplification are an important part of the advertising message, since they amplify certain parts necessary for the author of the advertising message. The impact on the recipient occurs with the help of linguistic units, which, on the one hand, carry nominative semantics, and on the other hand, amplify other elements of the advertising text. This is how the law of economy of speech efforts and one of the properties of advertising - brevity and information completeness - are realized. The article is written in the context of cognitive, structural-semantic and functional approaches, which contributes to a comprehensive view of the language of advertising, which reflects the methods of influencing the audience, whose choice is controlled by various motivations: convenience, pleasure, novelty, exclusivity, benefit, beauty and many others. Convenience is one of the leading motivations guiding the choice of a modern person. In advertising discourse, the convenience motive is associated with the concept of the same name, represented by means of multi-level linguistic units: phonetic, lexical, phraseological, paremiological, aphoristic, onomastic, morphological, syntactic, textual and pragmatic. The study was conducted in several stages: analysis of theoretical material devoted to the selected topic; search for empirical material, its structuring, classification and generalization. Means of amplification - graduates - can have a variety of structures, relate to different parts of speech and be expressed by other linguistic units. Several graduates of different nature can be in one advertising slogan. The study of amplification means is one of the important tasks of media stylistics. Identification and analysis of graduates in advertising slogans allow us to assess the degree of impact on the recipient and classify them.

Keywords:graduality; graduator; gradative; advertising slogan; advertising language; advertising discourse; advertising text; CONVENIENCE concept